Tugce Aksoy is the Global Brand Director of the Magnum Ice Cream business, leading one of the world’s most iconic indulgence brands. With over 15 years of experience building love brands across markets, she has helped shape a €2B+ business into a culture first powerhouse, blending commercial rigor with creative ambition and driving consistent growth.
She is known for pioneering a culture led brand model, turning Magnum into a global conversation starter through collaborations with artists, fashion icons, and creators, alongside high impact creative work that amplifies brand distinctiveness and core assets. Her approach challenges traditional marketing playbooks, proving that effectiveness today is built as much through cultural impact as it is through performance metrics.
A graduate of the INSEAD Women Leaders Programme, Tugce brings a strong female and inclusive lens to the creative world, challenging conventions and shaping work that resonates more meaningfully with modern audiences.
As an Effie jury member, she brings a sharp eye for ideas that drive both business results and cultural relevance, championing work that breaks conventions, earns real attention, and proves the commercial power of creativity.
