A selection of evaluation, localization, search, and marketing work—organized around the problem, the judgment call, and the outcome.
01
LLM & Generative AI
Evaluating confident answers before they become costly mistakes
The challenge
Generative AI can sound certain while being factually wrong, unsafe, incomplete, or subtly misleading.
My approach
Applied a four-part framework—Relevance, Safety, Accuracy, and Readability—using primary-source checks, language matching, and explicit hallucination flags.
The signal
Produced consistent benchmark data that helped teams improve response quality and reduce hallucinations across model pipelines.
ChatGPTPerplexityYandex AIHallucination detection
02
Search Quality & SxS
Turning ambiguous search results into clear ranking decisions
The challenge
Search systems need human judgment to determine whether competing results truly satisfy nuanced user intent.
My approach
Conducted Page Quality Evaluation and Side-by-Side comparisons across SinSig 2.0 and SinSig Global, weighing usefulness, authority, freshness, and relevance.
The signal
Delivered precise rating datasets that informed algorithm adjustments and improved the quality of search experiences.
PQESide-by-SideSinSig 2.0Search intent
03
Multilingual Data Annotation
Catching the meaning that literal translation misses
The challenge
Automated translation often misses regional idioms, cultural context, and subtle intent shifts in non-English queries.
My approach
Performed image, freshness, and music relevance judging in Turkish and English, combining native context with deliberate cross-checking.
The signal
Strengthened cross-lingual model understanding and improved the reliability of localized search results.
TurkishEnglishLocalizationRelevance judging
04
E-commerce Strategy
A performance-led digital marketing analysis for Trendyol
The challenge
Global e-commerce growth demands a balance of mobile performance, localization, acquisition, and channel efficiency.
My approach
Analyzed traffic, social engagement, email strategy, advertising allocation, load speed, and affiliate programs, then shaped recommendations around mobile-first growth.
The signal
Produced a data-led strategy connecting localized campaigns, creator partnerships, content, and targeted mobile media.
