Three verticals.
One method.
Industries that look unrelated share the same underlying discipline: write a falsifiable hypothesis, design the smallest experiment that can kill it, only scale what survives.
Naval procurement & defense systems
LinkedIn ABM against named buying committees in NATO and MENA naval procurement offices, multilingual SEO, and Looker Studio attribution architecture.
Subscription growth across web, iOS, Android
Paid social and Google Ads, lifecycle email infrastructure, App Store optimization, and CRO across web and mobile for sports-tech SaaS.
Steam launches & indie GTM
Wishlist velocity through Steam Next Fest, creator partnerships, storefront CRO, and multilingual localization across Western and Asian markets.
Where the work lives.
Five case studies across the verticals above — challenge, hypothesis, approach, results, and what would have falsified it.
Building a B2G demand-generation funnel from zero in a 12-month sales cycle.
320+ MQLs at $42 CPL with 38% SQL handoff, in a market most performance playbooks don’t apply to.
Pivoting a marine subscription product from DTC to a partner-led distribution channel.
Held 3.2× blended ROAS across €69.99 to €159.99 plans while onboarding 12+ boatyard and charter partners.
The marketing operations infrastructure that lets one specialist run three verticals.
AI-augmented content workflow + unified attribution across three product lines. ~40% faster content cycle, 6+ hours/week saved.
Scaling a PC strategy game from <500 to 22,000+ Steam wishlists before Early Access.
Storefront conversion lifted from 8.2% to 14.6% via CRO, creator partnerships, and Steam Next Fest. 44× wishlist growth.
A PhD in Critical Thinking, applied to marketing budgets.
The doctorate trained me to write falsifiable claims, design tests that can kill them, and revise based on evidence. That turns out to be the same job description as a digital marketing specialist who doesn’t want to lose money.
Across three years of full-funnel work — defense B2G, B2B SaaS, indie gaming, freelance — the same operating principle keeps surviving: most marketing claims are untested, most “best practices” can’t actually defend themselves, and the leverage comes from being willing to falsify your own assumptions before the budget does it for you.
I’m based in Ankara, working with international teams across NATO and the Mediterranean.
- 01Every campaign starts with a written hypothesis and a falsification condition.
- 02Channels follow the audience. The audience never follows the channels.
- 03A small test that produces evidence beats a big launch that produces opinions.
- 04If I can’t explain a metric to a non-marketer, I don’t trust it yet.
- 05AI accelerates the work. It doesn’t replace the thinking.
Read the work.
Five case studies, three industries, one method. Each one includes what would have falsified it — because that’s the honest part.
Omer Ozbey 