Her expertise lies in social media, word-of-mouth marketing, and consumer behavior.

She graduated from Koç University with degrees in Economics and Business in 2005. She completed her master's degree in Marketing at Tilburg University, followed by her doctoral studies at Erasmus University, Rotterdam School of Management. She conducted doctoral research at Wharton Business School. After Vrije University and Koç University, she began working at Sabancı University in 2019. Her collaboration with New York Times Best Seller author Jonah Berger earned her the McKinsey Best Doctoral Award in marketing. She has published articles and book chapters in prestigious marketing journals.

In the field of digital marketing, she collaborates on joint projects with companies such as Unilever, Coca Cola, IPSOS, Engageya, and Saint-Gobain, pioneering new models and applications in social media analytics. Her "Whispering Brands" project won the innovative Owl Gold Award in 2018.