Israel
Creative marketing executive with 15+ years scaling high-performance creative
operations for mobile gaming and tech companies. Proven track record managing
teams of 90+ specialists, directing $10M+ budgets, and driving measurable
revenue growth through data-driven creative strategies and performance
marketing. Expertise in leading global creative hubs, IP collaborations, and
AI-powered workflow optimization.
Director of Global Creative Marketing, Plarium, Herzliyya
Feb 2024 — Present
Managing a global department of 90+ creative marketing experts, driving
high-impact campaigns across Plarium’s game portfolio (RAID: Shadow Legends,
Mech Arena, Merge Gardens, and GTM stage products). Responsible for IP
integrations, AAA cinematics, and performance-oriented creatives, ensuring
significant revenue growth across all titles.
• Drove multi-channel campaigns across 15+ GEOs, delivering measurable
ROAS improvements and 40% increase in creative testing volume.
• Architected and scaled global creative marketing structure, unifying 3+
teams into a centralized creative hub serving 4 major game titles..
• Led IP collaboration strategy including TMNT and Alice in Wonderland
integrations, generating top-quartile campaign performance and expanding
player acquisition reach.
• Oversaw production of 12+ CGI trailers and thousands BAU creative
concepts annually, maintaining continuous UA testing pipeline optimization.
• Implemented data-driven creative analysis frameworks, enabling creative
managers and designers to integrate performance metrics into concepting.
• Established external vendor and agency partnerships, optimizing
outsourcing budgets ($8M+) while increasing in-house creative output by
70%.
• Championed AI adoption across creative workflows (copy, design, and
video), cutting turnaround times and accelerating concept testing.
Director of Creative Marketing, Lumen, Tel Aviv
May 2023 — Feb 2024
Led multi-disciplinary creative team of 6 specialists, owning end-to-end creative
strategy for digital storefronts, paid acquisition, and brand campaigns in the
health-tech space.
• Reduced CAC by 30% across paid media channels through systematic
creative testing framework and data-driven asset optimization.
• Built and mentored team of 6 creative specialists (designers, creative
producers, video editors), establishing creative standards and workflows.
• Produced video campaign series generating $3M+ in direct revenue within
30 days of launch.
• Reshaped the company's brand guidelines and partnered with prominent
health and lifestyle influencers to create resonating content, effectively
leveraging their extensive reach.
Director of Creative Productions, Lightricks, Jerusalem
Aug 2019 — May 2023
Built and scaled in-house creative production hub serving Marketing, Product,
Social Media, and Employer Branding teams across Lightricks’ portfolio of
consumer creative apps (Facetune, Videoleap, Photoleap).
• Reduced CPA by 20% through multi-product creative strategy by integrating
UGC and creator platform workflows into asset development.
• Recruited and developed high-performing team of 15+ creative specialists
including designers, video editors, and creative strategists focused on paid
acquisition and brand campaigns.
• Led marketing creative campaigns that resulted in a 25% ERR growth,
partnering with 50+ creators representing 200M+ combined followers across
TikTok and Instagram.
• Managed production budgets totaling $2M+ yearly.
Senior Marketing Digital Producer, MyHeritage, Or Yehuda
Feb 2017 — Jun 2019
Led production of 20+ international marketing campaigns spanning TV
commercials and digital performance video, partnering with executive
stakeholders across online and offline channels.
• Built international production freelance network of 50+ specialists across
US and EU, reducing production costs 30% while scaling output.
• Managed $1M+ annual production budget across all creative asset
development stages.
Head of Video Post-Production Department, Israel Social TV / Channel
98, Tel Aviv
Jan 2011 — Jul 2016
Directed video production team for daily news and documentary content. Scaled
team 50% while directing and editing 10+ documentary series.
Freelance Director | Filmmaker
Jan 2011 — Jun 2016
Creative Director, IzRus, News Portal, Tel Aviv
Feb 2008 — Jan 2011
PR Account Manager, Arad Communications, Tel Aviv
Aug 2006 — Nov 2008
Education
B.A., Political Science and Media, Bar-Ilan University
Video Editing and Visual Effects, Open University
Awards
- 2025
- Silver Award, Clio