Istanbul, Türkiye
Commercial and marketplace leader with 20+ years of experience building and scaling businesses across Retail, FMCG, and Technology. Proven track record of driving growth, transforming operating models, and leading large-scale organizations in highly dynamic and customer-centric environments. Throughout my career, I have combined commercial leadership with operational excellence—building businesses, teams, and mechanisms that create sustainable growth. My experience spans category management, marketplace strategy, omnichannel retail, sales leadership, organizational design, and large-scale transformation across local and global markets. At Amazon, I led the expansion of strategic programs across 19 marketplaces, building and scaling organizations of 750+ professionals across 12 countries while launching new countries, creating scalable operating models, and delivering significant productivity gains. At Boyner, I held executive responsibility for multiple categories, leading growth, strategic partnerships, and customer-centric commercial transformation. I am passionate about developing leaders, simplifying complexity, and translating customer needs into long-term business strategy. My leadership philosophy is centered on building high-performing teams, creating scalable mechanisms, and delivering results that endure beyond individual contributions. Key highlights: • Built and scaled global organizations of 750+ professionals across 12 countries serving 19 Amazon marketplaces. • Led the launch of five countries and developed operating models that generated $83.7M in operational efficiencies. • Delivered market-leading commercial performance, including +16.6% revenue growth while expanding profitability by 258 bps against declining market benchmarks. • Successfully led category, marketplace, and commercial transformations across FMCG, retail, and technology sectors. • Developed and promoted leaders at scale while building organizations capable of sustaining growth through change.
Leading Amazon Türkiye Marketplace’s Consumer Electronics category, with full responsibility for category leadership, strategic accounts, commercial strategy, marketplace growth, and business performance. Focused on accelerating 3P expansion through strategic partnerships, seller growth, customer experience improvement, and scalable commercial mechanisms. Own the category agenda across revenue growth, profitability, selection, price competitiveness, go-to-market execution, and operational performance. Work closely with key sellers, distributors, and cross-functional teams to drive business development, strategic planning, commercial negotiations, and long-term marketplace development. The role combines general management, category strategy, e-commerce leadership, account management, stakeholder management, and execution excellence, with a strong emphasis on building sustainable growth in a complex and fast-changing market.
Turkey Country Lead of Amazon Vendor Services designed to deliver accelerated growth for Amazon Vendors with a team of 130 talents. ✅ Drive Vendor Success Deliver measurable impact for a portfolio of key vendors by improving core retail performance metrics and strengthening long-term partnerships. ✅ Lead High-Performing Teams Develop and inspire a diverse team of Managers, Team Leads, and Brand Specialists to achieve excellence and operational efficiency. ✅ Shape Global Impact Contribute to global AVS initiatives, bringing local insights and best practices to strengthen Amazon’s vendor solutions.
🔹 Overview: Spearheading end-to-end operations and P&L management across multiple consumer-focused categories: Cosmetics, Home, Active & Outdoor, Sports, Kids, Shoes, and Bags. Key Responsibilities: 🔸 P&L Ownership: Accountable for end-to-end Profit and Loss (P&L) management across key categories, driving revenue growth while optimizing costs. 🔸 Strategic Category Management: Developing and implementing overarching category strategies to maximize customer engagement and profitability. 🔸 Buying & Sourcing: Overseeing procurement processes, including supplier negotiation and inventory management, to ensure product quality and cost-efficiency. 🔸 Team Leadership: Leading a dynamic team of 60 incredible talents, fostering an environment that encourages innovation and customer obsession—aligned with Boyner Mağazıcılık's core values.
Leading two key programs for RBS across globe; 1) Launching and operationalizing New Country Launches, 2) Leading Mass Vendor Recruitment/Management across Germany, UK, France, Italy, Spain, Netherlands, Poland, Sweden, Turkey, Japan, Canada and Austrlaia. Manages a culturally diverse team of ~750 talents located across 9 nodes, to deliver business support for 14 countries. 1) New Country Launches | Responsibilities are mentioned below: - Accelerating and ope-rationalizing New Country Launches by bringing best at Amazon practices and developing scalable country operating models. - Senior Stakeholder Management (Region VPs, Country Managers and Board Members of the countries) - Defining long term strategy for the New Country Launches for his department - Setting up a proper organization structure by developing hiring strategy for the new countries operating Achievement: Launched 4 countries (TR,NL,SE,PL), extended RBS task ownership scope from 20 tasks to 36 tasks, brought 30% operational saving (~$1M per country launch), build a team of ~230 talents from 25 talents in 3 years. 2) Mass Vendor Recruitment / Management | Responsibilities are mentioned below: - Leading mass vendor recruitment and management program to accelerate Amazon’s growth with lower operational cost structures. - Managing $2.2B Revenue with >100k vendors P&L ownership, driving business impact on bottom and topline growth. - Defining the business priorities, driving standardization across countries to support Amazon's growth and delivering operational excellence - Building strategic vision for Mass Vendor Recruitment and Management to transform a centralized vendor management work-stream across globe - Setting up a proper organization structure and hiring strategy for global Mass Vendor Recruitment and Management Program
Head of International Expansion, managing a team of ~250, responsible for; -Leading Emerging County Teams; (managing 5 emerging country teams, established in 4 different nodes) -Representative of his department in Amazon’s Emerging Country Boards, manages C-Level stakeholder relationships, (active member of emerging country boards) -Creating and establishing new country launch strategies including scope definition and resource planning, hiring and onboarding teams and setting up a new node for the organization, (defined and executed new country launch strategy for 4 countries; built the organization, hired the team for Turkey, Netherlands, Sweden, Poland country launches) -Launching critical store operations and expanding services for the new market places, (expanded scope of his organization from ~20 programs to 36 programs) -Leading Mass Vendor Recruitment and Mass Vendor Management Programs for new country launches, (owning P&L management of 1.7k vendors across emerging countries) -Leading Efficiency Program for new Amazon countries built to improve productivity of business teams, (built programs to save ~$17M of cost)
Leading EU Expansion of Retail Business Services (RBS) which is a 'Business, Technology and Operations' Team partnering with business teams to deliver best customer experience with a team >150 including 4 country node leader under 3 main streams; 1) Regional Leader of Turkey & Netherlands & Poland & Sweden: Regional Manager of RBS Teams in 3 different countries which support selection creation, product availability, customer conversion improvement, eliminating defects to maximize vendor and customer experience.. 2) EU New Marketplaces Expansion Leader: Leading RBS node strategy and establishments for the new marketplaces; responsible for building, recruiting and managing RBS Teams as well as identifying the scope of the team with key metrics to achieve in new EU markets of Amazon. 3) Head of Mass Vendor Recruitment/Management (MVR) TR: Responsible for establishing and leading the MVR TR Team to bring the most customer-centric selection to Amazon.com.tr onboarding new Vendors and developing partnerships with new and existing vendors
Managed National Key Accounts Team of 8 people including senior managers, responsible for both Snacks and Beverages categories, generating 70 million $ revenue, 28 million $ sales budget, directly reporting to Sales Director • Converted 5 % shrinking business to 9 % growing business for 2 consecutive years even though beverage category was declining by 10 %; gained +1.5 % market share in beverage category. • Influenced internal senior stakeholders to change inter-channel pricing strategy; brought 59 % growth in 2 years with 0,5 million $ sales budget productivity. • Led transformation project called Peppocket which is about establishing a transparent, monitor able sales promotional budgeting process in order to increase the effectiveness of sales promotions, with the involvement of Sales, IT, Finance teams. Expected to have a positive impact on Customer Profit by 240k $ and ROI by + 2 %. • Built Customer Value Assessment process with Finance team to ensure customer investments are visible and in line with guidelines and long term strategic goals of the company. • Strategically influenced one of the biggest SPM chain’s decision makers in order to revise their pricing strategy for the first time which brought 100k $ sales budget productivity for Pepsico and 3.2 % margin improvement for customer and 14 % revenue growth for both parties. • Influenced portfolio optimization process led by supply chain to revise delist decisions; generated 1.5 million $ revenue with 60 % GM and 5 % market share. • Formed National Key Accounts Team; hired and trained 5 people, promoted 6 team members, increased productivity by 25 %.
Managed West Turkey Local Modern Trade Team of 120 people located in 5 cities generating 50 million $ revenue and 15 million $ sales budget for personal care, home care and foods categories. Reporting to Local Modern Trade Director. • Overachieved annual growth target by 111 % while improving margin by +1,4%. • Acquired key spm customers from distributive trade to modern trade with top level strategic influencing and offering win-win solutions resulted as +10 % growth wrt previous years. • Motivated field team to execute a new program called Perfect Coast which is about focusing on in store execution in seasonal summer stores, achieved to grow 26 %. • Successfully finalized annual contract negotiations with the biggest customer by listing 88 products (sku) which generated 1 million $ revenue and 17.8 % growth. • Created Perfect Launch Program to leverage new launches; perfectly executed launches, brought incremental 3 million $ revenue. • Key Member of the 1st Green Store builder team in Turkey which was a unique and globally recognized as a best practice example for sustainability and 1st Perfect City in House Hold Category, drives market share and category growth.
Led Trade Marketing Process with marketing teams for all categories and all channels of Unilever with a team of 3 Managers and 2 assistants. Main responsibility was to create tailored made growth strategies for each category by translating marketing 6P recommendations into practical and scalable Shopper Driven Assortments, Planograms, Promotional Strategies, and Pricing Strategies. • Organized Category Management Roadshows in 8 cities; reached 170 small spm customers, 800 participants in order to increase customers’ category management knowledge; covered 30 % of Unilever turnover with a 36 % ROI. Announced as globally best practice and became a tradition, rearranged 5 years in a row. • Revised Cif Spray relaunch; influenced marketing and sales stakeholders to reduce the number of skus by 50 % and to focus on availability; gained 3 % market share in 1 year. • Defined promotion guidelines by deeply analyzing all types of promo investments and outcomes with a channel and brand matrix approach. Identified tailor-made channel and brand promo strategies for each brand with finance, marketing and sales teams. • Managed Customer Collaboration Centre of Turkey built for creating collaborative projects with customers; 57 category management projects finalized which brought “The Most Utilized Centre” award globally.
Led global project called “Perfect Store” which has 3 stages: Firstly; translating shopper centric insights into practical, scalable and repeatable in store-execution guidelines for sales team. Secondly; revealing improvement areas with robust monitoring systems and finally implementing into stores. In addition to that, managed Unilever merchandising (3rd party) team; 9 million $ budget over 800 merchandisers all around Turkey for all Channels. Managed directly a team of 5 people. • Increased coverage of Perfect Store program from 10k stores to 140k stores; one of the highest figures globally. • Led globally well—known Perfect Store Laboratory creating team where 72 repeatable shopper centric in store executions implemented with 172k $ investment, returned positive in 1.5 year financially. • Arranged 6 Perfect Store Days which brings all Turkey Sales Team together. Created synergy and motivation to achieve seasonal in store execution targets such as dominating displays in Ramadan, Back to School etc. • Restructured Merchandising Operation all over Turkey; improved store coverage by 12 % without any further investments. • Created the first-ever video training 2 day program for Merchandising Team to fulfill development needs with a saving 335k $.