Building AI products with ownership.
I shape AI systems from intent to delivery. At Heineken I owned the product direction for three production AI systems influencing €3.2B in spend. Now building independently with a focus on agentic workflows.
AI Case Studies
Heineken · Global Analytics & AI Hub
“Always highly motivated to improve his process.Such a rare quality.”
Non-deterministic systems have been my material for ten years.
I spent a decade building generative and optimization systems — genetic algorithms, evolutionary solvers, and large-scale parametric work at MAD Architects and AREP. The same mental model of handling uncertainty, constraints, and trade-offs now applies directly to LLM agents and agentic workflows.
At Heineken, I applied this thinking at scale: shaping the product layer for AI systems that influenced €3.2B in commercial spend. I approach AI products as a builder who owns outcomes — from discovery to shipped systems — not just as a designer of interfaces.
The Long Way Here
Computer science, architecture and adventure — converging on AI.Computer Science
Started in IT and picked up the skill that underwrites everything since — algorithmic thinking — before a drawing exam pulled me toward architecture.
Istanbul & Parametric Design
An exchange year under prof. Ozan Önder Özener. Buildings as programs — geometry described mathematically in C#. It became my thesis and my edge.
A One-Way Ticket to Beijing
Borrowed money for a one-way ticket and joined MAD Architects, on the team behind the Harbin Opera House. Perfection as countless iterations.
Leading in Guizhou
Project leader at a local institute, running a team of ten Mandarin-only designers. Finally close to real users — and asking why so few decisions were data-based.
Back to the Roots — UX
Twelve years after first meeting the word usability, it clicked. The field that joined all three threads: computer science, design, and making lives simpler.
AI Product Engineering
Five years shipping production ML at Heineken, now building independently. Non-deterministic, rule-based systems were always the material — LLM agents are the new medium.
