Istanbul, Istanbul, Türkiye
E-Commerce and Brand Growth Leader with experience building and scaling brands across Amazon, Shopify, Etsy, and DTC channels. Currently leading Amazon growth initiatives at Orzax, where I focus on profitable scaling through unit economics, advertising optimization, product launches, and data-driven decision making. My entrepreneurial journey began in Canada, where I built an Amazon FBA business from the ground up and achieved a Top 3 category ranking. Since then, I have co-founded and scaled multiple e-commerce ventures, including a global handmade apparel brand and a premium natural sleep company, gaining hands-on experience in product development, sourcing, branding, logistics, marketplace growth, and team leadership. I specialize in connecting Amazon growth with external traffic channels, including Meta Ads, influencer marketing, and content-driven customer acquisition. My focus is not only increasing revenue, but building sustainable brands with strong margins, operational efficiency, and long-term competitive advantages. Having lived and built businesses in Canada for five years, I bring a global perspective to e-commerce, combining entrepreneurial execution with strategic brand-building and leadership.
Senior E-commerce Specialist Amazon Growth, Profitability & Unit Economics As a growth-driven e-commerce leader, I led the strategic transformation of Orzax’s Amazon ecosystem shifting the business from a volume focused model to a value based, profit-first growth strategy. By combining data science, financial discipline, and marketplace mechanics, I turned Amazon into a scalable, high margin cash flow engine. Key Impact & Achievements: • Advertising & ROAS Optimization: Designed a performance-driven advertising framework that reduced CPA by 78% and scaled total ROAS from 1.7 → 5.1. • Profitability & Unit Economics: Increased per-unit profitability by 8x through deep cost analysis, margin restructuring, and implementation of an “earned profit” growth model. • Amazon Algorithm Strategy: Re-engineered account structure and bidding logic to train Amazon’s algorithm toward conversion rate (CVR) and profitability, rather than short-term sales velocity unlocking sustainable organic growth. • Cash Flow & Budget Governance: Built an analysis-led financial system for budget allocation, transforming the operation into a consistently positive cash flow model. • Full-Funnel Metric Optimization: Optimized AOV, Unit Session %, TACOS, and contribution margin to ensure every marketing dollar delivered incremental value. • Branding & Product Launches: Led end-to-end product launches and brand asset development (A+ Content, Brand Storefronts), strengthening Orzax’s positioning in highly competitive categories.
I am the co-founder of Vivan Natural Bed, a natural sleep brand built on the belief that true rest begins with what surrounds your body for 8 hours every night. With over 30 years of family experience in bedding and furniture craftsmanship, we create beds, mattresses, and sleep products made exclusively from natural, certified, and non-toxic materials, produced in Europe with a focus on longevity, comfort, and timeless design. At Vivan, we don’t follow trends we design products that respect the human body, nature, and long-term well-being. What we stand for: • 100% natural materials & chemical-free production • European craftsmanship & responsible sourcing • Comfort-driven, cozy design philosophy • Products built to last, not to be replaced As a founder, I oversee brand vision, product development, and growth strategy, blending traditional manufacturing know-how with modern digital commerce and storytelling. Vivan is not just a bed it’s an invitation to sleep naturally and live better.
I am the co-founder of WarmandSpicy, a handmade knitwear brand dedicated to premium-quality sweaters, cardigans, and knitwear, crafted with care and timeless design. The brand has grown into a recognized handmade label, achieving thousands of international sales across Etsy, Instagram, and Shopify, and exporting to customers worldwide through a global direct-to-consumer model. Every WarmandSpicy piece is created with a strong focus on: • Handmade craftsmanship • Premium yarns & strict quality control • Cozy, timeless design • Slow fashion values over mass production Beyond the product, WarmandSpicy is built on a people-centered production model. At its peak, our workshop expanded to a team of up to 25 women artisans, supporting sustainable employment and women empowerment through craftsmanship. Today, the brand is in a transformation phase, refining its structure, production model, and long-term vision while staying true to its core values of craft and quality. WarmandSpicy continues to be a meaningful part of my entrepreneurial journey, shaping my approach to craftsmanship, conscious brand building, and global e-commerce.
Eco-Friendly Products | Global E-commerce Between 2018 and 2022, I built and operated an eco-friendly Amazon FBA business in Toronto, starting as a new immigrant with a strong entrepreneurial drive and just $500 in initial capital. During the same period, I was simultaneously building and operating other direct-to-consumer initiatives, including a handmade knitwear brand selling globally via Etsy, Instagram, and Shopify. While the Amazon venture reached Top 3 ranking in its category and proved its operational viability, a comparative evaluation of profitability, scalability, and long-term brand potential revealed that the handmade knitwear based WarmandSpicy business offered significantly higher upside. As a result, I made a deliberate strategic decision to conclude the Amazon operation and reallocate my full focus, capital, and execution capacity toward WarmandSpicy, where growth momentum and margin structure were stronger. This period sharpened my ability to run multiple ventures in parallel, assess opportunity cost, and make data-informed founder-level decisions about where to focus energy for maximum long-term impact. Throughout this journey, I gained hands on experience across: • China based product sourcing and supplier negotiations • Product development, differentiation, and brand positioning • Marketplace advertising and performance optimization • Global logistics and cross border operations This early entrepreneurial chapter played a critical role in shaping my founder mindset, strategic judgment, and problem solving approach in global e-commerce.