L’Oréal Türkiye appoints Murat Başar to lead new commercial organization

L’Oréal Türkiye has appointed Murat Başar as the leader of its newly established Commercial Transformation and Excellence organization. Effective October 1, 2026, Başar will oversee a restructured framework designed to enhance structural efficiency, commercial discipline, and sustainable value creation in response to market dynamics.

The new organizational structure consolidates several key functions under a single umbrella, including Corporate E-Commerce, Corporate Revenue Growth Management, Commercial Transformation Projects, and Commercial Competency Development. The primary objectives are to strengthen omni-channel and pure e-commerce partnerships, expand revenue growth management practices, and implement cross-commercial transformation programs.

Murat Başar joined L’Oréal Türkiye in 2011 and has held various senior commercial roles. Most recently, as Corporate E-Commerce Director and a member of the Country Management Committee, he contributed to increasing the e-commerce share of total business volume to 30 percent.