Find the need behind the brief
I clarify who needs to make which decision, what success looks like, and which constraints matter. Users and stakeholders come before architecture. Technology enters the conversation only after the problem is clear.
STRATEGY · TECHNOLOGY · STORY
I turn complex business and technology problems into clear decisions and plans teams can act on.
Most projects begin with a proposed solution. I start with the need behind it: who must decide what, how success will be measured, and what stands in the way. Then I connect the commercial case, technology, customer experience, and delivery reality. The result is a direction people can understand, challenge, and own.
I work where disciplines have to agree
I have worked on the agency, brand, and technology sides of the table, across banking, pharmaceuticals, enterprise software, media, and digital businesses. My regional roles have spanned Southeast Europe, the Middle East, and Africa. They have included P&L ownership, multi-million-dollar marketing budgets, growth, transformation, and solution engineering. That range taught me to read one problem through commercial, technical, operational, and human lenses at the same time.
20+ YEARSConnecting business, technology, marketing, and customer experience
SEE + MEARegional responsibility across Southeast Europe, the Middle East, and Africa
P&LAccountability for growth, revenue, investment, and outcomes
$M+Multi-million-dollar marketing budgets and investment decisions
HOW I WORK
I move difficult problems from ambiguity to action in three steps.
Put the whole system in view
I bring the business model, technology architecture, customer journey, and delivery risk into one view. I test that view against KPIs, ROI, team design, competition, and regulation. A compelling idea is not a good solution if the surrounding system cannot support it.
Make the value easy to see
I turn complexity into a story, demo, investment case, and roadmap. When executives, business teams, and technologists can see the same picture, decisions move faster and teams can commit with confidence.
The same approach, proven across very different roles.
Owning the whole outcome
I have worked with P&L, budgets, investment priorities, acquisition, activation, retention, and revenue goals. That taught me to ask not only whether an idea is attractive, but whether it can sustain itself.
From brand to one-to-one experience
I have managed ATL, BTL, digital, performance, CRM, content, brand, and channel strategy as connected parts of one customer experience.
Start with outcomes, not features
From enterprise platforms to AI agents, I position technology through the problem it solves and the measurable value it creates, not the length of its feature list.
A shared language for complexity
I can take the same solution to an executive, a business team, or a technical specialist at the right level of detail. The substance stays intact. The language adapts to the room.
A multidisciplinary foundation
Computer Science · Business Administration · MSc in Information Technology · MBA in Marketing
Languages
Turkish · English · Italian