Murat Göçken

Jimmy Key – Modern Womenswear Brand | 75 Stores in Turkey, 14 International Locations

Founded in 1997, Jimmy Key is a leading Turkish womenswear brand that blends modern comfort with effortless Mediterranean elegance. With 75 domestic stores and an expanding international footprint across 14 countries, the brand caters to confident women seeking timeless quality, sophisticated design, and all-day comfort.

• As Director of E-Commerce and Marketing, held end-to-end leadership responsibility for the brand’s digital commerce, omnichannel marketing, customer experience strategy, and enterprise-wide AI transformation roadmap.
• Led a multidisciplinary team of 30+ professionals across Marcom, Digital Marketing, Customer Service, CRM, Studio, Content team, Marketplaces, and Digital Operations.
• Reported directly to the CEO and Executive Board, overseeing full P&L ownership of all digital sales channels, including budgeting, OPEX control, margin optimization, and profitability management.
• Formulated and executed the omnichannel growth strategy, integrating online and offline retail with customer-centric experience planning, performance marketing, CRM, and creative brand building.
• Spearheaded Jimmy Key’s AI-powered digital transformation roadmap, leading cross-functional execution across design, pricing, demand forecasting, content creation, and customer service.
• Managed the company’s presence across third-party marketplaces (Trendyol, Hepsiburada, Boyner), driving +60% YoY GMV growth via operational excellence, pricing optimization, and localized merchandising.
• Led the development of customer retention and loyalty strategies, implementing CRM segmentation, lifecycle automation, and personalized campaign flows to boost engagement and repeat sales.
• Managed seasonal campaign calendars, creative production, and promotional planning in close coordination with merchandising, studio, and retail operations teams.
• Directed paid media, SEO/SEM, influencer partnerships, sponsorships, e-mail marketing, and in-store activations, increasing ROAS by 35% YoY through rigorous performance optimization.
• Directed the planning, production, and execution of celebrity-led brand campaigns, including seasonal TV commercials, digital content, and photoshoots—ensuring alignment with brand DNA and marketing objectives.
• Managed the brand’s Visual Merchandising (VM) team in line with the brand DNA and overall marketing strategy.

Hemington & Knitss | Luxury Menswear & Contemporary Knitwear Brands

Hemington, established in 2015, is a premium Turkish menswear brand with a growing retail footprint of 14 standalone stores. Its sister brand,

KNITSS, is a modern, creative knitwear label that champions sustainable fashion, serving customers via 6 stores in Turkey and through a global

network of 50+ premium boutiques in the United States.

• Reported directly to the CEO and Board of Directors, holding full executive responsibility for the end-to-end operation of both brands across online and offline channels.
• Functioned as Chief Operating Officer, overseeing the day-to-day administrative and operational functions across the organization with a mandate to drive cross-functional efficiency, scalability, and profitability.
• Provided strategic and operational leadership for key corporate functions, including Sales, Marketing, E-Commerce, Strategic Planning, Procurement, Human Resources, and Information Technologies, managing a total headcount of 150+ white-collar employees.
• Designed and led the go-to-market and revenue strategy, driving performance across retail, digital commerce, and partner channels, with a focus on increasing market share, revenue per square meter (RPSM), and EBITDA margins.
• Owned and managed the annual commercial budget and full P&L accountability across both brands, including retail, digital, and wholesale business units.
• Developed and implemented the company’s multi-channel growth strategy, encompassing new market entries, store expansion, online channel performance, and international wholesale partnerships.
• Oversaw sales forecasting and demand planning, integrating data-driven insights to support strategic decision-making and resource allocation.
• Managed monthly budgets and digital investment strategies across all online sales channels, including ATL marketing, performance marketing, paid media, CRM campaigns, SEO, and affiliate partnerships, ensuring scalable ROI.
• Led the development and execution of retail store strategies, optimizing sales productivity, operational efficiency, and profitability across all touchpoints.

Eren Retail, with over 30 years of expertise in the fashion industry, operates more than 300 sales points across 20 countries, managing a powerful brand portfolio that includes Burberry, Lacoste, Gant, Nautica, Superstep, Occasion, Converse, The Kooples, and FashFed. The company delivers premium fashion experiences through both physical retail and digital commerce channels.

• Held full P&L accountability for the e-commerce performance of Superstep, Converse, and The Kooples, managing both topline growth and cost efficiency across marketing, operations, and logistics functions.
• Led a high-performing e-commerce team consisting of 2 E-Com Managers and 6 Specialists, overseeing content management, product lifecycle, merchandising, order management, and commercial operations across three brand websites.
• Directed and optimized the end-to-end digital customer experience—including site structure, UX/UI development, navigation, PDP/PLP architecture, checkout funnel optimization, and on-site personalization tactics.
• Collaborated cross-functionally with key departments—Web Development, Tech, Logistics, Brand Marketing, Performance Marketing, CRM, and Customer Service—to deliver coordinated go-to-market strategies and ensure KPI alignment.
• Partnered with digital agencies to drive continuous improvement via A/B testing, heatmap analysis, session replays, and funnel diagnostics—resulting in measurable uplift in conversion rate, AOV, and retention metrics.
• Owned the digital marketing calendar and campaign planning cycles, working closely with media, CRM, and creative teams to deliver revenue-driving campaigns across paid search, social, email, display, and affiliate channels.
• Oversaw the UX/UI roadmap, managing external and internal developers and designers with a mobile-first focus, prioritizing performance, user-centric features, and new functionality deployment.
• Delivered strong e-commerce KPIs, including double-digit growth in online revenue, improved customer acquisition costs (CAC), and expanded LTV through personalization, retargeting, and CRM initiatives.

Hatemoğlu, founded in 1924, is Turkey’s first domestic menswear brand and garment manufacturer. With a retail network of 81 stores across the

country, the company continues to lead the Turkish fashion industry through its three distinct brands: Hatemoğlu, Hatem Saykı, and HTML.

• Reporting to the General Manager – Oversaw Digital Growth, Marketing, and E-Commerce Strategy
• Held full P&L responsibility and strategic ownership of the company’s digital commerce business, orchestrating a comprehensive e-commerce growth roadmap in alignment with corporate business objectives.
• Spearheaded the digital transformation of the brand, integrating cross-functional expertise in sales, marketing, IT, logistics, and data analytics to deliver a seamless and scalable omnichannel experience.
• Directed all aspects of e-commerce operations for the Hatemoğlu and Hatem Saykı brands, including UX optimization, website architecture, content strategy, checkout flow, CRM-driven campaigns, and performance marketing.
• Managed an integrated e-commerce team structure, covering Digital Marketing, SEO, Paid Media, IT, Content Creation, Graphic Design, Photography Studio, and Category Management, fostering collaboration and agility.
• Directed the planning, production, and execution of celebrity-led brand campaigns, including seasonal TV commercials, digital content, and photoshoots—ensuring alignment with brand DNA and marketing objectives.
• Achieved +150% YoY net sales growth in 2020, marking the highest e-commerce performance in the company’s history, driven by conversion rate optimization and full-funnel marketing execution.
• Utilized web analytics, heatmaps, A/B testing and marketing attribution tools (e.g. Google Analytics, Meta Ads Manager, SEMrush, Insider, etc.) to drive data-informed decision-making and continuous CX improvements.
• Oversaw the alignment of brand and performance marketing, managing the marketing team to deliver on KPIs related to brand awareness, engagement, conversion, and customer lifetime value (CLV).

Founded in 2018, Allurist is a digitally native fashion retail platform that connects globally recognized and emerging Turkish designer brands with style-conscious women in the Middle East. With a mission to deliver premium fashion at accessible prices, Allurist collaborates with both local and international designers to curate trend-driven, high-quality collections.

• Held end-to-end responsibility for the supply chain, digital marketing strategy, and overall platform operations, overseeing all operational workflows across business units and ensuring seamless alignment with business goals, customer experience standards, and growth targets.
• Built strategic partnerships and executed commercial agreements with leading Turkish womenswear brands such as Gizia, Nocturne, Perspective, Gusto, Yargıcı, Mizalle, and Lily and Rose, defining sourcing strategies and developing localized pricing models based on margin and competitive positioning.
• Relocated to Dubai in 2017 to spearhead business development initiatives, conduct in-depth market research and competitor benchmarking within the GCC fashion and e-commerce landscape.
• Led cross-functional teams across e-commerce operations, customer support, UX/UI design, and content management, ensuring a consistent and engaging omnichannel brand experience.
• Oversaw agency performance in SEO, SEM, paid media, social media management, and e-mail marketing, driving acquisition and retention through data-informed digital strategies.
• Established and nurtured strategic partnerships with regional influencers, overseeing collaborations and ambassador agreements that expanded Allurist’s digital footprint across Gulf markets.
• Initiated and negotiated co-branded marketing agreements with Dubai-based womenswear labels to enhance cross-border visibility and product mix diversification.

As a leading denim-focused fashion retailer with over 600 stores across 25 countries and an annual turnover exceeding 1 Billion TL, Colin’s drives

international growth through a robust network of direct operations in 6 countries (Turkey, Russia, Ukrain, Romania, Belarus and Georgia) and

franchise partnerships in 20 others. Within this expansive structure, the Marketing Communications team plays a key strategic role in enhancing

brand equity and customer engagement at global scale.

• Developed and executed integrated global marketing communication strategies across all 600 stores, ensuring consistent alignment with the brand’s DNA and positioning.
• Effectively managed a comprehensive annual marketing budget of $10 million, allocating funds across advertising, PR, sponsorships, photo/video productions, website content, and printed materials.
• Oversaw all major communication channels including advertising, PR, digital platforms, CRM, promotions, sponsorships, loyalty programs, and consumer research, ensuring message coherence across touchpoints.
• To manage the process of providing target customer base with informative and satisfying messages, which aims at creating and strengthening positive perception and behavior towards brand.
• Built and implemented strategic marketing plans that were visually cohesive, content-aligned, and deeply rooted in brand identity, ensuring regional adaptability while maintaining global consistency.
• To establish working framework of marketing communication concept with goal of maximizing brand awareness
• Directed the production of seasonal fashion campaigns and TV commercials, overseeing creative development, shoot planning, and media rollout across markets.
• Coordinated and led cross-functional collaboration with creative agencies, PR firms, digital partners, and production houses, ensuring strategic alignment and timely execution of all marketing activities.
• Commissioned and managed biannual consumer brand perception surveys, translating findings into actionable marketing initiatives to enhance brand favorability and customer loyalty.

• Oversaw and strategically managed an annual marketing budget of 6.5 million TL, ensuring optimal allocation across brand, retail, and digital channels.
• Designed and executed 360° marketing campaigns, integrating above-the-line (ATL), below-the-line (BTL), and digital touchpoints to build a seamless customer journey across channels.
• Provided leadership to the Marketing, Brand, Visual Merchandising, and Design teams, fostering a collaborative, creative, and results-driven culture.
• Oversaw digital marketing initiatives, including performance marketing, social media strategy, CRM campaigns, and content development, with a focus on customer acquisition and loyalty.
• Implemented data-driven performance monitoring frameworks, using KPIs, dashboards, and post-campaign analysis to evaluate marketing effectiveness and optimize decision-making.
• Planned and executed integrated advertising campaigns across all sales channels, ensuring message consistency, budget discipline, and measurable impact on brand visibility.
• Continuously identified and leveraged opportunities for corporate publicity and brand positioning, both in owned and earned media channels.
• Supervised and updated visual merchandising strategies, collaborating with the Visual Team to ensure window displays and in-store experiences directly supported commercial targets.
• Orchestrated and optimized all sales support activities—including advertising, new store openings, retail renovations, POP materials, and in-store visual storytelling.

• Reported to the General Manager; held full responsibility for the development and execution of strategic marketing plans, ensuring alignment with organizational goals and commercial targets. Led all functions under the marketing umbrella, including Brand & Planning, Visual Merchandising, Advertising, and Design.
• Managed a 5.5M TL annual marketing budget, ensuring effective allocation across brand campaigns, media, PR, and trade activities.
• Played a leading role in the creation and launch of two new sub-brands, “Hatem Saykı” and “HTML,” while redefining Hatemoğlu’s product and marketing strategy from the ground up, resulting in a 35% YoY LFL sales increase.
• Directed pricing strategies for 24 product categories across three brands, balancing competitiveness and profitability.
• Established and structured brand management teams, fostering collaboration with sales and adopting a results-oriented, constructive approach.
• Built and managed a Design team, encouraging innovation while ensuring alignment with brand identity and company culture.
• Served as an active member of the Committee of Directors, contributing to weekly strategic decision-making across the organization.

• Reported directly to the General Manager; led the end-to-end management of 22 product groups across buying, pricing, planning, and promotional strategy for a national retail network.
• Managed a 22M TL annual purchasing budget, sourcing from both the domestic market and key international suppliers in Italy and Asia.
• Oversaw product development and seasonal collection creation, aligning design, merchandising, and market trends.
• Led production planning, inventory, and stock management for a network of 57 stores (as of Dec 2012), ensuring product availability and sell-through optimization.
• Directed category planning and in-store product role management, aligning with customer demand and brand strategy.
• Conducted sales and demand forecasting, working closely with the planning team to ensure accurate product supply.
• Owned the full lifecycle of product cost, pricing strategy, profitability management, and buying budget.
• Coordinated large-scale promotional campaigns, including strategic retail partnerships such as BİM.
• Led sourcing and supplier negotiations for finished garments, fabrics, trims, and accessories, achieving optimal cost structures through rigorous vendor performance analysis and negotiation.

Target Moden is a garment manufacturer with a monthly production capacity of 800,000 pieces, supplying leading global retailers including Inditex, H&M, Kaufhof, Motivi and C&A across Europe. The company’s production operations in Turkey, Egypt, and Uzbekistan were managed to ensure quality, compliance, and on-time delivery across all manufacturing sites.

• Managed a $32 million annual sales portfolio, leading export operations across 10+ countries and 2 continents.
• Oversaw the entire garment production process, including in-house manufacturing and coordination with subcontractors, delivering 800,000 units per month.
• Directed 6 cross-functional departments, leading a team of 57 white-collar and 408 blue-collar employees, ensuring operational efficiency and quality standards across all units.
• Ranked among the Top 50 Turkish Textile Exporters in terms of total export value.

• Spearheaded initiatives in sales growth, cost optimization, sourcing, and strategic buying across multiple regions.
• Company recorded highest sales scores: %32 growth in Net Sales, %8 growth in net profit in 2007 YoY.
• Reduced production costs by 30% through the establishment of new manufacturing partnerships and investments in Egypt and Uzbekistan, while improving local supplier agreements via strategic negotiations.
• Secured long-term contracts with new high-performing clients in key European markets, including Italy and Spain, contributing to sustained business growth.

• Provide dedicated assistance to CIP passengers from arrival to departure, including check-in, baggage handling, immigration, security, boarding, and lounge services.
• Coordinate with ground handling and airline staff to ensure smooth and timely services.in İstanbul Atatürk Airport.
• Promoted to shift supervisor at Turkish Airlines, overseeing a team of 10+ employees to ensure efficient daily operations.