Full-stack DEV

mobile (IOS,ANDROID) & web developer

& creative direction

My core skills are writing and storytelling. That's how I found myself in advertising. I started as a junior copywriter when I was twenty and spent about 4 years in two different agencies that specialized in youth and teenagers (sounds evil doesn’t it? It was, a bit 👹). And also why I studied literature at Tel Aviv University. For three semesters. Grandma wasn't pleased. But neither was I with the university. After her initial heartbreak she told me that "the heart wants what the heart wants". I had no idea what it was at the time. But I knew it wasn't the academia nor advertising.


I got into startups 'by accident' through a freelance job about 4 years ago. (it was after my 4 years in ad agencies and I was freelancing to finance my studies). It was supposed to be a one-time copywriting gig for a messaging startup, but I ended-up working with them regularly, directing their content, branding and messaging. That's when I learned about the ins and outs of a startup for the first time. I’ve been engaged with startups in one way or another ever since. Both as a freelancer and employee. I started my first full-time position at a startup shortly after dropping-out. It was a video ad-tech startup, in which I served both as creative director and product manager.

In addition I also:

• Worked as a marketing and content director for two hotels, where I had the chance to expand my marketing scope and strengthen my skills even more
• Opened a small hub for entrepreneurs and early-stage startups.
• Organized a series of meetups about Israeli innovation.
• Made an attempt to found a startup of my own, which ultimately failed marvelously. The idea was to create a “visual radio” of bite-size evergreen content, designed for short attention span usage.

My most recent position was CMO at an awesome startup called hoop.