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Work Background
VelotixDirector of Product Marketing
May. 2024Driving Velotix’s global GTM transformation across Product, Marketing, Sales, and Customer Success. Launched the Velotix One platform and redefined our brand strategy to align towards a more focused ICP, resulting in a unified, high-performing commercial motion. • Launched new product - Velotix One: Led GTM strategy for new product launch including positioning, messaging, and full rollout across web, PR, social, video, and content marketing. • Installed product positioning across functions: Operationalized positioning and messaging through SDR scripts, website, ebooks, explainer videos, customer training, and UX strategy. • Built sales enablement from the ground up: Created and scaled a centralized sales resource hub—decks, one-pagers, training sessions, ABM materials—and supported high-value deal strategy. • Defined ICPs and raised qualification standards: Developed a focused ICP framework to guide sales and marketing targeting; implemented more rigorous pipeline qualification processes. • Strengthened analyst and customer Credibility: Launched analyst relations initiatives and worked with Customer Success to land customer testimonials and case studies. • Aligned cross-functional GTM Execution: Unified Product, Marketing, Sales, and CS around a cohesive GTM strategy grounded in positioning, roadmap priorities, and regional motion alignment.
Shield.Senior Product Marketing Manager
Jun. 2022 - May. 2024IsraelGlobal B2B Enterprise Financial Compliance Tech - Communications capture, storage, AI risk analysis • Founded product marketing for 5 SaaS products on a communications compliance data platform • Built GTM strategy and content across complex enterprise sales cycles, doubling YoY ARR. • Produced full-funnel CMS catalog supporting long, complex sales, marketing, and ABM plays. • Created thought leadership in white papers, webinars, market reports, maturity guides, and blog articles. • Led AR task force, establishing a new market category and setting Shield as its market leader.
Lodestone, a Tech Mahindra companyDirector of GTM
Sep. 2020 - May. 2021Conducted extensive market research, developed outbound sales team and new sales process, and launched a re-brand and new website.
TestRail by GurockProduct Marketing Lead
Jul. 2020 - Jun. 2022United StatesLed PLG GTM functions doubling annual revenue from $60m to $120m • Performed extensive market research and analysis to establish key positioning strategies. • Introduced GTM positioning & messaging guides to map strategy to execution. • Produced full-funnel collateral for sales, CS, and marketing including decks, battlecards, and training, case studies, webinars, and blog posts
MagenVolunteer CMO
Jan. 2020
PrivatiseDirector of Product Marketing
Mar. 2019 - Aug. 2020United KingdomLed go-to-market research, strategy, and implementation for an innovative VPN solution serving the IT channel.
• Performed competitive analysis and interviewed 200+ prospects, determining positioning, feature development prioritization, and pricing structure.
• Collaborated with the marketing team to develop the messaging and marketing plan, culminating in 2500+ leads via digital marketing, influencers, 5 major partnerships, and 6 events. Headed sales enablement and training leading to 50+ closed deals in the first 7 months.
• Guided teams to ensure alignment across departments, representing the voice of the customer and coordinating efforts from market research to development, marketing, sales, tech support, and customer success.
Jewish Community WatchDirector of Product & Business Development
Mar. 2017 - Mar. 2019Miami, Florida, United States, Israel, remoteDeveloped concept of product and services for youth-serving organizations to protect children from abuse.
• Interviewed prospective youth-serving organizations and their constituents as well as other organizations and subject matter experts operating in the child-protection space.
• Created and designed business plans and pitch decks for various potential product and service offerings.
• Supported customer requirement alignment with development and design teams.
PrivatiseProduct Marketing Manager
Jan. 2017 - Jul. 2020United Kingdom
Nefesh Hatalmid High SchoolDirector of Education
Aug. 2014 - Aug. 2016Israel
Project MercavaDirector of Content Development
Jun. 2014 - Jan. 2017IsraelManaged content and supported go-to-market efforts for an innovative Judaic learning platform
• Managed a team of 12 educational content creators, producing ~2000 pages of educational texts.
• Was an integral contributor to go-to-market decision making and activities.
Project MercavaEducational Content Manager
Jun. 2012 - Jun. 2014
Nefesh Hatalmid High SchoolAt-risk & Special-Ed Teen Educator
Jan. 2010 - Aug. 2014Israel
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