Selin Yılmaz

• Supporting founders in building an entrepreneurial business unit at BSH, helping transform the digital certificate concept from MVP to market-ready product through coordination across UX, tech, and business teams • Validating the business model, identifying monetization opportunities and creating scalable growth plans for expanding user adoption and revenue streams beyond MVP phase • Navigating both internal structures and external partnerships to create the ecosystem needed for widespread adoption

The University Innovation Fellows is a program of Stanford University’s Hasso Plattner Institute of Design (d.school). The program was created as part of the National Center for Engineering Pathways to Innovation (Epicenter), a five-year National Science Foundation grant (2011-2016), and became part of the d.school in July 2016. Selin is one of the UI fellows of Istanbul Technical University for the fall cohort of UIF 2020.

• Co-facilitated strategic transformation workshops with 40+ stakeholders from product, tech, and business teams to redesign product pages for MACH architecture implementation across Region Europe • Supported the identification of regional consumer touchpoint development requirements for Region Europe, working with 30 countries • Supported regional marketing strategy development through data-driven analysis and prioritization of key initiatives and KPIs

• Analyzed digital readiness of SMEs across 12 Danube region countries, producing national assessment scores using UNIDO EQuIP toolkit • Generated country-specific heatmaps and geomaps to visualize digital transformation progress in partnership with TUM International

• Spearheaded GenAI localization testing across 25 European markets using Vertex AI and Google Gemini, reducing translation time by 50% • Optimized 150+ online product advisors in Zoovu through data-driven improvements to question flows, feature explanations, and recommendation logic, streamlining the customer journey from product discovery to purchase • Orchestrated monthly global knowledge transfer sessions on digital topics, engaging over 200 digital marketing colleagues of 35+ European countries

• Actively supported the product marketing and management team in New Product Introductions (NPIs) • Assisted the maintenance and functionalities upgrades of the market model environment, planning environment and quotation environment

• Building customized interactive reports and dashboards for business unit to address customer gain and pain points from the customer reviews • Conducting online customer acceptance tests for innovation ideas by collaborating with innovation and consumer experience journey teams • Conducting category benchmark and value class strategy analysis for BI Ovens • Redesigning sample product management process in headquarters by collaborating with different functional teams

The Boundary Spanners Development Program is funded through European Commission’s Knowledge Alliance program and it aims to break down the engagement barriers between the universities and their regional/ national/ international business stakeholders by enabling the boundary spanning skills of the higher education faculty, staff, and leadership. My role is to support this project on literature review, investigation, and interview transcriptions.

• Investigated corporate idea management and co-creation platforms • Prepared European Financial Management Association (EFMA) and TÜSİAD compilation reports for the Innovation Management Team