ISTANBUL — Global fashion retail giant H&M has appointed Merve Deveciler as Head of Marketing for its Türkiye sales market. Based in Istanbul, her leadership portfolio will also extend across the Georgia and Kazakhstan markets.
Deveciler transitions to H&M following a 4.5-year tenure at adidas, bringing extensive cross-border experience in digital media, brand strategy, and customer loyalty frameworks.
Key Highlights & Profile Context
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Regional Scope: In her new capacity at H&M, Deveciler will direct brand strategy, consumer engagement, and marketing operations across three key Eurasian retail markets: Türkiye, Georgia, and Kazakhstan.
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adidas Tenure: At adidas, she most recently served as Senior Manager, Digital & Media, managing performance media, brand campaigns, CRM, and digital platforms. She also previously served as Director, Digital & Loyalty Programs for Emerging Markets, overseeing adiClub initiatives across MENA, South Africa, Türkiye, Southeast Asia, Australia, and India.
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Major Project Leadership: During her previous roles, Deveciler spearheaded high-profile campaigns including digital strategy for the UEFA Champions League Final 2023 in Istanbul, major athletic jersey launches, and commercial category executions.
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Prior E-Commerce Background: Before joining adidas, she served as Marketing Manager for the Mobile Devices division at Turkish e-commerce platform Hepsiburada.
