Starting over in fintech with Safak Erkol, Yapily

Walking into a dormant product marketing function means no credibility, no process, and no obvious place to start. Safak Erkol, Product Marketing Lead at Yapily, did exactly that and talks through how she scoped the work, chose messaging as her first foundation, and used AI to run quick wins and longer-term strategy at the same time. The result was improved conversion rates and better alignment across new market verticals.