Always wondered why people made irrational decisions. This curiosity was undoubtedly shaped by the intellectual discipline she acquired at Saint-Joseph. Then came her university years, a bit in France and then while studying Economics at Istanbul Bilgi University, she realized that data can explain many things but doesn’t always complete the story. What really impressed her were the emotions and contradictions behind the decisions. She saw curiosity not as a reflex but as a method, because most of the time, the way to get the right answers begins with being able to ask good questions. The interest in rationality, which began with Game Theory, evolved over time into Behavioral Economics; because she was no longer interested in explaining rational decisions but in understanding irrational behavior.

After graduation, she started working as a strategist at the Behavioral Institute. This period was a turning point when she began to transform human insights into meaningful strategies. She then moved to Barcelona for a deeper learning process. During her marketing master’s degree, she not only gained new theories but also experiences that completely changed her perspective. After completing her training, she returned to the Behavioral Institute, this time with a more refined outlook. Now, she works in two different roles under the FutureBright umbrella, building the path from insights to creative strategy and working to build more meaningful systems for social impact projects.

For her, strategy is not a profession, but a way of thinking. She believes that the best questions are those that have the power to change the way we think as we seek their answers.