Merve Deveciler Has Joined H&M as Head of Marketing
The former adidas executive will lead H&M's marketing operations across Türkiye, Georgia, and Kazakhstan.
Updated on Oct. 2, 2026 in Marketing
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Merve Deveciler has been appointed as the new Head of Marketing for H&M in Türkiye, Georgia, and Kazakhstan. She will operate from her new base in Istanbul to oversee brand strategy and loyalty programs.
Why it matters
This appointment brings a veteran digital and brand strategist to H&M at a time when the retail giant is looking to strengthen its footprint and customer engagement in the Emerging Markets region.
Deveciler brings 4.5 years of experience from her tenure at adidas, where she held leadership roles in digital and loyalty programs. Her new scope encompasses marketing functions for three distinct national markets.
The players
Merve Deveciler
She is the newly appointed Head of Marketing for H&M in Türkiye, Georgia, and Kazakhstan.
H&M
This multinational clothing retail company is known for its fast-fashion offerings and operates globally.
adidas
This global athletic apparel corporation previously employed Deveciler in various digital and brand management leadership roles.
The details
Deveciler is tasked with managing digital and media functions, including brand campaigns, performance media, CRM, and loyalty initiatives. Her background includes a stint as a Marketing Manager for Mobile Devices at Hepsiburada and a focus on digital activations at adidas.
Timeline
Deveciler contributed to the UEFA Champions League Final in 2023.
The appointment was formally reported on October 2, 2026.
Market Landscape
Her appointment aligns with the broader industry shift toward hyper-localized digital loyalty and CRM strategies to capture consumer spending in high-growth emerging markets. This move positions H&M to compete more effectively by integrating specialized regional digital activations into its global retail framework.
Customers in Türkiye, Georgia, and Kazakhstan can expect a transition toward more integrated digital loyalty programs and targeted marketing campaigns. These changes aim to enhance the shopping experience and improve brand engagement across the H&M digital ecosystem.
The takeaway
Retailers are increasingly looking to leaders with strong digital and CRM backgrounds to navigate the complexities of emerging markets. Implementing these localized digital strategies is essential for maintaining brand relevance in an era of fragmented global consumer habits.
Further reading
For more on industry leadership trends, visit our Marketing section.
Source note: This article includes information reported by Indian Advertising Media & Marketing News - exchange4media.
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