Curriculum Vitae

Murat Acevit

Chief Product Officer · Category & Brand Builder · Premium Sport, Apparel & Equipment

Düsseldorf, Germany murat.acevit@gmail.com +49 173 5694721 linkedin.com/in/muratacevit
↓ CV als PDF 2 Seiten · 55 KB Direkt schreiben

Product and commercial executive with almost two decades building categories and brands inside Red Bull, Intersport International and Puma. Co-founded AlphaTauri inside Red Bull and ran it end to end — P&L, portfolio, pricing, sourcing, demand planning and go-to-market across 17+ markets, delivering 6x enterprise-value growth.

Builds the category first, then the organization that runs it.

Core value proposition

Category ownership with P&L

Takes categories from zero to profitable international scale and holds portfolio, price, margin and open-to-buy in one hand.

Own brand and partner brands in one portfolio

Ran branded and private-label assortments side by side at Intersport and a licensed portfolio at Red Bull; knows where own brand earns margin and where partner brands earn credibility.

Hard goods and soft goods in one hand

Ran technical apparel alongside wearables and electronics at AlphaTauri, and cycling softgoods alongside branded components at Intersport.

Demand planning discipline

Seasonal forecasting, open-to-buy governance and sell-through management that lifted sell-through 25% and cut markdown 12%.

Matrix and federated leadership

Aligned 40+ national organizations and a 60-person matrix behind one category plan; led a 30+ organization reporting to a Group CEO.

DTC and premium wholesale

Built AlphaTauri's direct and wholesale footprint from Selfridges and Nordstrom to Isetan and La Rinascente.

Professional experience

CRANCC · Düsseldorf

Founder-led operating studio for premium consumer brands

Founder & Principal

2025 – present
  • Defined-scope operating mandates for premium brands and their investors: repositioning, category extension and commercial systems (pricing, channel, open-to-buy, margin), installed with the client's team rather than advised from outside.
  • Current mandates in sport and consumer goods; integrates AI into product, merchandising and demand planning.

AlphaTauri / Red Bull GmbH · Salzburg

Premium fashion brand and group consumer-products platform

Chief Product Officer, AlphaTauri & Red Bull Global Consumer Products

12/2018 – 12/2024

ScopeEnd-to-end ownership of both businesses: strategy, organization, P&L, product, sourcing, merchandising, pricing, demand planning and go-to-market across 17+ markets, DTC and wholesale. 30+ specialists, 7 direct reports. Reported to the Group CEO with regular board interaction.

  • Co-founded and scaled AlphaTauri from a blank sheet to a profitable international business, delivering 6x enterprise-value growth through repositioning and disciplined product and price architecture. The stretch into Formula 1 followed later and cemented the performance DNA.
  • Built and ran Red Bull Global Consumer Products as a second operating model: the product engine across 20+ sport and culture properties, from WorldTour cycling (Red Bull–BORA–hansgrohe) and Oracle Red Bull Racing to RB Leipzig, plus a licensed business of roughly €400M annual retail value across 30+ partners.
  • Developed proprietary material and technology platforms from own vision to commercial range — membrane, 3D-knit and heated-apparel programs across multiple seasons; German Innovation Award 2023; €10M+ incremental revenue with Deutsche Telekom, Schoeller, Formula 1 and FIA.
  • Lifted sell-through 25% and cut markdown exposure 12% through go-to-market and assortment discipline; re-engineered sourcing for 30% lower FOB and +20pp gross margin at premium construction standards.
  • Built the international DTC and wholesale footprint, including Selfridges, Nordstrom, Isetan and La Rinascente; structured rights-anchored partnerships with FIA, the Austrian Olympic Committee and Formula 1.

Head of Product Division, World of Red Bull

05/2018 – 11/2018
  • Led cross-category product creation across 20+ Red Bull brand extensions; built the team and operating infrastructure from scratch (5 direct reports, team of 15). Reported to the CEO.

Intersport International · Bern

42 countries · €12bn group turnover

Senior Global Strategic Brand Manager, Apparel

12/2013 – 04/2018

Scope€100M+ revenue exposure with full P&L, forecasting and open-to-buy; 60 FTEs across DACH, EMEA and APAC; alignment across 40+ national organizations. Steering-committee member on the global category roadmap with McKinsey.

  • Grew international exclusives 70% to a record 1.9M pieces per season and widened the portfolio by 10 brands, running branded (Nike, adidas, Puma, The North Face) and private label as one assortment.
  • Created global specialized concepts for Football, Running and Training; reduced markdown exposure through assortment engineering.

Global Product Manager, Lifestyle

10/2010 – 11/2013
  • Established the international cycling softgoods category from zero; built Compression and Underwear into the second-largest category by value.
  • Built private-label categories from inception (Teamsport, Essentials, Training); €48M FOB with a team of 8; optimized the APAC supplier portfolio.

Puma AG · Herzogenaurach

International Product Development Manager, Motorsport & Teamsport

03/2007 – 09/2010
  • Product programs for Formula 1, Ferrari, Red Bull Racing, Porsche and Ducati, and for Teamsport clubs and federations including the Italian Football Federation.

Gerry Weber / Steilmann Group · Hong Kong & Shanghai

Merchandising & Sourcing, APAC projects

08/2005 – 02/2007

Recognition & engagement

Education & certification

LanguagesGerman and Turkish (native), English (full professional)
InterestsRoad cycling, football, start-up mentoring
BaseDüsseldorf, Germany

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