I managed sales, marketing, product, retail, e-commerce, CRM, and corporate communications under the same P&L discipline. While achieving +107% net revenue and +500% e-commerce growth, I led the opening of 135 new stores and the expansion of the brand from 70 to 103 countries.

Within the scope of product and category management, I led the creation of Turkey's best-selling perfume and most preferred cosmetics brand. By integrating product, packaging, and creative communication, I boosted the brand's monthly social media volume to the level of 100 million views.

I strengthened the brand's sectoral vision and employer brand through collaborations established with 50 universities. While launching local e-commerce channels in 15 countries, I created new international revenue streams by activating B2B e-export channels.

Director of Marketing and Stores

At Zeki, one of Türkiye’s heritage beachwear brands, I led the creation from scratch of a new-generation premium positioning, international brand communication and a premium retail structure, while protecting the brand’s heritage. We rethought the brand DNA, target consumer, collection presentation, price architecture, store concept, global communication, international sales channels and organisation together.

A premium brand is not just an expensive product; it is an organisation that creates the same perception at every touchpoint, from the store and visual language to the behaviour of the sales adviser and the service offered to the customer. With this approach I built the premium store experience, sales approach, visual presentation and commercial operating standards, and managed an expansion to 25 premium stores covering hubs such as Paris, Miami and Dubai. A presence in distinguished retail environments such as Galeries Lafayette Paris and Dubai Mall strengthened the brand’s international positioning.

The global campaign with Irina Shayk as the face of the brand, photographed by Mert Alaş, became a milestone in Zeki’s international fashion communication. Productions with Jérôme Duran, Lais Ribeiro and other international talent, together with work in the Paris, Milan and Miami fashion circles, carried the brand’s communication to a global premium fashion audience. Visibility in Vogue, ELLE, Harper’s Bazaar, L’Officiel, Marie Claire and GQ was supported by wide-reach outlets such as The Sun and the Daily Mail.

The repositioning also showed in commercial results: +135% like-for-like revenue growth was achieved while premium pricing, product mix and customer experience were restructured, with clear gains in average transaction value and units per transaction. The e-commerce channel I built from scratch reached 200% annual growth, and e-export and B2B opened new revenue channels. Standardising ERP, stock management, logistics and store operations strengthened the commercial backbone of the premium brand experience.

Senior Marketing and Media Manager · Brand and Retail Development

During the creation and growth of Lelas Perfumes, I worked on building a retail model that broke away from the traditional way of selling perfume, with its own store identity, customer experience and operating standards. In this structure, one of the early and notable examples of perfume-focused concept retail in Türkiye, our goal was not only to sell products but to create a distinctive brand experience.

I focused on the fact that, for a perfume brand to succeed in retail, store atmosphere, visual standards, sales adviser training, price perception and customer experience matter as much as product quality. I was responsible for developing store concepts, opening communication, visual merchandising standards, promotional campaigns and protecting brand integrity.

In this period the brand reached a scale of 220 stores in 17 countries. During the expansion I worked on marketing, media, store openings, launch communication and the development of international brand standards, creating communication approaches that adapted to local consumer behaviour while protecting a single brand identity. I treated every store opening as a strategic beginning in which the brand built a relationship with a new audience.

I worked on developing field training programmes focused on product knowledge, welcoming customers, needs analysis, sales techniques and store performance, prioritising the growth of sales teams into professionals who represent the brand and build long-term customer relationships rather than simply describing products.

By building the brand’s e-commerce system from scratch, I created a commercial structure that complemented physical retail through digital sales channels, performance marketing, product content and digital customer experience. While managing traditional advertising, digital marketing, social media and influencer partnerships together, I contributed to international B2B and Private Label projects.

The convergence of FMCG, creative industries, publishing, and hospitality experiences across the axes of brand, media, sales, and customer behavior.