Merve Deveciler joins H&M as Head of Marketing for Türkiye
Deveciler moves to H&M after a 4.5-year stint at adidas
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Published: Oct 2, 2026 3:57 PM | 1 min read
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- Merve Deveciler has been appointed as Head of Marketing for H&M in Türkiye, Georgia, and Kazakhstan, based in Istanbul.
- She previously worked at adidas for 4.5 years, most recently as Senior Manager, Digital & Media, where she led various digital and media functions.
- Deveciler was part of the brand leadership team at adidas and oversaw digital activations and loyalty programs across multiple emerging markets.
- Prior to her role at adidas, she served as Marketing Manager for the Mobile Devices category at Hepsiburada.
Merve Deveciler has joined fashion retailer H&M as Head of Marketing for its Türkiye sales market, with the role also covering Georgia and Kazakhstan.
Based in Istanbul, Deveciler moves to H&M after a 4.5-year stint at adidas, where she most recently served as Senior Manager, Digital & Media. She was part of the brand leadership team and led digital and media functions spanning brand campaigns, performance media, CRM and loyalty, and digital activations across adidas’ web, app and partner platforms.
During her tenure at adidas, Deveciler also held the role of Director, Digital & Loyalty Programs for Emerging Markets, overseeing digital activations and adiClub initiatives across markets including MENA, South Africa, Türkiye, Australia, Southeast Asia and India.
Earlier, she served as Senior Brand Activation Manager at adidas, where she worked on initiatives including the UEFA Champions League Final 2023 in Istanbul, sports jersey launches and category strategies.
Before adidas, Deveciler was Marketing Manager for the Mobile Devices category at Hepsiburada.
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