MOYLed Tamimi Markets’ commercial business and delivered ahead of sales and profit budget.
INTERNATIONAL RETAIL & CPG LEADERSHIP
Build the business.
Move the market.
Murat Onur Yuksel is a grocery retail and CPG executive who turns commercial insight into growth, stronger customer propositions and lasting change.
Commercial leadership
with a customer lens
with a customer lens
ISTANBUL · GLOBAL
THE ADVANTAGE
I’ve worked on both sides of the table — advising retailers with data and analytics, then leading the commercial decisions inside grocery.
That perspective connects supplier relationships, shopper needs and the numbers that make a retail business work.
RESULTS THAT TRAVEL
Experience made
measurable.
Across established retailers, new markets and large-scale transformation, the work has always come back to measurable commercial outcomes.
Led Al Raya’s post-acquisition integration with McKinsey, doubling private-label share.
Led Nielsen retailer services and loyalty analytics across Africa and the Middle East.
Helped develop and scale DIA’s discount format across Turkey.
N
Nielsen Platinum Award
Recognized for securing a strategic collaboration with Lulu Group.
A career built around earning trust, building capability and getting change into the business.
CAREER JOURNEY
From market insight
to market impact.
A career across four chapters of grocery retail: building insight, leading commercial performance, integrating change and opening new routes to growth.
1 OCTOBER 2026 — PRESENT
NIELSENIQ (NIQ) · DUBAI
Head of Loyalty & Retail Analytics — Middle East, Pakistan & Africa
Leading loyalty and retail analytics for the Middle East, Pakistan and Africa region.
2024 — 2026
AL RAYA MARKETS · TAMIMI GROUP
Transformation, commercial leadership & digital growth
Led the integration of a 51-store acquisition, reshaping commercial and pricing strategy. Later built new digital growth channels, including q-commerce, loyalty and an online marketplace.
2020 — 2024
TAMIMI MARKETS
Commercial Director & Turkey Buying Office lead
Owned a $1.2B commercial P&L across purchasing, pricing, promotions, assortment, margin and stock. Led supplier negotiations and sourcing from Turkey and Eastern Europe.
2012 — 2020
NIELSEN · NOW NIELSENIQ
Regional Director, Retailer Services & Loyalty Analytics
Led multi-country teams across 16 markets. Opened modern-trade tracking in Algeria, Pakistan, Nigeria and Kenya, and helped retailers turn shopper data into commercial decisions.
2006 — 2012
DIA SUPERMARKETS · CARREFOUR GROUP
Business development & commercial coordination
Helped shape the discount format and its nationwide expansion to about 1,000 stores, including the integration of the Endi Markets network.
Education B.A. in Administrative Sciences, Uludag University, Türkiye
Download executive bioROOTED IN HOSPITALITY
Before the boardroom,
there was Marmaris.
The foundations of my customer-first approach began in my family’s hotel in Türkiye.
My family owned the first hotel in the Marmaris region, and I spent many years working there before moving into a corporate career. I learned hospitality from the inside, gaining hands-on experience across food and beverage purchasing, customer service, sourcing and marketing.
That early experience gave me a practical view of how the details behind a product and a service shape the customer experience.
PERSONAL PRODUCT VENTURES
From recipe idea to brand.
As a personal passion alongside my career, I created Bien Chef and Délice Bello, developing products from recipe and sourcing through brand positioning and marketing.
FUSION FLAVOURS · JAMS & MORE
Bien Chef
A playful take on gourmet flavours, including Mojito and Piña Colada jams, alongside other fruit-led combinations.
Explore Bien ChefFRUIT-BASED SNACKS & BLENDS
Délice Bello
A food brand spanning fruit bars and other inventive product ideas, shaped from concept and recipe through to marketing.
Explore Délice BelloSELECTED MOMENTS
Ideas from the
shop floor to the stage.
A visual collection of strategy sessions, customer moments, industry events and public speaking engagements across the Middle East and beyond.
01
COMMERCIAL STRATEGY · 2020
Reading the market before the next move
Presented economic headwinds and tailwinds, emerging market trends and shopper behaviour to inform a key retailer’s strategy meeting.
02
CUSTOMER EXPERIENCE · TAMIMI
Make the store an experience
A lively expression of the Tamimi shopping experience: fun, distinctive and built around trust, happiness and a smile.
03
LEADERSHIP · AL RAYA
Saudi National Day, together
Celebrating Al Raya’s role in the Kingdom’s journey, with its 5C values guiding a commitment to quality, trust and value for families.
04
TEAM · NIELSEN · 2020
Stronger together
A moment of team solidarity during the COVID period, captured in the message “Strong together Nielsen.”
05
KEYNOTE · VIRTUAL SUMMIT
Growth starts yesterday
Joined the Exponential Business Growth Strategies Virtual Summit, bringing together leading participants from more than 25 countries.
06
TRAINER & KEYNOTE · EGYPT · 2020
SELL-ON, Hilton Hotel
Shared practical commercial perspectives as a trainer and keynote speaker at the SELL-ON event in Egypt.
07
KEY ACCOUNT ANALYTICS · LAGOS · 2019
Data that moves the FMCG industry
Presented Key Account Data and Analytics to FMCG industry participants in Lagos, Nigeria.
08
GULFOOD · DUBAI · 2019
Price, promotion and private label
Keynote contribution at the Gulfood Innovation Summit, sharing insights on winning in Middle East markets through effective price and promotion strategy and private label.
09
GULFOOD · 2018
The formula behind private label
A Gulfood keynote exploring the strategy behind successful private label development.
10
JURY · GULFOOD INNOVATION AWARDS · 2019
Celebrating ideas that move food forward
Served on the judging panel at Dubai World Trade Centre, assessing entries across 14 categories spanning food, beverages, packaging and consumer campaigns.
11
FORBES · GLOBAL MEETS LOCAL
A gathering of regional leaders
Honoured to be invited to Forbes’ Global Meets Local event in Dubai, celebrating successful leaders of the region.
12
KEYNOTE · ISTANBUL
Retail and brands on the festival stage
Invited as a keynote speaker for BIGGFEST, the Turkish Brand Festival in Istanbul.
COMMERCIAL CASE STUDIES
From diagnosis
to measurable action.
Selected examples of retail transformation, commercial leadership and an illustrative grocery-market assessment.
SELECTED OPERATOR EXPERIENCE
Integrating a 51-store retailer
Led the commercial integration of a newly acquired Saudi grocery business alongside McKinsey, resetting pricing and commercial strategy and rationalising assortment.
Outcome: doubled private-label share, lifted gross margin and embedded standard operating procedures across departments.
Leading a $1.2B retail business
Held commercial accountability across purchasing, cost, margin, profitability, stock and shrinkage, connecting supplier negotiations and category decisions to the P&L.
Outcome: delivered sales and profit ahead of the agreed annual budget.
Building retailer services across 16 markets
Led Nielsen retailer services across the Middle East and Africa, opening modern-trade tracking in Algeria, Pakistan, Nigeria and Kenya and helping translate shopper insight into decisions.
Outcome: secured a strategic collaboration with Lulu Group, recognised with a Nielsen Platinum Award.
EXECUTIVE BUSINESS ASSESSMENT
A grocery growth challenge,
seen through the commercial P&L.
This is an illustrative, market-level assessment for a mid-to-large full-service grocery retailer, based on desk research. It is not an internal audit of a named company. The hypotheses should be tested against the retailer’s own customer, category, margin and channel data.
Market lens in the source material: Netherlands · United Kingdom · Singapore · GCCTHE MARKET SIGNAL
Sales value can rise while shopper demand remains under pressure.
↑
REPORTED SALES VALUEPrice-led growthInflation can lift the value line
↔
REAL VOLUME & TRIPSFlat or decliningDiscounters keep taking share
◎
COMMERCIAL AIMWin trips
with margin disciplineCustomer value and profit together
with margin disciplineCustomer value and profit together
Directional market-level pattern from desk research; illustrative and not based on a named retailer’s internal data.
THE FUNDING BRIDGE
Range productivity+Promotion ROI+Supplier terms→Targeted value reinvestment
with margin discipline
with margin discipline
Win price trust
Govern key value items, measure competitor price position and shift promotions toward incremental, profitable volume.
Fund reinvestment
Simplify range, build own brand, recover supplier funding and reduce shrink and waste.
Grow customer value
Personalise loyalty, develop retail media and run online channels with a contribution-led P&L.
SWOT ANALYSIS
Structural position of a
full-service grocery retailer.
Illustrative assessment of common strengths, constraints and strategic choices when discounters and online channels are reshaping grocery.
ADVANTAGECONSTRAINT / RISK
INTERNALWithin the retailer
- Trusted brand, broad household reach and store network
- Supplier scale, fresh credentials and established own-brand tiers
- Loyalty data and logistics infrastructure to support relevance and availability
- Sales growth may be price-led while real volume is flat or declining
- Uneven promotion ROI, range complexity and incomplete supplier-funding recovery
- Price-perception gaps, shrink and unproven online contribution
EXTERNALMarket forces
- Fund competitive key-value pricing through productivity gains
- Grow own brand, simplify range and improve promotion effectiveness
- Monetise loyalty data, retail media and profitable fulfilment models
- Discounters reset shopper expectations and continue taking share
- Price fatigue, trading down and switching across banners
- Supplier disputes, regulation, quick commerce and rising operating costs
The SWOT describes a general market scenario, not confidential findings about a specific retailer. Any retailer-specific conclusions require internal data and validation.
HOW I LEAD
Commercial clarity.
Human outcomes.
Earn vendor support
Build fair, transparent partnerships that turn negotiation into mutual growth and stronger execution.
Make the customer choice clear
Connect price, range and experience to what shoppers value and why they come back.
Make change stick
Turn a strategic direction into clear priorities, capable teams and consistent action in the business.
THE MEASURE OF A STRATEGY
A strong strategy is visible to customers, clear to teams and measurable in business results.
LET’S CONNECT
Make the next
move count.
Open to VP, GM, Chief Commercial Officer, Strategy, Loyalty and CRM leadership roles, as well as industry conversations and strategic partnerships across grocery retail and CPG.
Get in touchEMAILmurat@onuryuksel.comPHONE+90 532 623 7055LINKEDINMurat Onur Yuksel
BASED INIstanbul, Türkiye · International