With over 18 years of experience spanning project management, client services, and strategic leadership, Göktuğ has built a dynamic career at the intersection of strategy, creativity, and technology. Initially trained as a mechanical engineer, his analytical background has consistently informed his strategic thinking and innovative approach. 

His professional journey includes pivotal roles at leading digital agencies such as C-Section and Tribal Worldwide Istanbul, where he successfully navigated significant industry shifts and continuously explored new digital frontiers. These experiences profoundly expanded his strategic capabilities, empowering him to craft innovative and future-ready digital strategies. 

Currently, as the Strategy & Innovation Group Head at Tribal Worldwide Istanbul, Göktuğ is responsible for developing distinctive brand and communication strategies that not only differentiate brands in competitive markets but also resonate meaningfully with audiences. He leads innovation initiatives encompassing product development, advanced media strategies, and pioneering applications of generative AI, agentic AI technologies. He also has a keen interest and expertise in synthetic research, leveraging new methodologies to generate deeper consumer insights and more predictive brand strategies. 

Göktuğ's core professional philosophy revolves around creating genuine meaning and value through every strategic and creative endeavor. He firmly believes that meaningfulness should be the guiding principle in all aspects of communication, innovation, and strategic development, ensuring lasting impact and relevance in a rapidly evolving digital landscape.