Israel
I’ve built my career around one thing I care about more than anything else — clear communication that helps people understand, connect and act. That’s taken me through large multinational companies, early stage start-ups, the non-profit world and the business I’ve founded myself. At Procter & Gamble I learned the discipline of brand building and how to work with teams across geographies. Later, through my consultancy, I served as CMO for a tech start-up and a media business and worked with a wide range of clients who needed practical, grounded marketing and content support. My work has always been shaped by writing. Whether it’s performance marketing copy for SaaS and tech, messaging frameworks, long-form content or the words behind a product launch, I’ve always focused on clarity and usefulness rather than noise. Outside of tech and marketing I’ve spent time in education and youth leadership, including running the UK’s largest Jewish youth organisation. I also founded a travel business that allowed me to design experiences for visitors who wanted to understand Israel beyond the surface. Along the way I’ve kept up my love of music by producing and presenting the world's first Israeli music podcast and performing my own work. I’ve also kept studying languages and have now worked in five countries. What has stayed constant is an ability to adapt, a willingness to learn and a belief that good communication has real impact when it’s honest and grounded.
I write performance-focused copy that supports Guesty’s growth across channels. • Lead the domain of performance copy across campaigns, paid ads, events and product flows • Work with Growth and PMM teams to shape clear, consistent narratives • Develop AI-powered automations and custom tools to drive efficiency
I founded and continue to produce and present this long-running Israeli music podcast. • Built an audience across five continents • Hosted leading Israeli artists • Created and maintained a crowdfunding model to support production • Optimized process and content creation with generative AI tools • Nominated for a BBC award
I founded a travel business to create thoughtful and tailored experiences for visitors to Israel. • Guided politicians, journalists, c-suite executives and public figures • Handled all commercial operations including sales and partnerships • Built the brand and all marketing content • Achieved double digit year-on-year growth and received industry recognition
I built and led the writing function at Artlist. • Grew the team from 2 to 7 writers • Created specialisations across PMM, growth, UX, blogs and knowledge base • Developed voice and style guides • Shifted the team from execution to strategic partnership • Built a localisation process supporting 8 languages • Designed a learning and development programme for the team
I led the story and positioning for a generative AI SaaS start-up coming out of stealth. • Developed clear language for a complex B2B product • Built messaging and wrote content across marketing assets, sales collaterals and product • Managed agencies delivering creative and performance work • Supported early GTM efforts