Senior Global Marketing Leader
Brand Strategy · Product Marketing · GTM · Digital & Omnichannel
Luxury, Beauty & Consumer · Based in Tel Aviv · Working internationally
I don’t build campaigns. I build systems that survive the market.
01/Body by SABON
Context
Six moisturizers, up to eight scents each, no clear reason to choose one. The category was down 15%, its former hero down 20%.
Decision
One idea, made legible everywhere: one product, one skin match. Brand-first became customer-first, carried across retail, digital, CRM and education.
02/Abbi Care
Context
ABBI Care, a personalised skincare brand backed by Laboratoires Boiron, launching across pharmacy and e-commerce with no brand built yet.
Decision
Built the brand and positioning from zero, created an offer people could try at once (Mix At Home), and designed adoption across pharmacy, e-commerce and CRM.
03/Opeaz
Context
A commercial-intelligence platform for pharmacies, buying groups and laboratories. Each side read value differently, and sign-ups stalled before real use.
Decision
Resolve fragmented value into one economic logic, carried across three audiences.
CHANEL · Product Development
What Chanel taught me about product marketing
Product Manager for four N°1 skincare developments · Pre-launch
Explore the chapter
The archive
Additional systems I've built.
01
One campaign. Every channel. Every market.
02
Redesigning how global strategy becomes local execution.
03
Turning isolated email sends into one designed customer lifecycle.
Experience inside global brands
References
Both strategy and execution oriented, he showed a complete ability to drive marketing plans, build up marketing events and 360 campaigns.
What I help brands do
From the first question to market execution, I connect strategic diagnosis, creative development and omnichannel deployment.
Understand the brand, the business, the market and the people before deciding what should change.
Scope
Identify the problem behind the visible symptom and determine what the business is actually trying to solve.
Scope
Turn complexity into one strategic direction worth committing to.
Scope
Transform the strategy into distinctive creative ideas and coherent customer experiences.
Scope
Make the strategy executable across teams, channels and local market realities.
Scope
Measure what changed, strengthen what worked and use every execution to improve the next decision.
Scope
Strategy does not stop at the recommendation. It has to survive creativity, execution and the market.
Marketing rarely fails during execution.
It fails much earlier.
Most execution problems begin long before execution. They begin when companies solve the wrong problem brilliantly.
Brand diagnosis 01 · Coca-Cola · Christmas 2025
When production efficiency became the answer to a question Christmas never asked.
Read the diagnosisBrand diagnosis 02 · LEGO · Loss of clarity
Innovation is not dangerous. Forgetting what makes innovation legitimate is.
Read the diagnosisNon-negotiables
Non-negotiables
Follow the trend.
Build it around what remains true after the trend is gone.
Treat insight as the answer.
It never tells the whole story.
Fix the symptom.
Create without limits.
Let the campaign carry the brand.
A campaign can create movement. The brand has to keep it.
Four principles. One standard for the work.
Pharmacy trained me to diagnose before prescribing.
I still work that way.
I look for where value is being lost: in the offer, the customer decision, or the way a business brings it to market.
Then I turn that diagnosis into a clear Product, Brand and Go-to-Market architecture: something customers can understand, teams can execute and markets can use.
Across beauty, luxury, consumer and health-tech, the context changes. The discipline does not.
Understand the system.Find the leverage.Make it matter in market.
