Olga Kolevatova has been managing the Middle East region and the surrounding countries for the past two years. The different climatic conditions, traditions, and lifestyles require a unique approach when it comes to market growth strategies. Olga, the general manager, Middle East, Egypt, Turkey, Caspian region, with her local team, managed to double the Protective and Marine Coatings (PMC) business. And she's only getting started.
Every Desert is Different
Olga has been part of PPG since 2013. In 2022, she moved to Dubai together with her family to fill the role of general manager for the Middle East, Egypt, Turkey, and the Caspian region, an area marked by constant growth and development.
Right after moving, Olga and her family delved into traveling and getting to know the different cultures of the local countries. She confirms that during her travels, she learned valuable lessons which also turned out to be a benefit later on in her profession.
I used to think that all deserts are the same. Now I’ve learned that every desert is different. I handle many countries and businesses, and this diversity feels invigorating.
Throughout her career, Olga has been recognized twice with the internal PPG Chairman’s Award for Commercial Excellence. Her extensive experience with Industrial and Automotive OEM Coatings businesses is now coming to fruition every day. At the same time, she is eager to keep expanding her knowledge about the PMC business.
In general, Olga describes the United Arab Emirates (UAE) as a dynamic, multicultural place to live, where the majority of inhabitants are expats. The environment breathes growth and embraces innovation—something she can leverage to PPG’s advantage.
A Local Spirit Goes a Long Way
The Middle East, with its rich history and local traditions, religious holidays, and distinctive lifestyle, offers a unique cultural experience. Olga explains that the locals are very proud of their countries.
"They expect us to respect the environment and production. We, as suppliers, must always adapt our strategy to what is native to each country."
The Middle East has little history of the automotive industry. While the aerospace industry is starting to flourish, the strongest fields in the Middle East are marine and construction businesses. Olga thrives in the challenge her role offers: the necessity to optimize every potential for growth with the highest level of efficiency.
In 2023, we were able to more than double the whole PMC business here. The possibility for growth is just tremendous around here.
Mega Projects Meet Sustainability
Currently, the region under Olga's management is looking to diversify its economy beyond oil and gas. As a result, we see significant investments in giga and mega projects in the region. Olga highlights Saudi Vision 2030 and We the UAE 2031 as examples.
"These projects focus on developing public service sectors such as health, education, infrastructure, recreation, and tourism. As a result, huge existential areas are being built from scratch."
The projects are managed and financed through sophisticated programs aimed at sustainability, which is an emerging topic in the Middle East. It connects so many aspects such as water, electricity, climate, and people's lives.
Keeping up with this trend, the most popular PPG products used in Olga's region are sustainably advantaged and align with local needs.
For example, fouling release products, namely the biocide-free PPG SIGMAGLIDE® 2390 hull coating, helps ship owners and operators prevent marine fouling from latching onto their ships. This allows them to achieve power savings, reduce fuel usage and greenhouse gas emissions, while also prolonging the life of the ships.
Additionally, PPG PITT-CHAR® NX intumescent passive fire protective coating is frequently applied in environments with risks of fire and explosions. It expands to form an insulating char when exposed to high temperatures, helping to maintain structural integrity and resist severe explosions and impact.
Olga at the 2023 ADIPEC trade show with PMC colleagues
Making the Middle East Colorful
Olga also confesses to being a huge fan of our community engagement initiatives, which reflects in her career. She has already initiated several COLORFUL COMMUNITIES® projects, the most recent one in the Middle Eastern countries.
In September 2023, the Meliha Cemal Bağcı Secondary School in Bursa, Turkey was decorated by more than 30 volunteers who painted an eye-catching science-themed mural there. The school was selected for the project due to it being located in a disadvantaged area. We donated over 160 liters of TIKKURILA™ and other paints by PPG to the school.
"We repainted the science lab, playground and benches as part of the New Paint for a New Start initiative. This school is for children in need, institutions like this often cannot afford to repaint or to buy proper equipment."
Another of Olga's community experiences involved tree planting at the International Center for Biosaline Agriculture in Dubai, which had over 100 PPG employees and their families gather up to plant 50 Ghaf trees, a native species which thrives in dry climates. The volunteers also took part in an educational tour at the ICBA’s Emirates Soil Museum to learn about the different types of soils found in the UAE, as well as the fragility and environmental threats.
We strive to keep supporting local communities and working towards a more sustainable future. As one team at PPG, we are planting the seeds of changes that will benefit future generations.