Müge Orlu

•Drive and implement the e-commerce strategy for both Enplus and Leggno, including 3 O&O websites and marketplaces for both companies •Drive revenue and profitability in a multi-brand structure by managing the full e-commerce P&L, including sales, traffic, conversion, AOV, margin, and marketing ROI •Lead the end-to-end digital transformation projects •Lead online marketing, social media and communication strategy •Manage external agencies, platform vendors, and fulfillment partners to ensure operational excellence and customer satisfaction •Work closely with Retail, Purchasing, Marketing, IT, Logistics and After Sales Services departments to ensure operational excellence •Report directly to CEO •Manage a team of 10 e-commerce professionals, 2 executives and 8 specialists

•Develop and execute the end-to-end eCommerce strategy for Under Armour Turkiye, aligning with global priorities and local growth opportunities •Manage P&L for Under Armour’s online channel including O&O website and marketplaces •Define product assortment for each online sales channels according to both brand standards and sales performance, manage overall online channel stock •Define, monitor, manage and report all online channel KPIs (sales budget, GM, CR, sessions, digital marketing budget, ROAS, return rate, NPS, etc.) •Manage all e-commerce related 3rd party relationships (infrastructure company, ERP vendor, warehouse, outsourced customer services, digital marketing vendors&agencies, etc.) •Initiate, implement and develop all e-commerce related systems and platforms in order to increase online channel SOB and customer satisfaction •Initiate and implement omnichannel projects for Under Armour Turkiye, by doing so working closely with related 3rd parties, ERP vendor and retail team •Responsible for operational excellence, manage end-to-end customer online experience •Monitor O&O site daily in terms of revenue, inventory, content management, orders&returns, digital marketing actions&KPIs, etc. •Define and manage 360 digital marketing strategy&communication, including Google and Meta ads, email marketing, affiliate marketing, web/mobile push management, influencer marketing, etc.), allocate digital marketing budget in the most efficient way according to defined KPIs •Partner with Marketing, IT, Retail, Logistics teams to ensure an integrated and consistent brand experience across all channels •Directly report to managing director of Dogus Retail Group and Under Armour EMEA headquarter team •Manage a team of 5 e-commerce professionals

• Creating, maintaining and optimizing seasonal website content calendars, ensuring all content is up to date, executing product launches • Responsible for the overall website and customer journey quality (Onsite Merchandising, Content Management, Product Categorization, etc.) • Creating and localizing of content assets which will be used on the website and digital marketing channels • Managing and optimizing all revenue/traffic driving activities and initiatives (Paid Search, Retargeting, Affiliate Marketing, Social Media, Email Marketing, etc.) • Monitoring and analyzing daily performance of KPIs (Revenue, Order Volume, AOV, Traffic, Conversion Rate) through the use of Omniture and Google Analytics and allocating marketing budget to each marketing channel by making ROI analyses • Searching for new digital marketing channels/vendors and forming partnerships to uplift sales • Planning promotions to uplift revenue, conducting promotion operations (set-up, test and activate) and managing all marketing activities during the promotion period • Working with global IT team to plan and implement site improvements and overall e-commerce enhancements • Stock Management: Creating product assortment seasonally, monitoring and replenishing inventory of products with the cooperation of merch team • Taking actions to increase customer acquisition and retention • Meeting with the global team bi-weekly/monthly to evaluate the performance

Business Development and Sales Department

Sales Department

Trade Marketing Department-Consumer Products Division