CMO, DIGITAL MARKETING & USER BEHAVIOR EXPERT
IN SHORT, ABOUT ME:
I'M A CMO, DIGITAL MARKETING & USER BEHAVIOR EXPERT. I HAVE EXTENSIVE EXPERIENCE WITH MARKETING STRATEGY DIRECTING: CREATING MEDIA STRATEGY TO REACH MARKETING GOALS. EXPERIENCED IN DIGITAL MARKETING (SEO | SEM) & LEADING MULTI-CHANNEL CAMPAIGNS. I HAVE PHD IN COMMUNICATION & MEDIA STUDIES FROM TEL-AVIV UNI, WITH SPECIALIZATION IN USERS' BEHAVIOR IN SOCIAL MEDIA, EXPERTISE IN MONITORING & MEASURING ONLINE USERS' BEHAVIOR & PRODUCING AN IN-DEPTH ANALYSIS & INSIGHTS ON DIGITAL PATTERNS BEHAVIOR.ALSO, I'M LECTURING IN LEADING ACADEMIC INSTITUTIONS IN THE FIELD OF MARKETING, DIGITAL MEDIA & STRATEGY.
IN MORE DETAILS:
2022 - NOW
CMO | Ethosia
Leading professional recruitment agency in Israel, for the hi-tech, financial, manufacturing and biotechnology sectors.
2011 – Now
Lecturer @ various academic institutions
Courses I teach: Digital Marketing, Online Strategy, Social Marketing, Writing, and more. The institutions where I taught/teach today: Tel Aviv University, Bar Ilan University, Reichman University (IDC) and more.
Guest lecturer at global & Israeli conferences in the fields of marketing/media.
2020 - 2022
Director of Marketing & Digital Strategy
The Center for Citizens Empowerment (CECI);
an organization for improving Israeli government & promoting the performance and effectiveness of the public sector
2019 – 2022
Marketing strategy management
The Promotion of Fair Trade in Israel. (Pro Bono)
Reviewer for THCI journal (Transactions on Human-Computer Interaction)
An international journal publishing articles focusing on Human-Computer Interaction.
2015 – 2020
Director of Human-Computer Interaction lab & research staff
@ Tel Aviv University
Deep analysis of users social media patterns behavior, consumption & sharing practices. Using advanced technological tools such as Eye Tracking & Face Recognition.
2019 – 2020
Society for the Protection of Nature
Ongoing marketing consulting to the river rehabilitation project @ SPNI. Consultant in the processes of creating digital media strategy & producing of marketing materials.
2014 – 2017
The National Program for Active & Healthy Living (Initiated by the Ministry of Health, Ministry of Education & the Ministry of Culture & Sports).
Establishing a production studio for marketing materials and managing a staff of 10-15 workers
Training a suitable team and ongoing management of a studio to produce marketing materials, including collaborations with external production companies.
Leading projects at all stages: pre-production (market research, writing & creative), directing, production, post-production (online, offline & animation).
Ongoing work with a wide range of government agencies.
Formulating and implementing of a comprehensive strategy for campaigns based on models from the worlds of social psychology and marketing.
Creating dozens of films that were promoted in digital channels and managing all the project content that formed the basis for social marketing.
2015 – 2016
Directing, producing & creative management
Directing and producing PR & research films
Producing marketing materials for PR purposes for various academic bodies at Tel Aviv University: sociology & anthropology, public policy, communication departments.
Projects managing (staff and budget) and films artistic management (writing, production, directing, editing).
Creating films to make research content accessible.
The work was done in collaboration with the heads of the departments / researchers.
2013 – 2015
Director of Social Marketing Studio
Tel Aviv University, reducing digital gaps among Minorities. A project for making health information accessible for underprivileged groups).
Managing social marketing studio: researching, writing, directing & producing video materials that formed the basis for social marketing.
Creating materials for an audio-visual interface adapted for users with low reading and technology skills, for information on cultural/gender sensitive topics (in the Amharic language).
The work was done in collaboration with Ethiopian community organizations, the Ministries of Education, Health and Sports and the Department of Communication.
Video news editor
2020: International Society of Political Psychology (ISPP): How We Talk About Politics? "Split Political Identity: Between Offline Political Deliberation and Online Political Self-Censorship".
2019: Servant of two masters: How social media editors balance between mass media logic and social media logic (Authors: Keren Tsuriel, Shira Dvir Gvirsman, Limor Ziv, Hagar Afriat-Aviv, Lidor Ivan).
2017: “I never thought I could get health information from the Internet!”: Unexpected uses of an Internet website designed to enable Ethiopian immigrants with low/no literacy skills to browse health information (Authors: Nurit Guttman, Eimi Lev, Elad Segev, Seffefe Ayecheh, Limor Ziv, Fekado Gadamo, Nivi Dayan, Gal Yavetz).
2014: Poster presentation during the 142nd APHA Annual Meeting
“You don't have to know how to read to get health information from the Internet!” Reducing the digital divide through a tailored multimedia Internet interface to provide Ethiopian immigrants with low-literacy skills with information on health issues they chose. At the conference: American Public Health Association Annual Meeting (New Orleans). Date of Presentation: November 16, 2014. (Researchers: Eimi Lev, Nurit Guttman, Seffefe Aycheh, Elad Segev, Anat Gesser-Edelsburg, Limor Ziv, Fekado Gadamo, Nivi Dayan, Gal Javetz).
2014: Poster presentation during the 142nd APHA Annual Meeting
“Sure you can have a fun and healthy birthday party!”: Designing a social marketing campaign to address the “normative underestimation” of parents regarding healthier birthday parties for preschool kids. (New Orleans). Date of Presentation: November 18, 2014. (Researchers: Gitit Bar-On, Eimi Lev, Nurit Guttman, Naama Appel, Rony Dgani, Limor Ziv).
2014 - 2021: Ph.D., Department of Communication.
Specialization in users’ behavior on social media.
Expertise in monitoring & measuring online users’ behavior and producing an in-depth Analysis & insights on digital behavior.
Lecturer on PhD findings in an international conference (ISPP) dealing with the psychology of user’s behavior.
The research methodology and its findings have been praised by leading researchers in the field.
2009 - 2013: M.A.,Department of Communication. Magna Cum Laude.
2004 - 2007: B.F.A., Department of Film and Television. Directing, writing, and editing a film screened at international festivals.
*All three degrees were studied at Tel Aviv University.