Ikea appoints global chief data and analytics officer

Ikea is beefing up its data strategy with the appointment of new global chief data and analytics officer in move which the retail giant insists reflects the growing importance of data-driven decision-making across the company’s sustainability and business transformation agenda.

Burce Gultekin, who has more than 20 years’ industry experience joins next month, succeeding Francesco Marzoni. Ikea says she will take over his responsibilities, ensuring continuity while also bringing her own expertise and leadership approach to the role.

Burce most recently served as chief information officer and chief data and analytics officer at FrieslandCampina, one of the world’s largest dairy companies, where she drove data and technology strategies for growth and optimisation.

Prior to that, she was head of data and analytics and customer experience manager at financial services company NN, playing a pivotal role in shaping customer-centric strategies.

Ikea Retail (Ingka Group) chief digital officer Parag Parekh said: “By combining her expertise in analytics with the strategic scope of her new role, Burce will ensure that Ingka’s work on climate, circularity, and responsible growth is underpinned by actionable insights and innovation.

“She is known for her strategic vision, customer-first mindset, and her ability to build trust across teams, qualities that will be central as she steps into this new leadership role.”

Earlier this year, Ikea overhauled its loyalty scheme by bringing in a points-based system for the first time, while enhancing its mobile app with the aim of providing a more seamless, personalised, and inspiring shopping journey.

Ikea Family was first launched in 1984 in Sweden and was rolled out to international markets by Quant Presky Maves in 2007. It was one of the first to shun points under the premise of “pointless loyalty”; instead members received instore offers and discounts on a range of purchases, as well as free hot drinks.

At the last count, the scheme had over 150 million members across 30 countries, making it one of the world’s largest customer loyalty programmes.