Open to opportunities

Pelin Ayan

@pelinayan

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Senior business leader driving digital transformation, e‑commerce and CX excellence.

Turkey

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What I'm looking for

Senior roles driving digital and e‑commerce transformation where I can lead cross‑functional, remote teams, own P&L and deliver measurable customer and business impact within an inclusive, growth‑oriented culture.

I am a result-driven, customer-focused senior business leader with 20+ years leading digital transformation, e‑commerce, retail and telecom initiatives across local and regional markets. I build and scale remote, cross-functional teams and deliver measurable growth through consumer-centric product and platform strategies.

I have led large programs including regional e‑commerce launches with P&L responsibility, global content and digital platform transformations, SAP/IFS rollouts and CX implementations, consistently improving operational efficiency and driving revenue growth.

I am a Prosci® Certified Change Practitioner and active mentor for women empowerment, entrepreneurship and university career programs, committed to fostering inclusive cultures and developing talent while delivering strategic, data-driven business outcomes.

Experience

Work history, roles, and key accomplishments

Chief Transformation Officer

Easycep

Jul 2024 - Apr 2025 (9 months)

Owned Easycep's digital B2C and B2B platforms and led business transformation, driving customer-centric product strategy and operational efficiencies to support company growth and business excellence.

Digital Transformation Product Strategy Customer Experience Team Leadership Data Driven Decision Making Change Management

Regional Head of Ecommerce

Beko Global

Jan 2021 - Jul 2024 (3 years 6 months)

Built and ran South Asia's 360° e‑commerce business, growing regional turnover to double-digit millions of euros within two years and establishing strategic marketplace partnerships and joint business plans.

E commerce Strategy P&L management Marketplace Partnerships Regional Operations Growth Strategy

Regional Head of Business Transformation

Beko Global

Oct 2016 - Jul 2024 (7 years 9 months)

Led regional omnichannel strategy and digital transformation programs across South Asia, overseeing platform rollouts, SAP/IFS initiatives, and cultural change programs to enable sustained growth and operational excellence.

Program Management SAP Change Management Stakeholder Management Regional Leadership CX

Head of Digital Business Development

Arçelik Türkiye

Aug 2019 - Jan 2021 (1 year 5 months)

Managed marketplace integrations and digital monetization strategies, launching marketplace channels and sponsorship digital projects to create high‑value revenue streams and partnerships.

Monetization Partnership Management Go To Market Stakeholder Management Team Leadership

Global Head of Content Strategy

Beko Global

May 2017 - Aug 2019 (2 years 3 months)

Built a global content excellence program and in‑house content studio supporting 13 brands and 145 markets, transitioning 100% of product content production in‑house and reducing OPEX by over 30%.

Content Strategy Content Operations Studio Build‑Out Localization Creative Leadership Vendor Management

Head of Digital Program Management

Arçelik Türkiye

Oct 2016 - Apr 2018 (1 year 6 months)

Owned key omnichannel initiatives and served as digital product owner for AEM and DAM implementations, coordinating cross‑functional teams and integrations with MDM, SAP Hybris and marketing technologies.

Program Management DAM MDM Hybris Change Management

Digital Strategy & Transformation Manager

Turkcell

Jul 2012 - Oct 2016 (4 years 3 months)

Led digitalization programs including mobile/app product strategy and DMP discovery, scaling the flagship app from 500K to 26M downloads and improving MAU to ~65%.

App Growth Digital Analytics Customer Segmentation Cross Functional Team Leadership

Country Marketing Manager

Xing AG

Dec 2008 - Mar 2011 (2 years 3 months)

Developed Turkish market strategy and 360° marketing, growing membership by over 1M (+65%) and converting ~10% of the base to paid premium members while launching ambassador programs and events.

Market Strategy Growth Programs Event Management Team Leadership

Lead, Digital Product & Marketing

Türk Telekom

Mar 2007 - Dec 2008 (1 year 9 months)

Built and scaled youth platform patlican.com.tr to 3M+ members and launched the first branded Facebook web app in Turkey with 350K installations in 2007.

Product Launch Community Building Digital Marketing User Acquisition Platform Management

Marketing Communication Manager

Doğan Media

Aug 2004 - Mar 2007 (2 years 7 months)

Led integrated marketing and communications for ekolay.net and managed the 360° launch of Skype in Turkey, coordinating strategy, content and performance optimization with Skype HQ.

Integrated Marketing Campaign Management Go To Market Strategic Partnerships Performance Analysis

Marketing Communication Manager

Tikle YBS / Yenirenk

Nov 2002 - Aug 2004 (1 year 9 months)

Managed marketing communications for digital properties including sinema.com and Superonline Oyun, delivering integrated campaigns and content initiatives.

Marketing Communications Content Strategy Team Collaboration