Product newsletter for product leaders and hiring managers

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From the bet to the shipped product.

Product leader with 15+ years across advertising, enterprise and SME fintech, B2B and B2C SaaS, wellbeing, and early-stage startups. I own the complete product journey — strategy, positioning, pricing, design, workflow and measurement — and I build the prototypes and the AI-native tooling myself, so a bet gets tested against something working before it costs a team a quarter. I teach the same craft, as an instructor since 2023 and in public here.

Companies I’ve worked with

What I offer

Strategy

Portfolio structure, segmentation, and the call about what not to build. At Wellbees I rebuilt the portfolio around how enterprise segments actually buy, replacing one offering that half-fit everyone.

Design

I draw the screens myself, in Figma and in code. Product work sitting on top of a start in creative advertising, so the interface and the argument get made together rather than handed across a wall.

Build

Working software, not slides about software. Claude Code, Lovable, SQL. Enough to build the thing myself when that is the fastest way to find out whether it is worth an engineering team’s time.

Where I’ve worked

  1. Wellbees

    Product Lead. Led the technology team. Restructured the portfolio around distinct enterprise segments, owning positioning, pricing and competitive strategy. Redesigned “Global Challenge”, which was already running — the streamlined version lifted engagement 25% across 150+ companies and 200K employees. Ran strategy and roadmap across 40+ people — marketing, design, software, business development, customer success and technical support — and reworked the product design system.

    2025 – 2026

  2. Doğuş Teknoloji

    Product Consultant. Led productization inside the Corporate Entrepreneurship division, consulting 20+ startups and corporate productization initiatives — taking internal ideas to market-ready products and setting up the frameworks for doing it again.

    2024 – 2025

  3. Oozu

    Co-founder & Product Lead. An AI parenting companion built from zero — vision, UX, architecture and LLM-driven personalization, through early validation cycles. Reached thousands of families across Turkey, Europe and the US.

    2022 – 2024

  4. Mikrogrup

    Group Product Manager. Fintech at scale, inside TeamSystem. Built and led a cross-functional team of 10+ designers, business analysts and engineers, owning 18+ apps across 6 group companies, and drove the shift to a structured mobile ecosystem. Established the group-level mobile excellence center that standardized quality and practice across the brands.

    2019 – 2022

  5. Mallard Duck Apps

    Founder & Product Lead. An independent studio, concept to store listing, repeatedly — 20+ products for Akbank, TEB, Expo 2020 Dubai, Eczacıbaşı and Anadolu Grubu.

    2013 – 2019

  6. TBWA

    Brand Manager. Led cross-functional teams on large-scale brand and digital campaigns, with significant budgets and multiple stakeholders.

    2011 – 2013

  7. Leo Burnett

    Brand Executive. Where it started — creative advertising at a global network, Istanbul.

    2009 – 2011

Teaching 2023 – Present

Product design, taught to students and to professionals already doing the job, alongside everything above.

  • Brick Institute instructor & lecturer, 2023–present

    “Product Design for Professionals”, a cohort-based online program running since 2023 — 100+ students and working professionals taught so far. Teaching the craft is the quickest way to find out which parts of it you understand and which parts you have only been repeating.

Essays

A new one every Tuesday. See them all →

Case Studies

Everything I’ve built, written up. See them all →

What I’m looking for

Senior product roles in companies building with AI.

Owning strategy, roadmap and results for a product or product line.

Roles
Head of product or product lead at a scale-up. Senior or principal product manager in an established company.
Based
Istanbul, CET. Remote across CET, GMT and EST.
Relocation
Open to it, anywhere in Europe.
Languages
Turkish (native), English (fluent), French (conversational).
Tools
Whatever the work needs. Most days: Jira, Confluence, Figma, SQL, Claude Code and Lovable.

If any of that sounds like the person you need

Tell me what you’re building. I’ll tell you straight whether I’m the right fit for it.

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