Spendesk

Empowering an internationally-distributed, 9-person team across product marketing, pricing & packaging, web marketing, enablement and upsell & expansion.

Global Head of Product & Growth Marketing

Head of Growth Product Marketing

• Empowering an all-star multi-disciplinary team including experts from product marketing, growth engineering, design and web to drive growth, establish self-serve customer onboarding, activation and adoption, and run experimentation.
• In a close collaboration with product and revenue leaders, building out the growth function at Spendesk.
• Building & launching new products and establishing acquisition strategies and tactics.
• Building out experimentation ecosystem, structure and processes to drive conversion.
• Established and leading the cross-functional adoption squad which achieved , e.g., 22% increase in usage of Spendesk invoices.

Team Lead  | Growth Product Marketing

Built out a team, strategy and processes for a net new market area, spanning user acquisition, onboarding, retention and expansion, and customer communications.

Product Marketing Lead, Growth

Product Marketing Alliance

Growing product marketing talent and community.

Ambassador & Mentor

Axway

I led the go-to market-strategy for Axway's key solution, API Management, and its execution across the extended marketing team, third party agencies and was responsible for 65% of the total product marketing budget. Key successes included:
- Architect behind the highest ROI sales and marketing campaign of 2021, adopted by 350+ presales, sales and CS , creating 30% more leads than other campaigns
- Axway's API Management named as a Leader in the Gartner Magic Quadrant
- Guest on the Tech Talks Daily podcast that has 50,000 monthly listeners
- A thought leadership series based on a  global market survey of 800 senior decision-makers in collaboration with a third party agency
- Website redesign leading to an increase of traffic

Marketing Lead, API Management

As the global product marketing lead for API Management, I ranked among the top 5% of performers across the entire 2,000 FTE company in my first year. Key outcomes included:
- Developed marketing strategy for an entirely new product category;
- Developed top ranking marketing content - in top 5 of the most popular assets with 50% conversion rates
- Established new market and consumer research processes
- Marketing lead for the workstream leading to a double leadership in the Gartner Magic Quadrant and Forrester Wave for API Management

Senior Product Marketing Manager, Lead for API Management

Oracle

I led commercialization of new products, from market evaluation and development of product roadmap and strategy to go-to-market planning, pricing and execution. Key successes included:
- Launched and drove adoption of "first-to-market" Opower Distributed Energy Engagement Service 
- Developed pricing for Behavioral Load Shaping solution
- Nominated and selected for Oracle’s Women’s Leadership Conference aimed at top performers and future Oracle leaders
- New partner strategy
- New market strategy for Japan, leading to the launch of several solutions in the market

Manager, Solution Management

I had three key missions in this role:
- As the global product marketing lead for Oracle Utilities Field Service Cloud, I developed product positioning, informed product development strategy, conducted market research, developed go-to-market and pipeline growth strategies, created sales and marketing content, and drove sales enablement efforts. 
- I steered cross-functional senior teams and stakeholders in the execution of strategic projects, incl. development of a new pricing structure;
- I led partner marketing for 16,000+ stakeholders.

Associate Product Marketing Manager

Bought by Oracle in 2016, Opower was an American startup that created a new market category, bringing AI and behavioral science to shape energy consumption of households. Since its inception, Opower has saved 31 TWh of energy and accompanied over 175 utilities.  

I fully owned the go to market strategy for Opower solutions for the EMEA region and localized global marketing efforts. I was responsible for developing product positioning, informing product development strategy, conducting market research, developing go-to-market and pipeline growth strategies, creating sales and marketing content, and driving sales enablement efforts.

Product Marketing Analyst | Opower

New Climate Economy Project

New Climate Economy is a major international initiative examining how countries can achieve economic growth while dealing with the risks posed by climate change. We work with a number of international institutions, including the World Bank, OECD and IMF, and are represented by CEOs and governmental ministers from various countries.

I co-authored a number of high-impact publications on climate change, sustainable economy and energy pricing with leading institutions, thought leaders and scientists, including Lord Stern, and provided briefings for ministers and CEOs for their public engagements.

Program Manager

Equinor

As a core member of Equinor's office in Brussels, I followed regulatory and policy developments in the EU and its institutions, and provided analysis and strategic advice to the company, its leadership, including the CEO, and the board. 

Achievements in addition to my key missions:
- Established a rotational development program for analysts from Brussels across Equinor's key business units in Norway;
-  Nominated and selected as a future policy leader for German Marshall Fund for Young Professionals Summit and Energy Charter Training.

Policy Analyst

International Emissions Trading Association

EU Policy Trainee

A lawyer by training, a growth & product marketing leader by passion and trade; I am currently leading the product and web marketing function at Spendesk. 

I have 10+ years of experience from marketing & product strategy roles at Spendesk and Axway in Paris, Oracle in London, Opower in the USA, and Equinor in Brussels. I have built and led high-performing, cross-functional teams, established new business models, taken products from early concepts to full market launches and adoption, and led strategic initiatives.

As a published author, speaker and mentor (including the Tech Talks Daily podcast and the Product Marketing Summit), I was recognized as a Top 100 Product Marketing Influencer in 2021, and was selected for Oracle's Women's Leadership program aimed at top performers and future Oracle leaders.

Jana Frejova

LifeProcessor: Therapy-Like

I lead the marketing and innovation efforts at Life Processor AI, where we combine cutting-edge AI technology with scientifically validated therapeutic frameworks to support emotional well-being and personal growth. Our mission is to make mental health resources accessible, providing tools that are available anytime, anywhere—empowering individuals to thrive on their own terms.

TikTok: https://www.tiktok.com/@lifeprocessortherapylike
App Store (IOS): https://apps.apple.com/app/lifeprocessor-therapy-like/id6478086671

Co-Founder, CEO

As the host of MindShift with Life Processor, I explore transformative insights in emotional well-being, resilience, and personal growth, using science-backed, therapy-inspired frameworks. Each episode features discussions around mental health, the science behind therapeutic practices, and actionable steps to support personal development. Through engaging conversations with experts, I aim to bridge the gap between therapy-inspired knowledge and accessible mental wellness practices.

https://www.youtube.com/playlist?list=PLnEdbXc1RvdvSkiJgef212oK321fH8eLg

Host, MindShift Podcast

Watford Football Club

Investment committed in June
Security to be issued within 3 months

Investor

Emma – The Sleep Company

As the Head of Product & Technology at Emma Sleep, I lead the Backend, AI, QA Automation, Flutter, and Design teams for this cutting-edge sleep app initiative. Emma Up has been featured by Apple in the European App Store, including the Netherlands, since March 2024.

Emma Up - AI Sleep Coach Launch Video: https://youtube.com/watch?v=n2NTg5GFJEk

2024 Business Results:

- Achieved a two-digit million euro increase in EBIT (operating profit) in Germany by integrating Emma Up into the checkout experience of the *Emma Sleep* online shop.
- Generated $50K in Annual Recurring Revenue (ARR) for *Emma Up* through a refined value proposition, offering highly personalized sleep recommendations powered by advanced ML and LLM technologies.

2024 Product Results:

- 7.8x improvement in the 6-week retention rate of qualified Emma Up users compared to 2023.
- 20x improvement in Month 3 subscription retention compared to the previous year.

2023 Annual Business Report Highlights:

- Activation Rate: 52% of users started their sleep challenge (+30% vs before).
- Free Trial Survival Rate: 37% average survival rate (+75% vs before).
- Cancellation Rate: Reduced to 31% for users engaging with new features (-30% vs those who didn’t).

Key Responsibilities:

- Collaborated with a Korean sound-based machine learning (ML) solution provider, Asleep, to enable hands-free sleep tracking in Emma Up, utilizing sound cues such as bed sheet noise to monitor sleep patterns.
- Integrated ML results with in-house Large Language Models (LLM) to provide users with meaningful insights into how these sound-based measurements impact their sleep patterns.
- Developed one of the earliest LLM-exclusive features that analyzes 19 distinct sleep and habit parameters to generate personalized sleep challenges using generative AI technology.
- Led a complete end-to-end redesign of the app, significantly improving its user experience and functionality.

Head of Product and Technology (Founding Team), App

Co-founded Emma Up v2, achieving Product/Market Fit for the first time, marking a significant milestone in the app’s development.

Head of Product (Founding Team), App

As the Head of Product at Emma's sleep tracker app, Emma Up, I lead our efforts to create the most advanced and user-centric sleep habit-tracking app on the market. Our goal is to revolutionize the way individuals track and optimize their sleep habits, going beyond traditional sleep quality metrics.

- Developed a unique product trajectory that will position Emma Up as an industry leader in the wellbeing market, integrating cutting-edge artificial intelligence technologies to provide a truly personalized sleep solution.
- Helped raise €250k in funding on the first month of joining the app team.

The Last Release Note:

"Implemented a fully updated sleep habit-building logic with the introduction of the Recommendation Engine based on GPT-4 by OpenAI. The engine generates personalized recommendations taking into account users' priority, based on their past data.

Launched Emma Up Chatbot Beta. This chatbot is aimed at addressing queries related to newfound sleep challenges users might be facing.

Reworked onboarding process to utilize provided data more efficiently. Data shared by the users at the time of onboarding will now 1) contribute to generating initial sleep recommendations and

2) provide a tailored experience to tackle individual sleep challenges based on user preferences.“

Head of Product, App

emnify

- Drove product-led growth initiatives for EMnify’s IoT B2B SaaS platform, managing a cross-functional team of 5+ engineers and designers.
- Structured the product roadmap into three pillars: Friction, Motivation, and Prompts, focusing on reducing drop-offs in the activation funnel and driving user engagement.
- Released the Onboarding Checklists V1 and Interactive Help Section, increasing activated users by 41% in three months and setting a new daily record for evaluation orders.
- Optimized the Pre-paid Balance and Evaluation Card Purchase processes, cutting time-to-value by 90%, from 1 hour 25 minutes to 9 minutes.
- Launched a Time-Restricted Incentives Campaign, resulting in 54% of evaluation orders, boosting signup-to-activation conversion by 20%.
- Worked with Sales to integrate PQL initiatives via Salesforce, improving lead quality and user conversion.

Growth Product Manager

UserGuiding

- Discovered and delivered UserGuiding Resource Centers, which instantly hit a 60% adoption rate in new Professional Plan users (our main target users) only in 2 months on Beta (A user success story: https://bit.ly/3yvvF1a)
- Led the Product Hunt launch for Resource Centers, which became the 4th Product of the Day with over 500 upvotes. (https://bit.ly/3sldWqZ)
- Created the product analytics dashboards using Google BigQuery and PostgreSQL to enable tracking product usage and engagement metrics.
- Developed our most strategic roadmap features, i.e. user-specific analytics dashboard and  goal tracking features, leading a team of 6 (2 designers and 4 engineers.)
- Oversaw the iterations of our core products like Guides and Checklists, which improved the user engagement (average number of Guides created per user) by 40% in a period of 6 months. (See our monthly product updates here: https://bit.ly/3CP89i)
- Oversaw the product onboarding and adoption of our core products' trial activation, which we maintained to keep at around 10%, doubling the industry average.
- Ran growth experiments, e.g. Freemium Plan offerings and Pricing Changes; our Freemium model hit 100+ users (1/3 of our current user base) in one day during the launch.
- Grew our ARR by >500% with 10% MoM growth rates on average thanks to our team and product, raising a $1M seed investment in the meantime.

Product Manager

CEOtudent

Created content focused on success for aspiring entrepreneurs.

Volunteer Creative

EUROPolitika

Volunteer Editorial Board Member

Transparency International Türkiye

Summer Intern

I’m Ertugrul, a passionate product and tech leader with over 7 years of experience in building innovative solutions in AI, consumer tech, and wellbeing. As the Co-Founder and CEO of Life Processor AI, I am dedicated to transforming personal growth and mental wellness through personalized, therapy-inspired AI solutions.

Previously, I led the development of Emma Up, a cutting-edge sleep habit tracking app featured by Apple in the European App Store (including the Netherlands) and highlighted in Reuters and Yahoo Finance. My journey in AI and digital health is rooted in a commitment to creating impactful, user-centric products that improve lives.

Key Experience:
- Life Processor AI: Consumer Tech, Large Language Models (LLM)
- Emma Sleep: B2C, Large Language Models (LLM)
- EMnify: B2B, Deep Tech, Product-Led Growth (PLG)
- UserGuiding: B2B, B2BC, Product-Led Growth (PLG)
- Previous Roles: B2C, E-Commerce

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Jana Frejova

Ertugrul Cavusoglu

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