When you work in startup marketing, “pivot” becomes an inside joke. In my early startup days, we joked about pivoting all the time—first in product, then in customer targeting, then again, even after landing our first paying customer. That word stuck with me. It’s not just about change, but being willing to rethink, redesign, and rework things when they’re not working—and doing it fast.
So why Pivot&Nest?
The name reflects exactly what marketing professionals in startups do every day. “Pivot” represents adaptability and agility—something we all need when plans hit walls or feedback flips everything. “Nest” is about building, nurturing, and creating a structure—whether it’s for strategy, brand, or team. It’s the quiet, consistent work behind the scenes.
Together, “Pivot and Nest” is about that tension we all live in: constantly adapting, yet still building. It’s a platform for people like us—resourceful, hands-on marketers who are figuring things out while executing under pressure. It’s about doing what you can with what you’ve got, and still targeting the best outcome.
And the ✨ sparkle emoji in the logo? AI reshapes everything around us; from automating workflows to generating content and AI is now part of every marketer’s toolkit. The sparkle is a small symbol of that transformation and the creative potential it unlocks.
Why this blog?
I used to have a domain for years. At first, I thought I’d write about cooking for beginners—helping young people who’d never stepped into a kitchen. But personal topics were harder for me to speak up about. I’ve always been vocal in business, so I decided to begin there—and start by sharing my own story.
My path was different from many around me. I left a banking job to get my MBA. I raised my son as a single parent. Then I restarted from scratch in the software industry, entering marketing from the bottom.
It all began with a remote role. I managed Google Ads for a ERP company in Turkey for three years. The previous campaigns were managed by someone very smart—but I questioned everything. Campaign sizes, bidding strategies, quality score—nothing was off limits. I learned through YouTube videos, constant testing, and a lot of “why nots.” I convinced the company to rebuild their website for better content structure and faster speed. I cut ad waste by 30%—like excluding the word “logo” which was pulling in people looking for actual logo designs instead of a ERP competitor. We got our quality scores up, some jumping from 5 to 8. That win meant a lot.
The flexibility of that job gave me time to dive into my hobbies too—I even finished a 2-year Ornamental Plants program in IstanbulMy first “real” marketing job came through my husband. He’d always dreamed of starting a tech company. We took the leap. It was five of us doing everything. I was responsible for all marketing, hiring, and finance. Like any startup, we worked long hours, wore too many hats, and learned constantly.
Then came Telenity—a more structured environment, but still full of challenges. I joined as a marketing manager, where one of my biggest projects was leading a full company rebranding. This wasn’t just a visual update—it was a deep dive into how we told our story to the world. We redefined messaging, updated our tone, and aligned the brand across teams.
Alongside that, I led a complete website renovation. The old structure didn’t reflect the company’s strengths or the needs of its global telecom clients. We reorganized the content, focused on clarity, and made the site faster and easier to navigate. It wasn’t just about aesthetics—it was about performance, strategy, and usability. That project taught me how much of marketing success depends on building solid infrastructure beneath the messaging.
Later, I joined Microsoft—a completely different scale. I stepped into a global machine, and it was a masterclass in structured marketing operations. What stood out was how flawlessly marketing plans were implemented, with no room for deviation from the core strategy, but still allowing for smart localization to fit different markets. It showed me how consistency and flexibility can coexist when done right.
At Microsoft, I also saw how small details in event planning—timing, speaker prep, follow-ups—could make a huge difference in impact and perception. Everything was intentional, and I came to appreciate that excellence often lives in those micro-decisions. What makes special this experience at Microsoft, I had a front-row seat to the rise of AI. From internal tools to public launches, I witnessed how quickly AI moved from being a buzzword to an essential part of marketing workflows. That experience reshaped how I think about technology’s role in marketing—and it’s a big part of why “Pivot&Nest” embraces that evolution.
That’s the spirit of Pivot&Nest. And that’s the kind of content I want to share here.
If you’re working in marketing at a startup, with too much on your plate and not enough time or people—you’re in the right place.