Hakkımda

I'm a transformation leader with a deep belief that organizations thrive when systems empower people — not the other way around. With 15+ years of experience across fintech, digital products, and agency environments, I've designed and led organizational structures that scale with purpose. Whether it's building high-performing teams or embedding DesignOps, culture design, and strategic planning frameworks, my focus has always been creating clarity out of complexity. Most recently, I served as Design Director at Paribu, one of Turkey’s leading blockchain companies. I led the design organization across identity, product, and business design domains — defining how the unit should operate in alignment with company strategy. I built human-centered team cultures anchored in autonomy, clarity, and strategic impact — ensuring design contributed not only to product quality, but to enterprise-wide transformation. Earlier, I was part of the founding team at SHERPA, a user-centered design studio where I helped shape the studio’s culture, processes, and strategic direction. Over nearly a decade, I grew into the role of Studio Director, leading multidisciplinary teams across UX, research, and product strategy while delivering high-impact solutions for leading brands. My career began in top advertising and production agencies — building a strong foundation in storytelling and creative leadership. Since 2010, I’ve been focused on product strategy and organizational transformation in fintech, B2B, e-commerce, and IoT — bringing scalable, people-first thinking to every challenge. What energizes me most is working in the in-between — where ambiguity meets opportunity. I thrive on aligning teams around a shared purpose and building the conditions for people to do their best, most meaningful work. I build workflows, not workarounds. And I believe great organizations are designed — not improvised.