Experience

Startle Labs

• Technology, Information and Internet
• 1 - 100 Employee

• Founder & Principal

  • Sep 2015 - Present

  Startle Labs serves as your company's outsourced product management and brand strategy teams. I offer startups and high-tech companies a wide range of creative services - writing, design, and product consulting (specs, strategy, UX/UI guidance), as well as one-off products like mockups, one-pagers and standalone sites. I specialize in brand naming and crafting tag lines, christening some one hundred fledgling companies every year. My most demanded projects are in presentation strategy and design, which is often the first gig I'll take on for a client. I help clients strategize and refine their company narrative, convert it to a visual brand language (if needed), and distill it into a concise, coherent, and compelling deck - with full copywriting and design services. Recent clients include Google, Fiverr, Sodastream, Clalit Health Fund, and dozens of local high-tech startups and international corporations. * Currently accepting new clients by referral only * www.startlelabs.com Show less



52Frames.com

• Technology, Information and Internet

• CEO and Co-Founder

  • May 2014 - Dec 2015

  As CEO and co-founder of 52Frames.com, I get to wear many hats. From overseeing site development, to pursuing strategic partnerships, from developing marketing plans to designing user experience - I come to work excited to take on new challenges and flex all my creative muscles. My vision is guided by the simple principle of providing maximum value to our users, in a way that encourages them to bring their friends and family to share in the experience. Not only has this strategy proved effective (with a 12.5% organic, word-of-mouth monthly growth rate), it has sustained my passion for the community we have built and kept us focused on their success as aspiring photographers. Show less



AbesMarket.com (sold to DirectEats)

• United States
• Technology, Information and Internet

• Vice President of Product Development

  • Nov 2009 - Jun 2014

  As VP Product of AbesMarket.com, I oversaw the company's primary asset – the website. As such, I was responsible for optimizing the user experience on the site and driving integration of all the components, features, and interactions that make up that experience. I guided all divisions of the company: technology, merchandise, marketing, design, images or content departments, bringing them all together in the most meaningful and compelling way for the consumer. As the central hub at the center of the company’s departments, I worked to articulate and execute their own site-related initiatives, as well as “translate” the needs each department has of the others. I was tasked to constantly seek out ideas, features and functionality to optimize the experience, and to constantly review and revise existing initiatives. As a founding member of the senior management, I helped shape the ongoing strategy and vision of the organization, the prioritization of its goals, and the roadmap to its success. As the second employee at AbesMarket.com, I was privileged to help transform a small, scrappy startup into one of the most beloved eCommerce sites on the web with an NPS score consistently reaching the high 70s and above. Responsibilities Included: - Guide the business and strategy goals of the company to align with organizational capacity and vision - Create the vision for the optimum user experience and partner with all team functions to ensure its execution - Oversee the UI of the site and work with the Design team to execute - Guide the priority, vision, and execution of all tech projects - Oversee the "tone" of the site and brand and work with the Content team to execute - Work with Marketing and Merchandising to help articulate their goals and turn them into deliverables - Own and track data to ensure delivery of objectives (NPS, AOV, conversion, time on site, etc.) - Understand e-commerce trends to maintain Abe’s edge in the natural space Show less



PresenTense

• Israel
• Non-profit Organizations
• 1 - 100 Employee

• Director of Communications

  • Sep 2008 - Oct 2009

  As one of the earliest employees of PresenTense, a non-profit organization devoted to helping social entrepreneurs succeed, I was privileged to take part of the shaping of one of the most engaging and celebrated organizations in the field today. My role as Director of Communications allowed me to shape the voice - and the vision - of the organization, working with a network of volunteers, advisors, members, and the founders to ideate, strategize, and execute. As a young non-profit, I was left to maximize resources, taking on projects regardless of job description. Responsibilities included: - Conceived of and directed the construction of the community's web portal, designed to engage active members and recruit new ones in a plethora of various activities around the world. Managed a team of 4 (including design and development), spread across New York, Philadelphia, and Jerusalem. - Responsible for designing and implementing strategies for community engagement of the international organization and its constituencies. Led a team of 5 full-time interns and recruited and managed additional community volunteers. - Leveraged both traditional and new media tools to promote organizational mission, and built dynamic platforms for its members to do the same. - Consulted with social entrepreneurs on marketing, publicity and design of their startups. Led courses on business strategy, storytelling, presentation design, and communicating ideas effectively. Show less



Web Design Insight

• Technology, Information and Internet

• Marketing and Branding Consultant

  • May 2006 - Aug 2008

  While moving from New York to Israel, I was fortunate to work with a boutique web development firm, offering clients guidance on marketing and branding, as well as design and strategy. - Consulted on usability and user interface issues for construction of clients’ websites, in addition to branding and design. - Advised non-profit and corporate entities on achieving targeted traffic and sustained attention through search engine, social media, and paid advertising campaigns. Constructed and supervised ongoing AdWords campaigns. - Provided writing and editing services, helping clients find their voice and communicate their visions. - Advised user interface and design strategies, including brand design, company naming, and domain acquisition. Show less



BellaDonna

• Germany
• 1 - 100 Employee

• Script Reader

  • Oct 2006 - Aug 2007

  Read dozens of scripts submitted to production agency, making detailed recommendations for the scripts' rejection or consideration. Read dozens of scripts submitted to production agency, making detailed recommendations for the scripts' rejection or consideration.



Perry Davis Associates

• United States
• Fundraising
• 1 - 100 Employee

• Consultant

  • Jan 2003 - Aug 2007

  * Planned and built an innovative service offering prospect research for non-profit organizations, which has yielded approximately 1300 inquiries in its first year of operation. * Oversaw marketing campaign that brought in over $100,000 in revenue to the business through use of Google AdWords, blogging, and additional online strategies. * Developed grant proposals, event speeches and marketing collateral for clients. * Planned and built an innovative service offering prospect research for non-profit organizations, which has yielded approximately 1300 inquiries in its first year of operation. * Oversaw marketing campaign that brought in over $100,000 in revenue to the business through use of Google AdWords, blogging, and additional online strategies. * Developed grant proposals, event speeches and marketing collateral for clients.



HDNet Films

• Movies, Videos, and Sound
• 1 - 100 Employee

• Intern & Script Reader

  • Sep 2006 - Apr 2007

  * Crafted 25-day production schedule for feature and organized accounting records for 6 projects. * Crafted delivery wrap-binders and generated a streamlined system for future efficiency. * Office management and support, and submitted weekly script coverage. * Crafted 25-day production schedule for feature and organized accounting records for 6 projects. * Crafted delivery wrap-binders and generated a streamlined system for future efficiency. * Office management and support, and submitted weekly script coverage.