Research
Market, competitors, product data. Synthesised before a single word is written — so the story starts from evidence, not opinion.
For AI-first startups
Product marketing that makes the product make sense.
Fractional product marketing for startups building AI-first products — positioning, lifecycle and the content engine that carries them.
§ 1 — About me
I started out building websites for businesses — first as a freelance developer, then as the founder of my own digital agency in Istanbul. Every site began the same way: before designing a page, I worked out who it was for, what it needed to say, and what a visitor should do next. I didn’t call that product marketing yet. It was simply how I built.
That habit followed me into the WordPress and Elementor world, where I went on to teach more than 100,000 people through tutorial videos — each one starting from what the viewer was trying to get done, not from the feature list.
For the last three years I’ve done product marketing in title as well as in practice, owning the full set of assets for Elementor’s Themes line and for ohSweet: the messaging behind product and solution pages, videos, blog posts and everything else a launch needs. Now I bring the same outlook to AI-first startups, as a fractional product marketer.1
Method
§ 2 — Four movements, in orderEmpathize
Hear the problem in the user’s own words. Feature-led copy explains the product; resonant copy explains why it matters to them.
Strategy
Positioning, the activation path and the content system, mapped on one page — before anything ships.
Action
Then ship it — pages, emails, videos, articles — and measure what actually moved.
Services
§ 3 — Three ways to work togetheri. Fractional PMM
An embedded product marketer for your startup, part-time. Positioning, messaging and launches — owned, not advised.
ii. Lifecycle & PLG Mapping
I map how users find, try, activate and stay — then build the onboarding and lifecycle emails that move them along. My lifecycle email work at ohSweet lifted activation 30%.
iii. AI Content Systems
Agent workflows that turn one source of truth into articles, video, social and lifecycle — set up, documented, handed over.
The ledger
§ 4 — Numbers, not adjectives 47% MoM lift in LLM-sourced traffic GEO applied to video titles & descriptions
30% Lift in product activation Lifecycle email, built from zero — ohSweet
250K+ Combined video views 18 videos on Elementor’s channel
5 wks To first-page Google SEO engine from scratch — ohSweet
6 wks To 3rd most popular WP theme Hello Biz launch content & onboarding
The archive
§ 5 — Four volumes of work§ 6 — Correspondence