Y. Aysegul Sir Kkelis
Head Of Planning & Analytics | Supply Chain | Forecasting & Strategy
Basel
Summary
Results-driven Head of Planning & Analysis with 13 years of experience in demand forecasting, merchandising strategy, pricing optimization, and cross-functional leadership within the fashion retail industry. Proven track record of driving revenue growth through data-driven decision-making, supply chain collaboration, and assortment planning. Expert in demand planning automation, SKU management, and business intelligence tools. Adept at translating market trends and consumer insights into actionable strategies to enhance product performance and profitability.
Overview
18
18
years of professional experience
30
30
years of post-secondary education
4
4
Languages
Work History
Head of Planning & Analytics
DAGSMEJAN
Zurich
01.2024 - Current
- Company Overview: Fast-Growing Luxury Fashion Retail Startup | Basel, Switzerland | www.dagsmejan.com
- Leading demand forecasting and merchandising strategy to optimize stock allocation and product performance across eCommerce, wholesale, and retail stores.
- Driving automation of demand planning, reducing reliance on Excel by implementing a new planning tool.
- Collaborating with supply chain, and marketing teams to ensure timely and accurate product launches.
- Analyzing sales data, market trends, and consumer insights to enhance assortment planning and pricing strategies.
- Improved ERP (Microsoft Dynamics 365) efficiency process and streamline SKU creation and pricing processes. Ongoing project on the reporting and process improvements.
Head of Merchandise Planning
TALLY WEIJL
Basel
09.2020 - 12.2023
- Managed a €60mil budget, overseeing 54% of total company revenue across multiple product categories.
- Led the largest planning transformation project, from financial forecasting to stock allocation and operational execution. (BOARD)
- Developed automated forecasting models, reducing forecast errors by 40%.
- Distribution network planning and cross-border inventory balancing, Cross-regional/global planning in 5 main markets.
- Real-time supply risk management and mitigation strategies.
- Spearheaded cross-functional alignment between finance, sourcing, and merchandising teams to optimize stock levels.
Senior Merchandise Planning Manager
TALLY WEIJL
Basel
02.2020 - 09.2020
- Redesigned financial strategy to adapt to shifting market conditions, implementing a new WSSI-based trading model.
- Led negotiations with suppliers during COVID-19 disruptions, securing €1M investment and improved payment terms.
Merchandise Planning Manager
TALLY WEIJL
Basel
05.2019 - 09.2020
- Developed inventory allocation strategies, improving stock availability reaching over 90% and reducing markdown losses by 9%.
Head of E-commerce & E-commerce Project Manager
SELECT RETAIL (Genus UK Ltd)
London
02.2018 - 04.2019
- Led 10 direct reports and managed €10mil annual revenue.
- Launched eBay & Amazon marketplaces, increasing e-commerce sales by 13%.
- Implemented four key projects, resulting in +13% sales growth & +7% profit.
- Drove digital marketing strategies, improving conversion rates by 20%.
Merchandising Manager
SELECT RETAIL (Genus UK Ltd)
London
02.2015 - 02.2018
- Departments: T-shirt, Leisurewear, Blouses, Dresses, Skirts, Trousers, Jackets, Denim, Girl, Handbags, Accessories, Footwear.
- Led team of 21, 6 direct reports of senior merchandiser planners.
- Have been covering head of merchandising role between 01/16 to 09/16.
- Making financial presentations to senior management team.
- Implementation of the financial plans and roll up of the WSSI management with the adaptations and trading activities.
- New WSSI implementation project has been started, Excel based Wssi has been moved to the new system called Microsoft Navision.
Merchandise Planner
SELECT RETAIL (Genus UK Ltd)
London
01.2010 - 01.2015
- Automated sales reports and reduced the man power need by 20%.
- Contributed to cross-functional teams for successful product launches and promotions.
- Streamlined processes for increased efficiency in merchandise allocation and replenishment, reached over 95% availability.
- Stock flows implemented and increased the revenue by 18% in the biggest departments.
- Stock fabric planning is implemented and increased the overall efficiency in production planning (vertical operations).
Production Engineer
HUGO BOSS
Izmir
01.2007 - 01.2010
- Led process improvements in lean manufacturing, reducing production lead time by 12%.
- Managed production schedules, ensuring timely delivery of products while maintaining high quality standards.
- Performed root cause analysis and implemented corrective actions.
- Provided technical support to troubleshoot equipment issues, minimizing downtime and maintaining production targets.
- Communicated with other team members to enhance process and performance.
- Improved production efficiency by developing and implementing new manufacturing processes.
- Determined root causes of failures and recommended changes in designs, tolerances or processing methods.
- Applied lean manufacturing processes to enhance quality, reliability or cost-effectiveness.
Education
Certificate - APICS Certified Supply Chain Professional (CSCP)
APICS (ASCM)
Germany 04.2001 - Current
BSc - Textile Engineering
Istanbul Technical University
Istanbul, Turkiye 09.2002 - 06.2007
Textile Engineering - Engineering
École National Supérieur Des Arts Et Industries Textiles
Lille, France 09.2006 - 06.2007
Skills
- Business Intelligence
- Microsoft Dynamics
- Navision
- Power BI
- Forecasting
- VBA Macros
- Process Improvement
- Lean Six Sigma
- E-commerce
- Demand Forecasting
- Merchandising Strategy
- Assortment Planning
- Teamwork and collaboration
- Team management
- Time management
Masterdata management
Accomplishments
- Led the Bi Tool implementation (2025)
- Led the Planning Project Implementation BOARD (2023)
- BATMAN Project (2020): Negotiated €1M supplier investment, ensuring business continuity during COVID-19.
- E-commerce Growth (2018): Launched eBay & Amazon integrations, increasing sales by 13%.
- WSSI Implementation (2016): Migrated planning models to Navision, streamlining forecasting.
- Supplier Cost Optimization (2015): Transitioned sourcing from Turkey to Bangladesh, increasing profit margins by 12%.
Timeline
Head of Planning & Analytics
DAGSMEJAN
01.2024 - Current
Head of Merchandise Planning
TALLY WEIJL
09.2020 - 12.2023
Senior Merchandise Planning Manager
TALLY WEIJL
02.2020 - 09.2020
Merchandise Planning Manager
TALLY WEIJL
05.2019 - 09.2020
Head of E-commerce & E-commerce Project Manager
SELECT RETAIL (Genus UK Ltd)
02.2018 - 04.2019
Merchandising Manager
SELECT RETAIL (Genus UK Ltd)
02.2015 - 02.2018
Merchandise Planner
SELECT RETAIL (Genus UK Ltd)
01.2010 - 01.2015
Production Engineer
HUGO BOSS
01.2007 - 01.2010
Textile Engineering - Engineering
École National Supérieur Des Arts Et Industries Textiles
09.2006 - 06.2007
BSc - Textile Engineering
Istanbul Technical University
09.2002 - 06.2007
Certificate - APICS Certified Supply Chain Professional (CSCP)
APICS (ASCM)
04.2001 - Current
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