TL;DR version of my CV
I’m a Senior Product Designer, Conversational Designer and Senior Copywriter.
A former Creative Lead for Google Assistant and before that, a Creative Director at international advertising agency networks. I’m currently helping LivePerson's clients improve their CSAT and Containment Scores by creating bot personas and designing experiences for conversational UI.
I was also in the BELLA's Google Business Messaging skill team as a conversational designer and the skill this LivePerson & BELLA team has built was named a winner in Google's Build-an-Agent Contest, a competition for innovative experiences using Business Messages.
When I was working for Google, I delivered Voice/Conversational User Interface, on the Google Assistant 'Personality' team. This encompassed learning new programmes and tools, matrix stakeholder management, original content development, narrative architecture, data analytics, bug-fixing and in-depth market analysis of user interaction patterns. I led the hugely successful product launch into the Turkish market with over 200M views in four months.
I was also senior copywriter in international network agencies. Some of my clients were Apple, Coca Cola, Burger King, P&G, Land Rover…
My team produced the second most watched ad in the world, and the most watched ad in Turkey in 2015, the film for Coke delivered 20 million YouTube views, and 45 million media impressions. I also wrote the first internet film series in Turkey for the Ford Fiesta launch. The places I worked…
January 2021 - Up to date
Conversational Designer / Customer Experience - LivePerson
Creation of conversational experiences for LivePerson’s worldwide clients, sitting in the Operational Excellence team alongside Data Analytics and Transformational Leads. Aligning on strategic goals with clients, working on IVR trees and volumes, and identifying top intents to ensure strategic requirements are surpassed. Researching customer experience in Chat/ IVR/Web/App to identify pain points, and starting the design process, whilst liaising with engineers/customer success managers when needed. Running bot persona workshops and determining personalities and tone of voice for our brand partners. Co-developing training materials for Conversation Design Courses for our clients👇
April 2019 - January 2021
Senior Product Designer - Babylon Health
I was headhunted as a product designer initially to help develop the voice user interface at Babylon, but after a corporate pivot I moved into chat UI, quickly moving up to Senior Product Designer. As such I oversaw the development and delivery of the user interface. I worked closely with the engineering team and the product management team to bring simplicity and humanity to complex medical diagnostics & triage. I created clickable wireframes, user flows, process flows and prototypes to communicate my ideas to the broader team and senior stakeholders. I conducted user research, analytics on the resultant data and refined designs in line with that. And I established design principles, style guide, best practices and standards for the whole team with the content writer👇
Feb 2018 – March 2019
Creative Writer - Google Assistant Personality Team – Google
Creating, curating, translating content for the Google Assistant Personality in local market. / Social media listening & analysis – conducting in-market media research to help determine sentiment and usage patterns. / User experience analysis in order to act on user feedback / Evaluating data both quantitatively and qualitatively, and determining key metrics / Reporting on market matrix for reach, growth and user satisfaction / Market analysis for usage of TR personality in TR, identifying trends & gaps and proposing approaches for improvement / Analysing product needs and working with cross-functional stakeholders such as PR, Marketing, Legal, Policy, Localisation, Pygmalion, Partnerships and Engineering in order to launch product, features and campaigns / Fixing the TR Personality bugs 👉
Aug 2017 – Feb 2018, Senior Copywriter
TBWA\Media Arts Lab London
MAL bridges the gap between in-house and external agency. It is Apple, embedded in TBWA / Worked for Apple integrated marketing communications in collaboration with the Apple Turkey Marketing Team, Media Arts Lab LA and the London production team / Originated creative ideas, and transcreated humor, slang, nuance, double meanings and specific tone of voice, between languages of a very different structure and syntax / Ideated original local campaigns and productions whilst adhering to, and championing Apple’s Global Design Playbook 👇
May 2017 – to date
Creative Partner – The Liberty Guild
The Liberty Guild is a disruptive start-up in the fragmenting agency space, which I co-own. Its purpose is to redefine the way creativity is bought and sold / It is a worldwide curated platform that commissions, creates and produces high-quality creative ideas / It hosts a distributed community of the very best creatives and strategists in the world, which it connects directly with Fortune 500 clients / Every one of the 170 (rising to 700) creatives has at least a Cannes Lion, or a D&AD pencil ensuring creative excellence in every market around the world / It is faster, cheaper and more importantly better than any bricks and mortar agency www.thelibertyguild.com 👇
April 2016 – Aug 2017
Freelance Creative Director
Worked directly with local market clients. Wrote commercials, created integrated campaigns for brands, pitched creative ideas and managed production processes for TV/Digital/Social/Radio/Print/OOH. Moved to London and established industry connections 👇
Sept 2014 – Apr 2016
Creative Director – Vietnam Advertising (local market hot shop)
Recruited then managed & motivated multidisciplinary team (art/copy/design/prod/strategy) to deliver results / Delivered creative and strategic integrated solutions / Project management/ Strategy/Copywriting/Production for local and global brands (for Middle East, Africa and Russia) / YouTube Ads Leaderboard winner 2015. The commercial for Coke delivered 20M YouTube views, countless copycat films, 45M media impressions, 99 minutes of earned airtime and 18,000 column inches of exposure / First brand to really go large on Tinder in TR 👉
Apr 2013 – Sept 2014
Creative Group Head – Grey
Management and motivation of a broad multi skilled integrated team (art/copy/digital/design/prod/strategy) / Multiple international assignments / Worked directly with clients in order to understand the needs and to deliver the right solution / Project management/Strategy/Film Writing/Film Production for global brands such as Duracell, Pantene, Fairy, Febreze / Won Crystal Apple Award for P&G Fairy commercial 👇
Oct 2007 – April 2013
Senior Copywriter –Young and Rubicam
Project management/Strategy/Film Writing/Film Production on brands such as; Vodafone, Burger King, Land Rover, Danette/Danone, Protex, Huggies / Wrote the first genuine ‘content’ series in Turkey to launch the Ford Fiesta. It raised consideration from 17% to 61%, brand personality scores doubled, 85% of viewers liked it and it was the subject of a thesis for a PhD / Epica Award and Crystal Apple for Animalia 👍