Istanbul, Türkiye
With 10+ experience in product management and leadership roles, I specialize in building and scaling customer-centric digital products across eCommerce, payments, loyalty, and product marketing domains. Currently leading Hepsiburada Global’s product strategy, I drive cross-border initiatives that connect sellers and buyers across international markets via platforms like Amazon, eBay, and Noon. Throughout my career at leading companies such as Çiçeksepeti, Akbank, and Garanti BBVA, I’ve led cross-functional product teams, launched large-scale integrations, and owned end-to-end roadmaps across web and mobile platforms. I bring a hybrid approach that blends deep technical understanding with a strong marketing perspective—shaped by my background in both engineering and brand strategy. I’m passionate about crafting seamless multi-platform experiences, managing high-performing teams, and solving complex business problems through data, customer insights, and experimentation. My toolkit includes tools like Segment, Amplitude, GA, and Braze, and I’m fluent in Agile practices, stakeholder alignment, and KPI-driven product delivery.
Driving Hepsiburada Global growth by leading product strategy and execution across: - Global Platforms: Enhanced UX for web & app in Azerbaijan and Ukraine, boosting engagement and conversion. - Seller Enablement: Streamlined onboarding and order management for international sellers on Hepsiburada Turkey. - Marketplace Expansion: Delivered integrations with Amazon, eBay, Noon, increasing cross-border sales reach of 10K Turkish sellers. Key Projects & Impact: - Hepsiburada as a Service: Launched first implementation on Vodafone Yanımda App as an in-app marketplace, reaching an average of 4K daily orders. - Multilanguage Project: Added English, Arabic, and Russian support to Hepsiburada, enabling a broader international customer base. Impact: Accelerated seller growth, optimized operational workflows, improved global customer experience, and expanded market accessibility.
Responsible for product team management and development processes of the whole customer journey on Çiçeksepeti web and app platforms. Conducting Payment PM role as secondary main responsibility. • Managing the roadmap of the Çiçeksepeti web and app-based applications, prioritizing backlog and monitoring the entire product development process. • Direct reporting to CTO • Deciding target KPIs for each performance period in the aspect of product management. • Translating features into user stories within the team's backlog while managing, ranking, and prioritizing this backlog to reflect stakeholders requirements. • Responsible for people management of the product team. • As Payment PM, managing payment flows, fraud rules and payment method integration processes of Çiçeksepeti for different countries. • Creating A/B Test Scenarios and interpreting results for determining future development projects. • Managing the entire product development cycle, from creative concepts to publish, by interacting closely with UX and development teams in an Agile Lifecycle. • Analyzing and interpreting data and making meaningful conclusions to provide insights on product features via using Google Analytics, Hotjar, Apptimize, Adjust. • Working as product lead in integration projects of Segment, Braze, Amplitude tools. Designing and determining business flows and technical steps.
Managing the Axess Mobile (which has been renamed as Juzdan) team, being responsible for product strategy, roadmap, CRM and marketing processes • Helping to set the strategic direction for the product, developing and executing the product roadmap. • Responsible for people management of the whole product team. • Responsible for decision-making with respect to ATL, BTL and digital marketing activities of the product • Worked as the project leader in Istanbulkart and Starbucks Card integration projects and was responsible for managing product development processes and determination of marketing communication strategies of the project. • Managing the customer segmentation and target strategies in the aspects of CRM.
Managing product development and marketing processes of Axess Mobile (which has been renamed as Juzdan) which provides customers with a platform where they would have access to information, enrol and monitor campaigns, make payments and execute transactions related to credit cards as the issuer app of Akbank. • Understanding user needs and defining product requirements. • Translating features into user stories within the team's backlog while managing, ranking, and prioritizing this backlog to reflect stakeholders' requirements • Managing the entire product development cycle, from creative concepts to publication, by interacting closely with UX and Development teams in an Agile Lifecycle. • Testing ongoing tasks and ensuring that everything is on schedule. • Analyzing and interpreting data and making meaningful conclusions to provide insights on product features. • Worked as the project leader in ZUBİZU integration project and was responsible for material decision-making, managing product development processes and determination of marketing communication strategies of the project.
That position provided intense brand marketing knowledge upto my technical product management experience. This enabled me to approach the product strategy from all aspects. Mainly responsible for planning and managing brand communication for Turkey, India, Germany, UK, and Russia. • Preparing and following up the brand and product strategy & marketing plan. • Processing all ATL, BTL & digital marketing communication businesses’ creation, design, planning and production. • Responsible for forecasting and maintaining annual marketing communications budget. • Working with and leading agency partners in the creative development of ATL and BTL projects: communication projects, promotions, digital projects and social media management. • Plan and implement all market campaigns and associate strategies and develop all required marketing communication tools and advertising materials and ensure maintenance with all brand and product messages.