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Muge Erdirik Dogan stepped down as head of Amazon Fashion & Fitness in November 2023, and longtime Amazon marketing leader Jenny Freshwater was named her successor. Contemporary reports outlined both executives’ backgrounds but did not explain Amazon’s strategic rationale for the change.
Who left Amazon Fashion & Fitness, and who took over?
Dogan was reported to be leaving Amazon to pursue an external opportunity. GeekWire reported on November 9, 2023, that she had spent more than 16 years at Amazon and became president of Amazon Fashion & Fitness in February 2021. Retail Dive reported on November 10 that she had stepped down as head of the division.
Both outlets identified Freshwater as Dogan’s replacement. The reports establish the transition as it was announced in November 2023; they do not confirm who holds the roles today.
How did the executives’ reported experience differ?
| Executive | Reported role and experience |
|---|---|
| Muge Erdirik Dogan | GeekWire described more than 16 years at Amazon, leadership roles across retail and logistics, and appointment as president of Amazon Fashion & Fitness in February 2021. |
| Jenny Freshwater | GeekWire reported that she joined Amazon in 2010 and most recently served as vice president of traffic and marketing technology. Retail Dive described her experience across software, planning, operations, and marketing, and said Amazon characterized her work as building global, cross-channel, traffic-driving marketing capabilities. |
These are career-history details reported in 2023, not measures of either executive’s performance. Retail Dive also described Freshwater as having 13 years at Amazon, based on her LinkedIn page.
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What did Amazon say about the leadership change?
The reports do not provide an explanation from Amazon, Dogan, or Freshwater for why the transition occurred or what it meant for the business. GeekWire reported Dogan’s departure reason as pursuing an external opportunity; neither report elaborated further.
Freshwater’s marketing and traffic-technology background is part of the reported record, but it does not establish a shift in Amazon’s merchandising, growth priorities, customer experience, or broader strategy.
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