Migros Customer Experience Strategies and Marketing Communications Director, Sinem Serdar, leads the brand, marketing communications, customer experience, data analytics, CRM, and campaign development teams. After completing her undergraduate studies at Istanbul University and Middlesex University following her education at Koç Private High School, Sinem Serdar obtained a master's degree from Galatasaray University. Most recently, she worked at Royal Dutch Shell as the Global Brand and Marketing Communications Leader responsible for 80 countries. During her tenure, she was involved in global brand positioning and communication, customer journey design, renewable energy, and integrated strategic marketing projects. She has over 16 years of domestic and international experience in various sectors, including technology, automotive, and energy.