Ebru Binboga is Watson Customer Engagement Business Unit Leader at IBM Middle East and Africa. In her capacity, Ebru helps clients across industries like Government, Retail, Travel and Aviation, Financial Services and Telcos adopt Digital Transformation, Omni Channel Marketing, e-Commerce, Customer Experience and Supply Chain solutions that ensure they put their clients in the center of what they do. Ebru has over ten years of experience working at IBM with clients in Spain, Central&Eastern Europe and in MEA. Ebru has an MBA from Technical University of Madrid as well as Bachelor of Science from Hacettepe University.