Experience

Strauss-FritoLay

• Israel
• Food and Beverage Services
• 1 - 100 Employee

• CEO

  • Mar 2020 - Present



"5 Fingers" Nonprofit Association

• Executive Committee Member

  • May 2019 - Present



Domaine du Castel

• Israel
• Beverage Manufacturing
• 1 - 100 Employee

• Advisory Board Member

  • Jan 2010 - Present



IDC Herzliya

• Higher Education

• Lecturer in Marketing

  • Jan 2017 - Present



Strauss Group

• Israel
• Food and Beverage Services
• 700 & Above Employee

• Marketing Director Strauss Dairies

  • Mar 2014 - Mar 2020

  $ 400 M net revenues & 22% share of the Israeli Dairy market• Leading the company's "Grow Responsibly" business strategy (10 years & 3 years horizons).• Leading the company's extremely complex marketing & innovation activities in a dynamic, fast- paced, highly competitive & heavily regulated environment. • A key player in the company's rapid business expansion to new categories, alongside strengthening the core, through the implementation of new business models (strategic import, strategic distribution, outsource & commercial distribution).• Integrating the operations in 5 huge categories (yogurts, desserts, cheese, plant-based & butter), through 12 brands (of which 2 are mega brands: Danone & Milky) and the launch of more than 100 innovations & 50 communication campaigns every year, while addressing a wide range of audiences & diverse consumer & shopper needs (health, nutrition, indulgence, culinary, OTG & e-tail). • Leading trust & responsibility agendas, from a deep internal sense of mission. • Collaborating with global food companies, Danone and Arla Foods (Lurpak), and other local partners, working with several different business models.• Establishing a new category in Israel - High Protein Yogurt - by leading the product development & launch of "Danone PRO" - A $ 50M platform & the fastest growing growth engine of the company and of the yogurt category, that returned to positive growth after years of decline. • Managing efficiencies and productivities of the marketing & commercial plan & budget. • Managing an annual marketing budget exceeding $ 20M and a team of 15 marketing professionals. Closely collaborating with dozens of external and internal interfaces.• Participated at all the company Board of Directors meetings. • 4 consecutive years of exceptional business results (growth, productivity, profitability, market position, trust & brand leadership & cash flow).

• Mentor

  • Sep 2019 - Nov 2019

  "Woman to Woman" mentoring program

• Methodologies Director

  • Mar 2012 - Feb 2014

  • Led the "Strauss Business & Marketing Excellence Process": Fostered business & marketing excellence (infrastructures, processes & skills) of the GMs & marketing executives through development & implementation of new methodologies & best practices.• Cultivated a deep business & marketing understanding and acumen of the entire range of categories & business units (Dairy, Confectionery & Fresh Salads).• Directly reporting to Strauss Israel CEO.

• Marketing Communications Director

  • May 2010 - Feb 2012

  • Managed the Marketing Communications for the entire group in Israel with a team of 40 and a media budget of $ 30 M.• Had overall accountability for traditional & new media, media planning & buying, productions & CRM.• Built professionalism of the marketing community through development & implementation of new best practices.• Managed the optimization, efficiency and capitalized on economies of scale in areas of expertise while synchronizing the "integrative picture" of marketing communications activities in Israel.• Responsible for adapting media innovation & new tools to enhance the effectiveness of marketing communications.

• Marketing Director

  • Jan 2006 - Apr 2010

  $ 120M net revenue & 34% share of the Israeli Salty Snacks market • Led the company's overall marketing activities, with an annual budget exceeding $ 8M, while collaborating with parent companies: PepsiCo & Strauss.• Created the 3-year marketing strategic plan & annual operating plan and owned company's innovation process.• Participated in all company Board of Directors meetings. • Continuous outstanding business performance. $ 120M net revenue & 34% share of the Israeli Salty Snacks market • Led the company's overall marketing activities, with an annual budget exceeding $ 8M, while collaborating with parent companies: PepsiCo & Strauss.• Created the 3-year marketing strategic plan & annual operating plan and owned company's innovation process.• Participated in all company Board of Directors meetings. • Continuous outstanding business performance.



PepsiCo

• United States
• Food and Beverage Services
• 700 & Above Employee

• Regional Brand Manager

  • Sep 2003 - Dec 2005

  EU 7B net revenues & 40% share of the European Salty Snacks market • Co-created the 3-year Pan-European marketing strategic plan based on consumer insights.• Developed Pan- European brand deliverables (brand books, campaigns, package designs etc.).• Led transformational Pan-European innovations (Lay's Baked & Lay's Stax). • Coordinated PepsiCo's global execution in the local markets. EU 7B net revenues & 40% share of the European Salty Snacks market • Co-created the 3-year Pan-European marketing strategic plan based on consumer insights.• Developed Pan- European brand deliverables (brand books, campaigns, package designs etc.).• Led transformational Pan-European innovations (Lay's Baked & Lay's Stax). • Coordinated PepsiCo's global execution in the local markets.

• Category Manager

  • May 1998 - Aug 2003

  * Led & managed the execution of Tapuchips (Lay's), Doritos & Multibrand Promotions.* Collaborated closely with PepsiCo parent company* Led the expansion to a new category: Seeds & Nuts * Led & managed the execution of Tapuchips (Lay's), Doritos & Multibrand Promotions.* Collaborated closely with PepsiCo parent company* Led the expansion to a new category: Seeds & Nuts



IDF - Israel Defence Forces

• Soldier, Chief of Staff Headquarters (Ehud Barak)

  • Sep 1991 - Jul 1993

  Administrator, Supervisor & Project Manager, graduated with Honors Administrator, Supervisor & Project Manager, graduated with Honors