2023 - today
VP Marketing, Chain Reaction - Semiconductors, Blockchain & Fully Homomorphic Encryption Technologies

• Defined product positioning and messaging for two advanced technology products based on market research, competitive analysis, and Ideal Customer Profile definition.

• Designed structured go-to-market frameworks in collaboration with Sales, Product, R&D, and Corporate Development, planning launches and developing all supporting materials.
  Built comprehensive sales enablement and product marketing assets including pitch decks, product sheets, battlecards, onboarding materials, white papers, use cases, demos, and industry reports.

• Conducted direct customer and integrator interviews to extract market insights and refine positioning; maintained ongoing competitive and industry intelligence tracking.

• Leveraged AI-driven tools to accelerate research, synthesize competitive insights, structure messaging frameworks, draft content, and optimize workflows across marketing activities.

2022

Head of Marketing | SheeldS (formerly Arilou) - Cybersecurity / Transportation

• Led company repositioning, refining messaging and competitive differentiation.

• Partnered with the CEO, Sales, and Product to develop structured sales enablement and investor materials.

• Conducted direct market research through interviews to inform positioning decisions.

• Applied AI-driven tools to support research, messaging refinement, and content development workflows.

2020-2022

Cyber Product Marketing Director | Allot - Telco Cybersecurity

• Partnered with Sales to support Tier-1 telecom customers across the full lifecycle.

• Analyzed cybersecurity service performance and usage data to provide actionable insights that helped customers increase traction and expand service uptake.

• Worked cross-functionally with Customers, Sales, Product, Customer Success, and R&D to surface market needs and optimize go-to-market execution based on data-driven findings.

2017-2019

Product Marketing Director | ZAP Group - E-commerce & Data Products

• Led data-driven website optimization initiatives, including UX and UI improvements and new product additions, based on performance analysis to increase traffic and engagement.

• Managed PPC and SEO efforts, analyzing campaign and behavioral data to continuously improve acquisition performance and on-site conversion.

• Designed a structured performance framework to centralize marketing and behavioral data, enabling ongoing analysis, insight generation, and iterative optimization.

2013-2017

Marketing & Strategy Consultant | Marketing Agency

• Developed brand positioning, messaging frameworks, and digital strategies for clients across healthcare, academia, and telecom, aligning marketing execution with measurable business goals.

• Analyzed campaign performance, customer behavior, and acquisition data to generate actionable insights and improve marketing effectiveness.

• Designed structured evaluation and reporting frameworks to support ongoing optimization and strategic decision-making across multiple client accounts.

2011-2013

(Relocation) Director of Briefings & Events | Embassy of Israel - Washington D.C.

• Led strategic briefings and high-profile events for senior US stakeholders

 

2005-2011
Cellcom Israel - Multiple Senior Marketing Roles

• Led Israel’s largest loyalty program (250,000+ participants); improved retention via data-driven initiatives

• Delivered 5% YoY revenue growth through new products launches and pricing plans; owned P&L