Ahmet YAĞLICIOĞLU

Ahmet Yağlıcıoğlu is a marketing leader who leads the growth, transformation, and go-to-market journeys of global and local brands, with over 17 years of experience in FMCG, retail, fashion, e-commerce, and e-export. Throughout his career, he has worked with strong brands such as Johnson Wax, Henkel, Godiva, Pladis, DeFacto, and Altıparmak Gıda; gaining comprehensive experience in the areas of brand transformation, strategic marketing, and commercial growth.

Possessing multi-market brand management experience in Turkey, the Balkans, MENA, and GCC regions, Ahmet Yağlıcıoğlu has led significant projects in brand strategy, repositioning, product portfolio management, omnichannel marketing, and digital transformation processes. He has a particularly strong track record of execution in the localization of global brands and the expansion of local brands into international markets.

Throughout his career, he has built marketing organizations from scratch, formed teams, structured agency ecosystems, and redesigned marketing functions. With a data-driven decision-making approach, he possesses a results- and insight-oriented leadership mindset that connects brand growth to commercial outcomes.

During his tenure as Marketing Director at Altıparmak Gıda, he led brand repositioning processes; achieving market share growth, profitability improvements, and brand architecture transformations. As Global Marketing Director at DeFacto, he managed omnichannel transformation projects, led marketing operations across 25 countries, and spearheaded organizational transformations supporting brand growth.

Through WWB Marketplace Agency, of which he is the founder, he gained entrepreneurial experience in the fields of e-export and digital commerce; supporting the scaling of brands in international markets by developing growth strategies on platforms such as Amazon, Wayfair, Zalando, Bol.com, and Ozon.

Today, he contributes to companies in building sustainable growth models through strategic marketing leadership, Fractional CMO support, and mentorship efforts.

Areas of Contribution

• Establishment and restructuring of marketing departments

• Fractional CMO support and marketing leadership

• Brand strategy and repositioning processes

• Creating brand houses and brand architecture

• Consumer insight and purchase journey design

• Go-to-market strategies and globalization plans

• Omnichannel marketing and customer experience design

• E-commerce and e-export growth strategies

• Structuring of marketing teams and leadership development

• Agency selection, pitch processes, and performance management

• Performance marketing and ROI optimization

• Product launch, portfolio management, and category growth strategies

• Data-driven marketing and customer journey optimization

Areas of Expertise 

Strategic Marketing | Fractional CMO | Brand Management | E-Export | Omnichannel | Growth Marketing | FMCG | Retail | Digital Transformation | Global Brand Management