H&M Appointed Merve Deveciler as Marketing Lead
The retailer has named a new Head of Marketing for Türkiye, Georgia, and Kazakhstan to oversee regional digital and loyalty efforts.
Updated on Oct. 2, 2026 in Marketing
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Merve Deveciler has joined H&M as the Head of Marketing for Türkiye, Georgia, and Kazakhstan, operating from Istanbul. She will lead the regional strategy for digital activations, media, and customer loyalty programs.
Why it matters
Operators in retail look to such leadership changes to signal a company's shifting investment focus toward digital performance and loyalty integration in emerging markets. Deveciler arrives with a background in managing media and digital loyalty programs at a global scale.
Deveciler brings 4.5 years of experience at adidas, including a tenure as Director of Digital & Loyalty Programs for Emerging Markets, to her new role at H&M. Her scope now encompasses digital and media operations across three distinct regional markets.
The players
Merve Deveciler
The new Head of Marketing for Türkiye, Georgia, and Kazakhstan at H&M with previous experience in digital and loyalty programs at adidas.
H&M
A global fashion retail chain that manages a large-scale network of stores and online platforms across international markets.
adidas
A multinational athletic footwear and apparel corporation known for its global digital marketing and performance media operations.
The details
Deveciler is tasked with managing integrated marketing functions, including brand campaigns and CRM, from her base in Istanbul. Her role involves centralizing the digital activation pipeline and loyalty programming across the three covered nations. This shift reflects an effort to unify regional digital strategy under a single leadership structure.
Timeline
2023: Served on the UEFA Champions League Final team in Istanbul.
- 2026-10-02
Appointment officially reported.
Market Landscape
Global retailers increasingly centralize digital media and loyalty oversight within high-growth regional hubs to capture market share. This move follows the documented industry trend of shifting marketing leadership to local experts with experience in complex emerging-market digital ecosystems.
Business owners should monitor whether this leadership change correlates with an uptick in regional digital performance or loyalty-driven sales in these markets. Evaluate how your own firm’s regional marketing leadership structure aligns with the current demands of digital media and customer retention.
The takeaway
The consolidation of marketing oversight under a regional head often signals a push to synchronize digital activation and loyalty data across borders. Operators should look for similar executive shifts as a potential indicator of a firm's upcoming localized digital strategy.
Further reading
For broader trends in retail strategy, explore the Marketing section.
Source note: This article includes information reported by Indian Advertising Media & Marketing News - exchange4media.
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