Getir names new CEO at FreshDirect

Grocery Dive· Industry Dive
Catherine Douglas Moran
2 min read
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Dive Brief:

  • Rapid delivery firm Getir announced Monday it has named Hatice Evren as its US Group CEO of Getir and FreshDirect, and Sloan Eddleston as CEO of FreshDirect, effective immediately.

  • Evren, who previously served as chief of global business functions at Getir, will work with Getir US and FreshDirect leaders to facilitate cross-channel development and create “synergies” between the two U.S. companies, according to the press release.

  • The leadership changes come on the heels of Getir’s purchase of FreshDirect from Ahold Delhaize and subsequent layoffs and restructuring at the New York City-based e-grocer.

Dive Insight:

Getir is moving quickly following its acquisition of FreshDirect to install new executives stateside.

Evren has worked at Getir since 2019, joining the company as its chief transformation officer, according to her LinkedIn profile. Evren’s time at Getir has also included heading up the company’s core grocery business in Turkey as CEO. Prior to Getir, she worked for The Boston Consulting Group for three years.

Eddleston is a former Walmart vice president of e-commerce and business operations and former c-suite executive for Wonder, according to his LinkedIn profile. Getir said that Eddleston’s focus on improving customer value propositions and forming high-performing teams will enable him to drive growth and profitability for FreshDirect. 

Eddleston reports to Evren.

“As we continue to revolutionize and lead the grocery delivery space, the additions of Hatice and Sloan to our US-based leadership team, ensure sustainable success and growth for Getir and FreshDirect,” Getir Founder and CEO Nazim Salur said in a statement. “We look forward to leveraging their respective extensive experience and industry knowledge to provide strategies and services that will benefit our customers and enhance their shopping experience, as well as further solidify our leading market position.”

FreshDirect confirmed with Grocery Dive at the start of January plans to restructure its corporate division and lay off more than 100 workers as part of that process. This came just two months after Ahold Delhaize USA announced the sale of the online grocery service to Getir.

FreshDirect said it planned to cut 3.5% of its workforce, noting that it employed at the time over 3,000 people at its headquarters in the Bronx.

“This corporate restructuring is a necessary step to position FreshDirect for long-term sustainability and success,” the FreshDirect spokesperon said in a statement.

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