Murat Selman Basar

- Delivered +38% (Net Revenue-restated) e-commerce revenue growth in 2 years, positioning Turkey as the #2 highest contributing country to European growth in Euro terms. - Increased e-commerce business share by +5 points, with a strategic roadmap targeting further double-digit share expansion by 2026. - Drove operational profitability improvement of +4 points above offline Rex benchmark. - Executed a platform diversification strategy to expand consumer reach across new marketplaces; successfully launched NYX PMU, Kiehl's, Lancôme and Kérastase official stores on a second major e-commerce platform, unlocking access to new consumer segments and strengthening the overall platform ecosystem. - Rewrote the Multi-Divisional Eventing playbook from scratch and redesigned the Multi-Div & Division RACI structure to improve cross-functional efficiency. - Built a 3-year O+O growth framework with prioritized bets on Advanced Retail Media, Data Partnerships, and Top 5 O+O Retailer Acceleration. - Served as the country's TWWT Commercial Lead, driving the NEO readiness preparation process and managing CCC Meeting agendas covering cross- divisional trade and payment terms, one data simplification & harmonization. - Led RGM and Business Planning acceleration within the Commercial Transformation & Excellence Community (from July 2025) - As a Mancom member, shaped the company's transversal commercial transformation agenda and embedded the O+O vision across all divisions. -I lead a cross-divisional e-commerce ecosystem of 45+ people — encompassing 4 divisional e-commerce heads and their teams — driving alignment, upskilling, and synergy across all business units to build a unified and future-ready commercial organization. - Direct report to Country GM.

- Led L'Oréal Turkey's largest division (65% of total company revenue) with a team of 200+ people across Drug Stores, Modern Trade, Traditional Trade, Discounter, Export, E-commerce, Business Planning & Sales Operations. - Delivered +2.7x topline growth and +8.3pts operational profitability (Rex) improvement in 3 years, navigating severe macroeconomic headwinds including a 50% TL devaluation. - Restructured Go-to-Market model, reduced payment terms by -20 days and distributor count by -26%, driving significant improvement in cash flow and operational efficiency. - Set and achieved 5.8x O+O growth, increasing e-commerce weight of business from 3% to 12% in 3 years. - Orchestrated the strategic comeback of Turkey's largest drugstore chain in 2022 with a stronger and more profitable partnership after a 2.5-year separation. - Expanded Export reach from 3 to 8 countries in one year, upgraded distributor partnerships and scaled factory capacity by +49%. - Transformed the Discounter channel into a strategic beauty democratization business; restructured the organization, overhauled the portfolio mix and delivered +22pts Gross Margin improvement with significant distribution gains — one of the most impactful commercial transformations in L'Oréal Turkey. - Ranked #4 supplier overall & 1 in E-commerce in FMCG Advantage Survey; maintained above company average Pulse(People Engagement & Enablement) scores throughout tenure. - Direct report to division GM and member of division mancom.

- Managing Drugstores channel with a team consist of; 3 Sr. KAM, 4 KAM, 1 Retail Manager, 6 KA Exe, 1 MT and 145 field staff. - Perfumery/Drugstores Channel represents 50% of CPD net sales. +10% accretive to division operating profit. - Channel development and new strategy deployment with rolling 3 years vision is key responsibilities. - Mentorship and People development is #1 priority.

- Managed Perfumery Channel (Key & Local Account Perfumeries and Department Stores) represents 45% revenue of CPD. - Lead a team of 16 people: 3 Key Account Managers, 5 Key Account Executives and 8 Area Coordinators responsible from Drug stores (Watsons, Gratis, Rossmann, Eve) & Department stores (Boyner, Debenhams). - Main responsibility is to strategically lead the perfumery channel's sustainable and profitable growth

- Managed Drug stores (Gratis, Rossmann), Department Stores (Boyner, YKM, Debenhams) and Regional Key Accounts; Özdilek, Beğendik and Selective Perfumeries Tekin Acar, Douglas which represents 18% turnover of Consumer Products Division. - Lead to; 2 Key Account Executives, 2 Area Regional Managers and 8 Area Coordinators in L’Oréal’s payroll. Additionally, 3 Exclusive (Essie) Sales Reps., 1 Sales Assistant direct reports in distributor. - New G2M model of Perfumery Channel established in 2013. - 4 times T2T Meeting Organized (1 via Gratis was in Paris L’Oréal HQ) in 2014 with Top accounts. - Managed JBP management, Annual Agreement negotiations and Full P&L responsibility.

Subject : “Strategic Business Management and Commercial Excellence” 13 weeks programme + Final Project 2019 April - In Class 2020 April - Online Class 2021 May - Online Class 2023 May - In Class

- Management of 11 distributors in 7 cities. These distributors were co-distributing Groupe- Bel’s love brands “La vache qui rit” and “Karper” spreadable cheese with Danone products to NKA, NLC/LC and SSM stores. - Leading to field sales team of 9 Area Executives, 24 Pre-sellers in East Marmara Region. Training and focusing the sales team to achieve sales targets and execute Bel’s products more effectively in POBs. - Managing 20 of Local Account’s/Chain’s agreements, activities, trade negotiations which are located in the East Marmara region. - Direct report to Country GM.

- Managed National Accounts sales in Marmara Region which represents %42 of the Modern Channel. - Led a team of 6 Sales Supervisors, 12 Sales Reps., 5 Merchandising Supervisors and 76 merchandisers who were responsible from sales to 530 stores in 19 cities. - Successfully planned, organized and executed Bayram operations (40% of Modern Channel). Exceeded the Marmara Region’s Bayram sales by achieving %122 realization. - Reduced sales team time loss rate by %20 through more effective route planning. - Led the project of national accounts order taking (EDI,B2B), demand planning, shipment and return processes (in collaboration with L&CO) to reduce Modern Channel’s Bayram returns to %14. - Worked with Bain & Company for 6 months to establish Modern Trade Channel’s Route-to Market model. - Direct report to National Account Manager.

- Managed National Accounts sales of East Marmara Region representing %24 of the Modern Channel revenue by sales to 230 stores in 13 cities with a team of; 3 Sales Supervisors, 6 Sales Reps., 3 Merchandising Supervisors and 35 merchandisers. - Drove overall annual sales from 12,9Million TL(2007) to 23,3Million TL(2009) and increased region’s share from %19 to %24. - Direct report to National Account Manager

- Maintained strong relationships with Key Accounts such as Carrefour, Dia, Tesco, Tespo and Özdilek. - Managed JBPs for designated National Key Accounts; included activity plans, contract terms and budgets. Additionally Scorecards tracking and T2T meetings executed with Carrefour & Tesco accounts. - Managed P&L and optimized the product mix specialized for each account to increase profitability. - Direct report to National Account Manager

- Led to 6 Sales Representatives, 2 Merchandiser Supervisors. - Directed the sales of Carrefour, Real, Metro, Bim, Migros, Kiler, Ersan, Maxi, Uyum and PM accounts in the responsible area İstanbul European and Thrace regions. (270 national&local account’s stores) - %105(2005) and %110(2006) of quota achieved. Increased growth rate to %29 in one year.

- Imported “Fazer Krisps” from Finland and “Mella Cake Mixtures” from Germany. Fazer Krisps & Mella Cake Mixtures launched, listed and distributed to National Key Accounts like Migros, Tansaş, Real and Gima. - All of the importation procedures and processes driven by one’s own from shipping, insurance to custom’s clearance. - Planned and executed all the marketing and sales activities. - Maintained strong relationships with key accounts to position our products in to diabetic category shelves. - Direct report to General Manager