👋 About

I bridge the gap between complex data and human behavior. For over 5 years I navigated the fast-paced world of Advertising and Media Strategy, helping global brands (Coca-Cola, Reckitt Benckiser, Ulker) understand not just what audiences are doing, but why. My background in Consumer Psychology allows me to decode human intent, while my expertise in Data Science provides the tools to predict it at scale.

I combine audience psychology with technical proficiency in Python, SQL, and Machine Learning to transform raw datasets into actionable growth strategies — delivering the "So What?" that helps businesses scale and optimize ROI.

Currently sharpening my analytical edge through the Masterschool Data Science Program, applying advanced statistical methods to real-world marketing challenges like customer retention and market segmentation.

🛠️ Technical & Strategic Toolkit

Data Science & ML:

Python (Pandas, NumPy, Scikit-learn, TensorFlow) SQL (PostgreSQL) Predictive Modeling A/B Testing Time Series Analysis NLP Computer Vision

Visualization:

TableauMatplotlibSeaborn

Strategy:

Media Mix Modeling Media Planning Consumer Behavior Analysis Sentiment Analysis

AI & Tools:

Generative AI / LLMs Prompt Engineering LangChain Streamlit Git Jupyter PyCaret

📚 Selected Projects

Resilient Customer Behavior Forecasting (Online Retail II)
Architected a Segment-Wise-Customer-Wise (SWCW) forecasting pipeline integrating CID clustering with a Hybrid RFM Bridge. Delivers high-fidelity CLV projections and inventory optimization using Linear Interpolation and Savitzky-Golay filtering.
[GitHub]
Retail Sales Forecasting: Corporacion Favorita
Comprehensive Time Series Forecasting pipeline evaluating Prophet (MAPE 14.56%), SARIMA (RMSE 20.07), and XGBoost (RMSE 20.15) to optimize inventory management for Ecuador's largest grocery retailer.
[GitHub]
TravelTide Customer Retention Mastery Project
Uncovered a "Weekend Effect" (+30% spend, +15% churn risk). Deployed K-Means Clustering to segment users into 3 personas: Weekend Whales, Window Shoppers, and Budget Commuters.
[GitHub]
Disaster Tweet Classification — High-Precision NLP Pipeline
End-to-end SOTA NLP pipeline classifying whether tweets describe real disasters or hyperbolic language using TF-IDF and transformer-based classification.
[GitHub]
CIFAR-10 Image Classification — Transfer Learning with ResNet50
Applied transfer learning with ResNet50 for high-accuracy image classification. Includes forensic diagnostics to bridge accuracy and model trust.
[GitHub]
Media Science & Strategy Analytics Stack
SOTA statistical and ML methods for advertising, targeting Data Scientists, Media Planners, and AdTech Engineers. Includes Media Mix Modeling and marketing automation.
[GitHub]
Coca-Cola 2020 Media Investment & Brand Strategy Analysis
Analyzed Coca-Cola's marketing resilience during COVID-19 using data science, econometrics, and Media Mix Modeling.
[GitHub]

🐤 Experience

Professional Development & Career Break
Data Analytics Transformation · Jun 2017 – Present · Turkiye & Germany
Upskilling in advanced data analytics and Python to pivot into Data Science. Completed Master's thesis research. Relocated to Germany and achieved B1 German proficiency.
Account Supervisor
Havas Creative Network · Full-time · Nov 2015 – Jan 2016 · Istanbul, Turkiye
Directed TV media strategies for Reckitt Benckiser multi-brand portfolio. Increased media efficiency by translating raw GRP data into actionable performance insights.
Executive Media Planner & Account Executive
Carat · Full-time · Nov 2012 – Nov 2015 · Istanbul, Turkiye
Engineered a custom Excel macro to automate spot broadcast reporting, improving workflow efficiency by 20%. Optimized multi-brand TV planning for The Coca-Cola Company.
Media Planner
Starcom MediaVest Group · Feb 2010 – Dec 2011
Led in-depth media and competitor analysis for Ulker (FMCG). Promoted to Lead TV Planner for 20+ national channels. Created a custom Excel-based "spot position calculator".

🎓 Education

Masterschool
Training Program, AI & Data Science · May 2025 – Jul 2026
Machine learning, A/B testing, time series analysis, model deployment, Generative AI, LLMs, prompt engineering. Tools: Python, SQL, Tableau, Git, PyCaret, Jupyter.
Bahcesehir University
PhD in Advertising (coursework completed), Public Relations & Applied Communication · Sep 2017 – Jun 2022
Core coursework in attention-based advertising strategies, digital media behavior, and audience segmentation.

📝 Publications

The Effects of Internalized Homophobia upon Consumption Habits of LGB Individuals and Their Brand Attitudes
Applied Social Science Research, ISSN 1435-6651 · Verlag Dr. Kovac
An interdisciplinary study bridging psychology and marketing — revealing how identity, stigma, and consumption intersect for LGB individuals in Turkey.
[Publisher]
Icsellestirilmis Homofobinin LGB Bireylerin Tuketim Aliskanliklar ve Marka Tutumuna Etkisi
Artikel Yayincilik (Turkish edition)
Turkish version of the Master's thesis published as a book in Turkey.
[Publisher]

🎍 Awards & Honors

🥇 2x Effie Gold for Coca-Cola — Effie Worldwide, 2014
🍎 4x Kristal Elma for Coca-Cola (Mobile, Best FMCG, Integrated Strategy, OOH) — Crystal Apple Festival of Creativity, 2014

🌍 Languages

Turkish (Native) English (Full Professional) German (Limited Working, B1)

✨ Beyond Work

🚣🏻‍♀️ Rowing — Taught me the power of synchronicity, endurance, and moving toward a common goal with precision.

🤸🏻‍♀️ Pilates — My go-to for mindful balance and core strength, keeping me focused and resilient under pressure.

🧶 Amigurumi — Crafting intricate designs stitch by stitch keeps my creative problem-solving skills sharp.