About

I grew up dreaming to be the world's most famous guitar player.

I grew up in a little sleepy suburban town in Israel, dreaming to be the world's most famous guitar player. Life had other plans — and they turned out to be pretty interesting ones.

Before landing in brand strategy, I worked as a TV journalist, spent time as a PhD candidate in communications, and wrote a Hebrew travel guide about Tokyo. Each chapter taught me something different about how stories shape the way people see the world.

I've led strategy for agencies like AKQA and Huge in Tokyo. I was fortunate to work for the world's most culturally significant brands, crafting the stories that shape their values, personality and style.

I consider myself a generalist — comfortable spanning research, campaign strategy, communications planning, branding, and experience design. I'm a leader and manager at heart with a passion for both business and human growth.

I believe that stories are the most powerful force in the universe, and I enjoy telling them through music, visuals and words.