HIGHLIGHTS

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• 17+ years of experience creating and strategizing content and building creative teams. 

• A rare combination of a results-driven approach with a creative streak. 

• Clients that run the gamut from seed-stage startups to mature corporations. 

• Passion for helping people and organizations get the message just right. 

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My experience runs well beyond the realms of content, and I have a holistic understanding of all things web: marketing, product and business. My approach is structured, thought-out and down-to-earth, with just enough spice and a lot of soul.

I live and work in Tel Aviv. A born-and-bred Israeli, I've also lived in Michigan, Detroit, and later in New York City. I graduated with a law degree from Tel Aviv University and studied English Literature and Creative Writing at Tel Aviv University and New York's Columbia University. 

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IN DETAIL

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I've always dabbled in writing for pleasure. Still, my first professional foray into content was as Editor of Time Out Israel, an English monthly for tourists and ex-pats that covers the best of the country's culture, food, arts and travel. While there, I ran the editorial production of a long-form travel guide published under the Time Out franchise, titled Tel Aviv, Jerusalem and the Best of the Rest, sold in bookstores countrywide (now out of print). 

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I traded print for the web when I became founding Editor in Chief of Goodnet, a not-for-profit content website that covers good-doing initiatives for the socially and environmentally inclined. The website reached 1M uniques a month within a year of launch. 

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As Chief Digital Officer at the Ted Arison Family Foundation, a nonprofit that runs several social causes in Israel and abroad, I managed a team of creatives responsible for the nonprofit's online presence. From website design and development to content and digital marketing, I managed the digital production of Good Deeds Day, Ruach Tova and other initiatives. 

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At Natural Intelligence, a media and data powerhouse, I managed one of the busiest content departments in the country's buzzing tech scene. I built an exceptional team of professionals who have created content for thousands of web pages - from product specs and marketing copy and to long-form guides and internal communications. I initiated and successfully ran a massive content and copy optimization effort: thousands of A/B tests annually have yielded millions of dollars in revenues - and better user experience.

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As an independent professional, I’ve counseled ad agencies, retail firms and tech companies in the consumer, fintech and business services space on everything content. I've helped companies form their narrative and organically bring it into their digital assets, and supported others to improve their business metrics with powerful copy and messaging.

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