As Head of Product at Tidhar, Israel's leading real estate group, I am at the forefront of shaping the future of living spaces. My role involves steering the product strategy and work plan towards creating distinctive and desirable habitat products that resonate with our customers' dreams and expectations. With a keen eye on global trends and local market dynamics, I am dedicated to delivering residential solutions that are not just homes, but landmarks of quality living.

Established & managed 25 reportees, defined an awareness & acquisition strategy to enroll >4,000 students annually via performance media & lead generation, while increasing media ROI by 40% and implementing >10 key E2E matrix processes.▪ Senior management member - reporting on growth & investment KPIs to CEO, President & board. ▪ Defined and rolled out a brand ID & messaging revamp roadmap, including detailed planning of awareness, consideration & conversion layers, a penetration plan to new audiences, full customer journey planning, influencers & content strategy and PR management.

Defined & managed int’l eCommerce & brand strategy of 5 brands, with emphasis on performance impact, product & conversion maximization, retention rate & customer value increase; strong focus on U.S market penetration, and definition of a B2B expansion.▪ Senior leadership member - reporting to CEO & founder, managed 20 local & remote reportees, closely collaborated with product development & sales teams to integrate brand values across 360° touchpoints and execute marketing plans and optimizations.▪ Led a full GTM operation including brand ID, TOV & purpose definition & implementation, e-commerce product & UI/UX specification, performance channels tactics, social media, global PR & influencers content, email marketing and loyalty program integration.

Led & executed a strategic digital transformation plan including: a B2B & B2C eCommerce channel & product specification, development & rollout, leveraged to consist 40% of total market sales; managed all digital sales & communication channels to increase brand awareness and acquire new customers +25% annually; data-driven performance channels, including automation tools, to generate 90% of revenue; and enhance brand advocacy through a loyalty plan presenting a 20% ROI annual increase.▪ Senior management member - reporting to CEO. Member of the global HQ long-term brand strategy team; directed 5 marketing leads. Initiated, planned & led >10 global pilots & omnichannel best practices in customer personalization and 3rd party global partnership.▪ Initiated and managed the local eCommerce channel, from team recruitment, through overseeing product specification, development & rollout cycle, complete marketing envelope, KPI & processes setup and hands-on management of the channel as a business unit.▪ Responsible for all B2B & B2C channels marketing activities, from awareness to conversion across all touchpoints in ~150 marketing campaigns and activities via all Media channels, dedicated & locally developed digital products, organic social & search, PR. ▪ Reported key business KPIs: acquisition, penetration, consumption, loyalty and retention vs. brand awareness & perception researches.

• Senior management member (1/10), partner in all strategic planning & decision making• POC for global HQ leadership teams - Marketing, eCommerce, Digital, Social• Founded the eCommerce channel to generate approx. 40% of sales, the digital communication platform generating 90% of all activities and allocated 65% of media budget, and ~5 annual brand communication activities in Israel.• Generated digital transformation within the company, including strategic processes adaptation, marketing digitalization & customer-facing process re-design• Directly managed 5 prof. managers + indirectly ~50 interfaces

Established & managed a strategic eCommerce & digital business unit to 5 brands in Israel’s largest B2C + B2B FMCG group, including food, non-food & ‘You’ loyalty program, consisting consumption data on >1.5M entries.▪ Reported directly to C level group executives on key KPI’s: sales, conversion %, ROI & acquisition from traditional to online channels. ▪ Responsible for the rollout of a new eCommerce channel, leveraged to consist 15% of sales within 2 years. ▪ Founded & led a professional, cross-function digital marketing team including KPI setup, process workflow and measurement tools.▪ Collaborated with group marketing teams to create holistic journeys across across all touchpoints from retail to digital.

Managed the brand’s global marketing portfolio and shift from 100% retail to 100% online.▪ Directly responsible to a consistent annual 10-13% sales growth during 7 consecutive years.▪ Responsible to all brand communications, marketing campaigns, PR & media acquisition.

Assistant lecturer in the Architecture faculty in the following courses:- Basic Design (stages I+II)- Architectural Studios (1st Year students)- Guidance of an academic architectural tour to Rome