Hi, I’m
I help digital products find unconventional ways to grow — by combining local insight, internet culture, and systems built for scale.
I make internet experiments, write, take street photographs, and occasionally run farther than expected.
Available for consulting engagements and fractional marketing leadership roles.
Some projects started as jokes. A few travelled surprisingly far.
A short introduction
I have spent more than a decade working at the intersection of consumer marketing, digital PR, creative strategy, and internet culture.
My work has ranged from helping launch Yandex AI in Turkey to building creator-led growth systems in the UAE and designing crisis-response infrastructure across 15 markets.
I am especially useful when a product enters a new environment and cannot rely on translation alone: a new market, an unfamiliar audience, an emerging technology, or a brief that needs both a sharp idea and a repeatable system.
Outside client work, I have spent years experimenting with how ideas travel online — through public AI experiments, media formats, writing, memes, lectures, and my own online presence.
I work as an independent advisor, project-based consultant, or fractional marketing lead — depending on the stage and complexity of the challenge.
A question worth asking
Some work stories are better told on a call.
You once spent around $20k on a creative with the word “shit” in it by accident. What happened, and what did it teach you about local review, language and launch systems?
A few public traces
currently noticing:
How products sound when they enter a new country before they learn to speak locally.
From the cabinet
Different problems call for different kinds of thinking.
AI product launch · Turkey
Contributed to the Turkish go-to-market launch of Yandex AI, which reached #1 among all apps in the local App Store within its first days.
From the cabinet
I have spent years making small things and seeing where they travel.
AI experiment · 2023
Turned an attempt to understand a language model’s boundaries into public experiments about AI rules, behavior, and the strange feeling that a machine has a will of its own.
Beyond the job description
A few shelves of life that are better left alive than converted into proof.
Working style
A small map of how I tend to think, start, explain, compete, adapt and overcollect tabs.
Open the mapX / Twitter
96K followers · 20M monthly organic reach. Mostly internet culture, technology, media, and things that are difficult to explain without making a joke first.
Read on XClubhouse
Hosted 50+ conversations during the brief and beautiful Clubhouse era.
Read the projectLectures
Gave 20+ pro bono lectures on memes, viral mechanics, and how ideas travel online.
Running
Finished 42.2 km in 2024. It felt longer than expected.
Got a weird growth, market or internet problem?
I help teams turn fuzzy context into a sharper frame, a launch route, or a working system.
Based in Europe
