Think Global, Act Local: The Power of Market-Centric Execution (Melda Hamarat, Global Head of Digital Commerce Strategy at Unilever)

You’ve led the development of e-commerce strategies across multiple markets. What are the key elements of a successful e-commerce strategy, and how do you ensure it is flexible enough to adapt to different consumer behaviors and market conditions globally?

With the rise of omnichannel retail and retail media, how do you approach building a seamless experience for customers across both physical and online channels? What are the key factors in optimizing online visibility and conversion?

Data-driven decisions are essential in today’s fast-changing e-commerce landscape. How do you use data and experimentation to improve customer experience and drive business results? Can you share any examples of where experimentation led to unexpected insights or success?

You’ve played a key role in leading digital transformation by integrating marketing, commerce, and retail media functions. What are some of the biggest challenges in transforming an organization for digital success, and how do you ensure alignment across teams?

 Looking ahead, what are you most excited about in the e-commerce space? Are there any emerging trends or technologies that you believe will significantly shape the future of online shopping and consumer behavior?