Sinem Soydar brings over 20 years of international experience in marketing, digital transformation, and growth leadership across the banking, telecommunications, and energy sectors. She specializes in building scalable growth systems at the intersection of brand, performance, and technology, consistently turning complex business challenges into clear, commercially impactful strategies. 

Prior to joining tbi, Sinem held global leadership roles at Shell, where she led digital and social media strategy at group level, driving transformation through marketing technology, data, and AI-enabled capabilities. She has also held senior roles at Vodafone, ING, and Turkcell, where she led customer acquisition strategies, managed P&L, and delivered sustained growth in highly competitive and regulated markets. 

At tbi, Sinem is responsible for shaping and executing the bank’s marketing and growth agenda across Bulgaria, Romania, and Greece, integrating brand, marketing, and customer lifecycle to support the next phase of the bank’s development as a tech-led, embedded finance player. 

Sinem holds a Bachelor’s degree in Business Management from Galatasaray University and a Master’s degree in Marketing Communication from Istanbul Bilgi University. 

She is passionate about building high-performing teams, simplifying complexity, and embedding data, technology, and creativity into modern marketing organizations. 

Outside of work, Sinem enjoys writing, reflecting, and exploring the intersection of technology, human behaviour, and personal growth.