Selected work
From plan to outcome.
A selection of projects and areas of work, each in the same structure: challenge, strategy, execution and outcome.
About the figures
Client names and sensitive business data have been left out on purpose. Metrics such as ROAS, CPL and CPA appear only where they are verified and publishable. I am happy to go into more detail in conversation, subject to confidentiality.
01
Sky Garden · International marketing
International marketing for a property management group
Challenge
A group with audiences in several markets that needed a consistent, managed and measurable marketing operation.
Strategy
Set goals and KPIs, chose a channel mix for each market and built a work plan around digital assets and paid media.
Execution
Managed websites, SEO and social, ran paid campaigns and worked continuously with vendors on digital projects.
Outcome
One marketing operation with defined goals, ongoing measurement and structured reporting to management.
02
Paid media · Five platforms
Paid media with budgets of several hundred thousand shekels a month
Challenge
A significant budget split across five platforms, each with its own logic, audiences and metrics.
Strategy
Gave each channel a role along the funnel, set success metrics per channel and clear rules for moving budget.
Execution
Set up and ran campaigns on Google Ads, Meta, TikTok, Taboola and Outbrain, with continuous data-led optimisation.
Outcome
Sustained control over a large budget, with allocation decisions based on actual performance.
03
Genesis · Digital agency
Campaign management in an agency environment
Challenge
Several accounts at once, each with different goals, budgets and timelines.
Strategy
Matched the media approach to each account’s business goal rather than to a fixed template.
Execution
Planned, launched and optimised campaigns, with ongoing performance tracking.
Outcome
Broad hands-on platform experience and the ability to run several accounts in parallel without losing precision.
04
Technology × Marketing
Connecting systems, automation and marketing
Challenge
Marketing depends on systems: websites, forms, measurement and enterprise tools. When they are poorly connected, the data cannot be trusted.
Strategy
Treat the digital infrastructure as part of marketing: what is measured, where, and how information moves between systems.
Execution
Used the technology background to work directly with vendors and developers, define requirements and implement automation.
Outcome
Less dependence on technical intermediaries, and data that decisions can rely on.
Want to hear the numbers?
In conversation I can go deeper into data, process and lessons from each project.