IRAZ YILDIZ

UK, Germany & EU Market Focus

• Led homepage content delivery and UX planning in collaboration with trade and product teams, ensuring timely, data-informed updates aligned with marketing campaigns and promotional moments.
• Owned digital content strategy across websites, apps, social media, and email channels—delivering high-performing and locally relevant content for UK and German markets.
• Partnered with digital trading and CRM to create seamless, personalised customer journeys—using data to optimise homepage experiences, category flows, and conversion funnels.
• Developed and implemented testing roadmaps (A/B and segmentation) to improve homepage effectiveness, content engagement, and navigation based on user behaviour insights.
• Worked closely with global agencies (e.g., McKinsey) to refine regional go-to-market strategies—integrating branding, consumer insights, and digital trends.
• Led a team of 7+ specialists, providing mentorship, performance feedback, and skill development across content, branding, social media, influencer marketing, and UI/UX.
• Monitored campaign performance with tools like Contentsquare, Google Analytics, and heatmaps, using benchmarks and insights to refine content layouts and optimise performance.
• Spearheaded localisation initiatives to ensure cultural and linguistic accuracy in German and UK platforms, boosting customer satisfaction and engagement rates.
• Maintained strong cross-functional collaboration with marketing, product, tech, and creative teams to align business goals with onsite strategy and brand consistency.

• Led a strategic 6-month website migration project during the COVID-19 pandemic—managing the full transition from Magento to Shopify Plus, including platform evaluation, vendor selection, technical scoping, UX/UI design, SEO retention, and QA testing. Successfully rebuilt and relaunched the platform to enhance site speed, mobile responsiveness, and cross-functional agility.
• Oversaw site merchandising and digital trading operations, aligning campaign calendars with commercial objectives, new arrivals, promotional plans, and stock availability.
• Managed a team of category managers and merchandisers, establishing agile workflows and performance KPIs to improve trading effectiveness and digital merchandising strategies.
• Drove channel optimisation across the website, paid media, and CRM touchpoints—collaborating with marketing, creative, and development teams to deliver cohesive customer journeys and seamless user experience across all digital channels.
• Led performance reviews and CRO initiatives, implementing A/B testing frameworks across product listing pages, homepage layouts, and checkout flows to increase conversion and average order value.
• Partnered with marketing to develop on-brand storytelling campaigns and multichannel content strategies (email, social, website), amplifying seasonal messaging and improving user engagement across touchpoints.
• Directed SEO best practices and technical content optimisation to preserve organic visibility during platform migration, including structured data integration, metadata audits, and keyword re-mapping.
• Owned all site analytics and performance dashboards, generating weekly trade reports to inform data-driven decisions across commercial, marketing, and product teams.
• Monitored industry trends and competitor activity, offering insights and innovative solutions to evolve onsite strategy and enhance brand differentiation in a volatile market.

• Responsible for the analysis of effectiveness of kidswear web performances & traffics; summarizing performance vs plan and highlighting key learnings & opportunities for future improvement.
• Take ownership of kids wear customer journey across the website and mobile app. Review and test links on pages before they are published live.
• Ensure customer journey and site standards are optimized and achieved within the division (no broken links, products are optimized, content and SEO links are commercialized, etc.).
• Tracking competitor and industry activity relevant to the area of responsibility.
• Produce daily and weekly sales/data analysis, understand current behaviours whilst influencing the future customer experience.
• Actively seek and test opportunities across audiences, creative, channels and routes to market; baked on insight generated through the analysis of data from user behaviour, conversion, customer journeys.
• Oversee that all products and collection launched happen on-time.
• Working closely with the marketing teams and ensure the marketing journeys are linked up with the site (category set to support marketing activity).
• Review order of products within categories maintaining the aesthetics and commercials.
• Working with category managers in the day to day management of the team, identifying opportunities to improve and accelerate sales and profit performance.

• Conducted market research, brand audits, and performance analysis, optimizing digital strategies for improved positioning.
• Developed and executed SEO, social media, and email marketing campaigns, leading to an increase in organic traffic.
• Prepare creative market research and analysis, including the review of current brand campaigns, brand audits and maintaining a database of these campaigns.
• Analyzing and making weekly reports on sales, site and channel performance information to maximize product availability and positioning.
• Generate new ideas around industry-related topics. Update our website and social media pages with new content. Manage the editorial calendar and ensure timely publication.
• Suggests new ideas for development of the branding and attention to detail and regular site checks, keeping the site maintained and up to the high standards.
• Working with Head of E-commerce and Head of Graphic Designer in order to determine the company's creative & content strategies.
• Developing strategies for site's contents as well as managing and executing operational tasks.
• Managing the editorial calendar and ensure timely publication. (Including design of the website, social media platforms, digital advertising, ecom product images).
• Brainstorm standalone social media campaigns and storytelling content as well as larger ones supporting online brand awareness and sales.
• Use WGSN account to be following up new trends, key pieces of the season, getting new styling ideas, improve the creative ideas.
• Assist in the management of social media content creation, including briefing of assets and formats for social (ie animations or cropping imagery) with the Creative Content Producer.
• Working (photography) creative and model agencies and briefing visual and editorial direction to the agencies for how ecom shoots and company's lookbooks are represented.
• Manage design direction/insight during the creative process.
• Create relevant and engaging content for email marketing strategy and preparing briefs of company weekly newsletters and using Dreamweaver and Dotmailer platforms to set up the emails.
• Fully responsible for the management & optimization of the website categories. Updating homepage banners & content. Monitoring and maintaining site standards.
• Use and analyzing Google Analytics and Social Media Marketing Monitoring Tools.
• Merchandise visually the website categories according to sale, stock, and best seller's reports. And able to create different rules for website categories inside the platform.