After graduating from the University of Leeds, Kina Demirel started her career in Migros due to her passion for retail . She initially started her retail journey at Migros R&D and has done numerous projects .Later, she started to manage Money Club, the largest loyalty program in Turkey, together with her team, making it one of the biggest loyalty programmes in Europe with more than 16 million active customers. She became head of branding, responsible from to the brand creation, media and loyalty programs of Migros. After completing the setup stages of Mimeda, which is a 100% subsidiary of Migros and is the pioneer of the retail media movement in Turkey, she took over the role of general manager of the company starting from June 2021. She is an international speaker with subjects concerning ‘big data’, loyalty programs, creating your personal brand and now retail media. She is recently rewarded as Women of Excellence for her contribution to retail media in Chicago.