Murat Başar Appointed L'Oréal Türkiye Commercial Transformation and Excellence Director

L'Oréal Türkiye has established a new Commercial Transformation and Excellence organization in order to adapt its commercial working model to the needs of the future. Murat Başar, who has served as Corporate E-Commerce Director and a member of the Country Management Committee since 2024, took over the leadership of the new organization as of October 1, 2026.

With the new structuring, it is aimed to strengthen the focus on structural efficiency, commercial discipline and sustainable value creation in L'Oréal Türkiye's commercial operations. Within the scope of the organization, it is aimed to bring together competencies located in different business units, simplify processes and develop strategic customer partnerships with a multi-business-unit approach.

Four Functions Come Together Under One Roof

In his new role, Murat Başar will be responsible for developing omni-channel and pure e-commerce business partnerships, expanding revenue growth management practices, carrying out cross-commercial transformation programs, and developing the commercial competencies of the future.

Within the scope of the new organization, the Corporate E-Commerce, Corporate Revenue Growth Management, Commercial Transformation Projects and Commercial Competency Development functions have been brought together under one roof under the management of Murat Başar.

More Than 15 Years of Experience at L'Oréal Türkiye

Murat Başar, who started his career at L'Oréal Türkiye in 2011, has taken on various responsibilities within the company for the development and management of different commercial channels.

Başar, who served as Commercial Director in one of L'Oréal Türkiye's largest divisions in 2021, managed sales operations, business planning, e-commerce, profitable growth and O+O (online and offline) integration efforts.

Başar, who took on the role of Corporate E-Commerce Director and member of the Country Management Committee in 2024, led the company's growth efforts in the e-commerce channel. During this period, Başar, who took part in efforts to bring the e-commerce channel's share of total business volume to the level of 30 percent, also contributed to joint value creation models developed with different business partners.

With his new role, Murat Başar will be responsible for the coordination of L'Oréal Türkiye's commercial transformation and excellence efforts.