Beginning her academic journey in the Advertising Department at Istanbul Bilgi University, she was deeply impressed by the power of communication in shaping human behavior. In line with her interest in advertising, she simultaneously studied Visual Communication Design, gaining a deep understanding of the design discipline’s contribution to strategic planning processes.

In 2017, during an exchange program in Paris, she clarified her career goals and joined the TBWA ISTANBUL strategy team. There, she played an active role in both local and global brand and communication strategy projects. Her interest in cultural strategy led her to collaborate closely with the TBWA collective’s cultural intelligence units. She worked on various projects at various TBWA offices, including Zurich and Sydney, and also supported the TBWA Media Arts Lab London team.

After serving as director of the Burger King and Ford brands at VMLYR Istanbul, she joined the Behavior Institute in 2023 to work on projects that provide end-to-end solutions to brands in a variety of areas. While her interest in social psychology and semiotics contributes to her in-depth understanding of human behavior, she believes that this process of discovery enriches both her personal and professional life.