Head of Digital Commerce & Business Development

About Afili / Ikigai Brands Afili / Ikigai Brands is a multi-brand beauty, personal care and wellness company managing both its own brands and international brands represented in Türkiye. Our portfolio includes brands across fragrances, cosmetics, personal care and food supplements. We operate through major offline retail chains, online marketplaces, direct-to-consumer platforms and selected international markets. We are looking for a commercially driven and data-oriented Head of Digital Commerce & Business Development to lead our online sales growth, data ecosystem, category management and new business development activities. Role Overview The Head of Digital Commerce & Business Development will be responsible for achieving the company’s online sales targets and driving sustainable growth across marketplaces and direct-to-consumer channels. The role will own the full digital commerce agenda, including traffic generation, conversion, commercial planning, digital shelf performance and performance marketing. The position will also act as the company’s data owner, manage relevant third-party agencies and technology partners, lead category management activities across online and offline retail channels, and identify new commercial growth opportunities. This is a cross-functional leadership role working closely with Sales, Marketing, Finance, Supply Chain and external business partners. Key Responsibilities Digital Commerce Own and deliver the company’s online sales, revenue and profitability targets Develop and execute the digital commerce strategy across marketplaces and direct-to-consumer platforms Own the traffic generation strategy and ensure the efficient allocation of digital marketing investments Drive qualified traffic, conversion, revenue and customer acquisition across all digital touchpoints Identify growth opportunities through channel, campaign, customer and product performance analysis Lead initiatives to improve key commercial KPIs, including conversion rate, average order value, customer acquisition cost, return on advertising spend and repeat purchase Coordinate commercial calendars, product launches, online promotions and digital activation plans Lead and manage the performance marketing agency, connecting media investment with measurable sales outcomes Monitor digital shelf performance, including product visibility, content quality, availability, pricing, ratings and reviews Ensure strong execution across online marketplaces and direct-to-consumer platforms Work closely with Marketing, Sales and Supply Chain teams to align demand generation, stock availability and commercial priorities Business Development, Data & Category Management Act as the central owner of commercial, customer, traffic and marketing data Ensure data accuracy, consistency and accessibility across systems and departments Define the company’s reporting structure, data standards and KPI framework Lead the development of dashboards, automated reporting tools and business intelligence solutions Translate data and analysis into clear commercial recommendations and management actions Manage external partners related to performance marketing, data, analytics, business intelligence and e-commerce technology Define partner scopes, deliverables, budgets, timelines and performance expectations Ensure that third-party investments deliver measurable commercial value Lead category management activities across online and offline retail channels Develop category, assortment and portfolio recommendations based on shopper, retailer and sales data Analyse category performance by retailer, channel, store format, brand, SKU and price segment Prepare assortment, planogram, pricing and promotional recommendations for retail customers Work closely with Sales and Brand teams to improve shelf productivity, assortment efficiency and category performance Identify new business models, partnerships, channels and commercial growth opportunities Evaluate potential initiatives based on revenue, profitability, scalability and strategic fit Build business cases and financial models for new projects Lead selected cross-functional growth projects from concept through implementation Qualifications Bachelor’s degree in Engineering, Economics, Statistics, Business Administration or a related field Minimum 8 years of experience in digital commerce, e-commerce, business development, category management or a related commercial function Previous leadership experience within FMCG, beauty, personal care, consumer health, retail or e-commerce Proven responsibility for online sales, revenue and commercial performance targets Strong understanding of online marketplaces and direct-to-consumer business models Experience in traffic generation, conversion optimisation and performance marketing Experience in category management and working with major offline retail customers Proven experience managing data, analytics, reporting and business intelligence projects Experience managing performance marketing agencies, technology providers and other third-party partners Strong commercial, analytical and financial acumen Advanced proficiency in Excel and business intelligence tools Fluency in written and spoken English Competencies Ability to operate effectively in a fast-paced and entrepreneurial environment Data-driven decision-making & Strategic thinking Strong growth orientation Ownership and accountability Cross-functional leadership Strong prioritisation and execution Customer and shopper understanding