Royal Philips has appointed Özlem Fidanci as chief executive officer for the company's operations in the Middle East and Turkey. Under her new role, Fidanci will be responsible for driving the company's strategic objectives and growth of 16 countries. Fidanci began her career at Tetra Pak as a business development manager and went on to join Philips in 1998. She held a number of senior roles, including Consumer Products general manager and later head of Marketing, Sales and Strategy to the Philips Electronics business in Singapore in 2010. In 2011, she rejoined the region as vice president and general manager to the Philips Consumer Products Middle East, Turkey and Africa (META) and in 2015 became senior vice president Health Systems for the Middle East and Turkey.