Strategy &
Transformation
- Market entry & growth strategy
- Operating model & performance management
- Omnichannel transformation
STRATEGY · GROWTH · APPLIED AI
Strategy into
measurable business impact
Senior business leader across Strategy, Business Development, Transformation & Applied AI, with 15+ years of experience across retail, fintech and management consulting.
15+ years across strategy, retail & fintechFormer Deloitte consultantSelected work ↓
HOW I CREATE VALUE
Connecting strategic choices to customer value, operating performance and sustainable growth.
Strategy &
Applied AI
& Analytics
- AI-enabled customer engagement
- Data-driven decision-making
- Digital product & journey improvement
Business
Development
- Strategic partnerships
- Market expansion & new ventures
- Commercial growth & profitability
01 / SELECTED WORK
A selection of business problems I helped solve—from commercial growth and market entry to operating performance and applied AI.
01COMMERCIAL GROWTH
150 stores
Turning a payment partnership into a growth campaign
Built the commercial case for a Mastercard extra-refund campaign and coordinated delivery across stores and international teams.
Explore case ↗Global Blue × MastercardTürkiye
02APPLIED AI
40% → 50%
Making tax-free journeys more relevant
Applied ML-based audience classification and personalized communications to improve customer engagement and refund completion.
Explore case ↗Global BlueCustomer engagement
03MARKET EXPANSION
~€5M GMV
Building a marketplace business in Germany
Developed the business case and aligned merchandising, pricing, logistics, technology and market-entry workstreams.
Explore case ↗Ipekyol × ZalandoGermany
04PERFORMANCE SYSTEM
30% → 50%
Connecting strategy to operating performance
Architected a KPI cascade and monthly performance-management rhythm linking company, brand and channel goals.
Explore case ↗IpekyolRetail transformation
05NEW BUSINESS
28 avg. customer age
Finding room for a new online proposition
Evaluated a separate online proposition and helped shape the business case for expanding into cosmetics and accessories.
Explore case ↗IpekyolcoDigital commerce
06PROFITABILITY
−1% → +1%
Turning a low-margin B2B model around
Combined account segmentation, share-of-wallet targets, cost-to-serve thinking and threshold-based pricing.
Explore case ↗Yıldız HoldingOut-of-home
Want the broader picture? Download the selected-work portfolio.
View portfolio PDF ↗02 / DATA & AI LAB
Explore the mechanics.
An interactive example of how I frame business questions, identify useful signals and test interventions—not technology for its own sake.
INTERACTIVE EXPLORER
Where does a customer journey lose momentum?
Choose a stage to see the kind of business question, signal and intervention that could be tested. This is a conceptual model, not production customer data.
STAGE 01 / DISCOVER
Are we reaching the right traveller?
Segment journeys by trip duration, market and historical behavior to test whether the message fits the traveller's context.
Potential signalTrip profile and channel preference
Testable interventionAudience and message selection
03 / INSIGHTS
Questions worth exploring.
Ideas in progress on strategy, retail, technology and execution. The outlines below are draft concepts, not published articles.
When does vertical SaaS become a commodity—and when does it not?
How workflow depth, data advantage and distribution can protect value as software becomes cheaper to build.
What agentic commerce changes for product discovery
Why trusted product evidence and structured comparisons may matter more when software agents do the shopping.
Why KPI systems fail after the strategy offsite
The operating cadence, ownership and incentives required to turn a strategy map into daily decisions.
04 / ABOUT
Commercial perspective.
Hands-on execution.
My work spans strategy, business development and transformation across retail, consumer platforms, fintech and payments. I combine structured problem-solving with hands-on cross-functional delivery, using analytics and emerging technology where they can improve a business outcome.
Earlier in my career, I worked in consulting at Deloitte. Subsequent roles have taken me from new-business development and omnichannel transformation to commercial growth programs and applied AI use cases.
Read full career history in CV ↗05 / CONTACT
Let's talk about
what comes next.
For senior leadership opportunities, strategy and transformation conversations, or thoughtful collaboration.
Email me ↗Connect on LinkedIn ↗