Kına Demirel graduated from University of Leeds. She chose Migros for her passion of retail. Throughout years, she has always implemented retail projects dealing with data. She has been running the biggest and the most popular retail loyalty program in Turkey, Money Club, for the last 10 years managing more than 10 million active customers. As well as loyalty, she also coordinates all brand communications for Migros brands. Over the years, her team also created many Migros branded communication channels, creating a media company out of Migros. She is a passionate advocate of data driven decisions, talking internationally about data, loyalty and consumer behavior.