Fehime Garan Özkan

Providing strategic advisory to leading retail and e-commerce companies, with a focus on profitable digital growth, omnichannel transformation, and scalable operating models.

Selected Clients: Suwen, MR.DIY, Emsan–Karaca, Rakle

Key Advisory Areas

• Developing e-commerce and digital growth strategies, KPI frameworks, and performance management models
• Designing organizational structures, operating models, and high-performing digital teams
• Building omnichannel strategies and optimizing end-to-end customer journeys and lifecycle management
• Advising on e-commerce platforms, MarTech ecosystems, OMS, CRM, and technology transformation
• Developing performance marketing, CRM, loyalty, conversion, and retention strategies
• Driving P&L optimization, unit economics, and profitable revenue growth
• Leading vendor evaluation, technology selection, and strategic partner selection processes
• Supporting transformation programs through interim leadership and executive-level advisory
• Aligning commercial strategy, organization, technology, operations, and KPIs to build sustainable and scalable growth models

Decoverse | Eczacıbaşı
E-Commerce / Marketplace Leadership

Decoverse is Eczacıbaşı’s digital marketplace for bathroom products and renovation solutions, offering 75,000+ SKUs and built on the Mirakl marketplace platform.

• Reported directly to the CEO, with end-to-end responsibility for e-commerce and marketplace strategy, commercial performance, operations, and customer experience.
• Held full P&L and budget ownership, with a clear mandate to accelerate revenue growth while improving profitability.
• Led a 10-person cross-functional team, aligning commercial, marketplace, operations, customer experience, and technology priorities.
• Defined the marketplace growth strategy and operating model, with a focus on scalability, customer acquisition, conversion, and sustainable growth.
• Established and optimized logistics, fulfillment, and post-purchase processes to improve operational performance and customer experience.
• Managed and developed strategic relationships with vendors, suppliers, service providers, and technology partners.
• Developed the strategy and business model for the interior designers and professionals marketplace, expanding the platform beyond traditional B2C commerce.
• Designed and optimized the end-to-end digital customer journey, from inspiration and product discovery through purchase, delivery, and service.
• Established KPI and performance management frameworks across vendors, call center, logistics, service operations, and professional partners.
• Led digital and operational transformation initiatives focused on conversion, customer experience, operational efficiency, and profitable growth.

Key Achievements & Strategic Projects

• Development and scaling of the Decoverse Marketplace
• Launch of a dedicated platform for interior designers and industry professionals
• Development of an inspiration-led digital shopping experience to strengthen product discovery and conversion
• Creation of the Ready-to-Buy Bathroom proposition, simplifying a complex renovation journey into an integrated commerce experience

EVYAP | E-Commerce Director

• Reported directly to the CEO, with end-to-end responsibility for e-commerce strategy, commercial performance, operations, and digital growth.
• Held full P&L and budget ownership, driving an ambitious growth and profitability agenda.
• Led an e-commerce organization of 20 people across online sales, digital marketing, marketplace, operations, customer service, content, and graphic design.
• Additionally managed a 15-person warehouse and logistics team, overseeing e-commerce fulfillment, inventory operations, order preparation, and delivery performance — leading an overall organization of approximately 35 people.
• Defined and executed the e-commerce growth strategy and roadmap, aligning commercial, marketing, operational, and technology priorities.
• Led the digital marketing strategy, with a focus on customer acquisition, conversion, revenue growth, and marketing efficiency.
• Established a dedicated e-commerce warehouse and fulfillment operation, working cross-functionally to build the required processes and capabilities.
• Built and managed strategic relationships with marketplaces, technology partners, logistics providers, and other third-party partners.
• Led the transformation of evyapshop.com, integrating the e-commerce platform with marketplace operations, warehouse processes, and fulfillment infrastructure.
• Expanded international e-commerce sales channels, supporting Evyap’s digital growth beyond the domestic market.
• Established performance management across e-commerce and operational functions, with a focus on sales, conversion, fulfillment efficiency, customer experience, and profitability.

Key Achievements & Strategic Projects

• Launch of the new Evyapshop.com e-commerce platform
• Set-up of a dedicated e-commerce warehouse and logistics operation
• Implementation and integration of WMS capabilities to improve inventory visibility and fulfillment efficiency
• Integration of e-commerce, marketplace, warehouse, and logistics operations into a scalable operating model
• Expansion of international online sales channels

PENTI | E-Commerce Director

• Reported directly to the COO, with end-to-end ownership of Penti’s e-commerce business, including P&L, digital sales, marketing, marketplaces, omnichannel, customer experience, and e-commerce operations.
• Held full P&L and budget responsibility, leading an ambitious growth and profitability agenda throughout a period of rapid digital expansion.
• Built and scaled Penti’s e-commerce business and operating model, transforming digital commerce into a significant growth engine for the company.
• Led a 20-person cross-functional e-commerce team and established dedicated capabilities across e-commerce, customer service, and warehouse operations.
• Developed and executed the short- and long-term e-commerce growth strategy, defining commercial targets, customer KPIs, channel priorities, and performance frameworks.
• Drove significant and sustained digital growth, delivering successive year-on-year sales increases of 8x, 2.5x, 2x, 2x and 4x between 2015 and 2020.
• Led Penti’s omnichannel transformation, launching capabilities including Click & Collect and Easy Return, connecting the digital customer journey with the physical store network.
• Maximized digital revenue and marketing ROI through an integrated approach to customer acquisition, retention, conversion, and performance marketing efficiency.
• Established and scaled domestic and international marketplace operations, expanding Penti’s digital reach across multiple sales channels.
• Led Penti’s international e-commerce expansion, launching the Romania e-commerce operation and defining its local digital commerce strategy.
• Built and managed strategic relationships with media agencies, marketplaces, technology partners, logistics providers, and other third-party partners.
• Led key technology and customer experience initiatives including the mobile commerce experience, iOS & Android app, and Order Management System (OMS).
• During the 2020 pandemic-driven acceleration of online retail, scaled the organization, technology, and operational capabilities required to support a 4x increase in e-commerce sales, while strengthening the foundations for sustainable omnichannel growth.

Key Achievements & Strategic Projects

• 8x e-commerce sales growth | 2015–2016
• 2.5x e-commerce sales growth | 2016–2017
• 2x e-commerce sales growth | 2017–2018
• 2x e-commerce sales growth | 2018–2019
• 4x e-commerce sales growth | 2019–2020
• Omnichannel Transformation — Click & Collect and Easy Return | 2018
• International E-Commerce Expansion — Romania | 2018
• 16th Altın Örümcek Web Awards | 2018
• Penti Mobile App — iOS & Android | 2020
• Order Management System (OMS) implementation | 2020

E-COMMERCE & OMNICHANNEL CONSULTANT

• Led the end-to-end establishment of e-commerce operations for Jimmy Key and ECCO Türkiye, including the launch of their e-commerce websites, organizational set-up, and team building.
• Designed the foundations required to operate and scale their digital commerce businesses, covering e-commerce processes, operations, and digital capabilities.

Selected Clients: Jimmy Key | ECCO Türkiye

• Reported to the E-Commerce Director, with responsibility for online merchandising, category management, and commercial planning.
• Managed product assortment, sales planning, pricing, and promotional strategy across digital sales channels to drive revenue growth.
• Established and optimized online category structures and digital merchandising, improving product discovery and commercial performance.
• Developed online-to-offline sales initiatives, supporting the integration of digital and physical retail channels.
• Managed campaign planning and monitored digital marketing investment and ROI to maximize commercial performance.

Key Achievements & Projects

• Grew the e-commerce channel to become the #1 store in the company by sales
• Contributed to the successful SAP Hybris e-commerce transformation, recognized with the 2014 SAP Hybris E-Commerce Transition Award

MAVI | E-Commerce Transformation

• Reported directly to the COO and led a 4-person team responsible for the end-to-end development and launch of the new mavi.com e-commerce platform.
• Led the business and digital transformation workstream, defining the e-commerce vision, customer experience, functional requirements, and platform capabilities.
• Partnered with a German digital transformation agency and internal cross-functional teams to translate commercial and customer needs into technology solutions.
• Managed the end-to-end project lifecycle, coordinating business, technology, operations, and third-party partners to ensure successful delivery.
• Owned project governance, stakeholder management, timelines, and CAPEX/OPEX budgets.
• Defined the required e-commerce capabilities and business processes to create a scalable foundation for Mavi’s future digital growth.

Key Achievement

• Successfully launched the new mavi.com in 9 months, delivering Türkiye’s first SAP Hybris B2C Commerce implementation.

• Reported to the Retail Sales Director, with responsibility for a regional retail operation of 20 stores, 220 employees, and TL 60M in annual sales.
• Led store managers and field teams, with full accountability for sales performance, operational excellence, customer experience, and achievement of regional targets.
• Managed business planning, budgets, sales targets, and store performance, translating commercial objectives into store-level action plans.
• Drove same-store sales growth (LFL) through performance management, customer-focused initiatives, and operational improvements.
• Evaluated market potential and expansion opportunities and led the end-to-end opening of new stores, from planning through operational launch.
• Strengthened alignment between stores and headquarters, improving execution, communication, and commercial performance.
• Developed and implemented a Store Managers Training Program, strengthening leadership capabilities and operational standards across the region.

Key Achievements

• Delivered 23% LFL growth
• Contributed to 40% overall sales growth
• Successfully opened 8 new stores
• Managed a retail organization of 220 employees across 20 stores

• Reported to the Sales Director, managing a retail network of 29 stores, including 18 company-owned stores and 11 franchise locations.
• Held responsibility for sales performance, store operations, and brand standards across both directly operated and franchise stores.
• Drove sales growth across the franchise network through commercial initiatives, performance monitoring, and operational support.
• Strengthened collaboration between franchise partners, stores, and corporate headquarters, ensuring consistent execution of commercial priorities.
• Identified and evaluated new store and franchise opportunities, supporting network expansion through market and commercial feasibility assessments.
• Standardized operational practices and customer experience standards across the retail and franchise network.

• Reported to the Sales Director, leading department store operations and an 80-person sales organization.
• Managed commercial performance and revenue forecasting for key retail partners including YKM, Boyner, Ender, and Huzur Giyim.
• Led sales, order, and inventory planning, aligning product demand with commercial targets and stock availability.
• Developed and managed sales budgets and performance targets across department store locations, driving execution against revenue goals.

• Managed field sales and relationship development across healthcare professionals, pharmacies, and hospital accounts, with responsibility for regional sales performance.
• Managed commercial budgets and analyzed sales performance and KPIs, developing action plans to achieve regional targets.