From language to performance

I learned English at 16 and started translating voluntarily. By university I had one goal: build my own translation agency. Studying communication gave me something I didn't expect: a genuine fascination with how people process information and what makes a message land.

At Turkish Airlines, the analytical instinct surfaced early. Two months in, I identified a structural error in the ticketing system that was silently triggering false cancellation notifications at scale. I reported it, got ignored, gathered more evidence, reported again. A supervisor eventually found the report and moved me to a newly created data analysis team. That experience taught me something important: if the data tells you something is broken, you don't wait for permission to flag it.

Then I built the agency. MM Translation: 120+ languages, 150+ freelancers, clients across legal, medical, technical, and academic fields. I handled everything from project coordination to quality control, managing simultaneous workflows in dozens of language pairs. When the agency needed clients, I stopped outsourcing the marketing and started doing it myself. That decision changed everything.

Digital marketing turned out to be applied psychology with a feedback loop that tells you exactly where people drop and why. I was already fluent in that language from years of studying how people process information. Having already gained hands-on experience running campaigns and building digital strategy for over a year, the 13x ROAS I achieved on the EN Tercüme project was a milestone that confirmed what I already knew: this is where my skills converge.

AI sharpened the edge further. I spent months training large language models, learning how they process and generate language. That experience gave me a practical understanding of AI Tools that most marketers don't have. I don't just use AI tools, I understand how to engineer prompts, build workflows, and leverage these tools to produce better research, faster analysis, and more precise campaign strategies.

Now pursuing an MSc in Digital Marketing in Berlin, connecting everything: communication, data, consumer behaviour, and the systems that interpret it. My dissertation focuses on AI-localized vs. human-localized advertising, comparing how automated and human translation affect ad performance across cultures using ELM, TAM, and Hofstede frameworks with automotive brands as the test case.