Sinem Serdar, Director of Customer Experience Strategies and Marketing Communication at Migros, leads the teams responsible for brand, marketing communication, customer experience, data analytics, CRM, and campaign development.

After completing her undergraduate studies at Istanbul University and Middlesex University following her education at Koç Private High School, Sinem Serdar obtained her master's degree from Galatasaray University. She worked at Royal Dutch Shell as the Global Brand and Marketing Communication 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 experience both domestically and internationally in various sectors such as technology, automotive, and energy.