Melda Hamarat

Melda leads the development of the Global Digital Commerce Strategy for The Magnum Ice Cream Company. Her core focus is to guide markets on how to maximise conversion through seamless omnichannel execution across eRetailers, be it through right portfolio, right promo strategy or retail media execution. She is also responsible for building digital Revenue Growth Management capabilities and designing a future-fit organisational model for dComm as Magnum is becoming a standalone company. Melda’s team invests in various solutions, from the essentials like managing content through DAM and PIM tools to understanding online performance through Digital Shelf Measurement tools. One of the most exciting projects Melda is working on is incrementality. It’s important for her team to understand how they can drive incremental value to the holistic business. For this they are collaborating with retailer partners and research agency partners, and Melda is very much looking forward to its upcoming results.