I build content and brand strategy that connects people to ideas, from concept to measurable results. Copy, design, and campaigns - all in one pair of hands.
I build content and brand strategy that connects people to ideas.
Over the past two years I've worked with brands and organizations of very different scales, from a B2B startup to a community of thousands of women, and the same question kept driving me everywhere: how do you make content actually reach people, not just look good.
Whether it was one post that spoke directly to a senior manager's pain point or a content strategy that brought thousands of new followers with zero paid budget, I care about the "why" behind every choice, and I execute it myself, from copy and design to the full campaign.
Today I'm looking to do exactly that under one brand: leading its creative voice and vision, not just executing it.
Real accounts, real numbers, and one brand strategy rebuilt from the ground up.
Drive organic traffic to the founders' personal LinkedIn pages for BeUp, a B2B AI automation platform for factories and staffing companies, build recognition among senior HR and operations managers, and generate 1–2 organic inbound inquiries.
Identified a pain point that spoke directly to senior managers and wrote a long-form text post paired with an event photo that connected the founders to a real moment. The approach leaned into authenticity rather than polished brand messaging on LinkedIn, showing the real people behind a B2B brand build more trust than product-first content.
20 comments and 5 organic direct inquiries exceeding the pre-set goal.
Manage WE's social media presence to bring new women into its training programs, recruit volunteers, and strengthen its existing community in Israel.
Managed the page for 6 months: producing photo shoots, creating Reels and carousels, editing videos, and building partnerships with micro-influencers. The core strategy followed a "binge" principle: anyone discovering the page for the first time should understand within seconds why they're there, through the content, bio, and highlights. Content centered on mood-driven Reels and value-first carousels rather than direct selling.
3,000 new followers, 20 program sign-ups, and 2 new volunteers recruited entirely organically, with zero paid budget.
Lead-gen campaigns built, written, and optimized in-platform creative and targeting rewritten against cost per lead until it came down.
SPACE is an established fitness brand with strong brand awareness and multiple locations. However, when analyzing its social media presence, I identified an opportunity to shift the strategy from content focused primarily on promotions, trends and short-term reach toward a stronger, more recognizable brand presence.
The key question behind this case study was:
How can SPACE Tel Aviv create content that is entertaining and engaging, while also building a distinctive identity and ultimately supporting membership growth?
Viral content can generate significant reach, but reach alone does not necessarily create brand value.
When trend-based content is not connected to a clear brand identity, people may remember the joke, trend or video without remembering the brand behind it.
Instead of asking only "How can we get more views?" I would also ask "What should someone think and feel about SPACE after watching this?"
The goal is not to stop creating entertaining or potentially viral content. It is to make sure that entertainment reinforces the brand rather than existing separately from it.
A large fitness chain still operates in different local environments. Someone choosing a gym in Tel Aviv is not simply choosing between fitness brands - they are choosing a place that needs to fit into their routine, lifestyle and social environment. For that reason, I would treat SPACE Tel Aviv as a local brand within the larger SPACE ecosystem.
Young adults aged approximately 23–35 who live or work in Tel Aviv and see fitness as part of their lifestyle. Not necessarily professional athletes, but people who care about convenience, atmosphere, community and the overall experience around their workout.
SPACE Tel Aviv becomes more than a place containing workout equipment - it becomes part of the Tel Aviv lifestyle, a place where people train, improve themselves and feel that they belong to a community.
When almost every post communicates a promotion, membership offer or direct sales message, users quickly learn to perceive the entire account as advertising. Social media should give people a reason to follow the brand even when they are not currently looking for a gym.
Sales content still has a role, but it should exist within a broader content ecosystem.
Recurring content pillars I would build the SPACE Tel Aviv strategy around:
The real people behind the gym - members, trainers, staff, routines and small moments that make the location feel alive, turning an anonymous facility into a recognizable community.
Trends, humor and relatable gym situations, adapted to SPACE's personality rather than simply replicated. The question becomes: "How would SPACE Tel Aviv participate in this trend?"
Training advice, beginner mistakes, gym etiquette and practical content that reduces the intimidation people sometimes feel around fitness.
Connecting fitness with the lifestyle surrounding the Tel Aviv audience - showing how training fits naturally into people's everyday routines.
Real members as the strongest storytellers - UGC, experiences and progress stories that provide social proof without feeling like traditional advertising.
A strong social media presence should be recognizable even before someone sees the logo. SPACE Tel Aviv therefore needs a consistent personality:
The long-term goal is for the answer to become yes.
The purpose of the strategy is not engagement for engagement's sake - social media should gradually move potential customers through a journey.
Entertaining, relatable and useful content introduces SPACE to new audiences.
Consistent content gives them a reason to follow and interact with the brand.
Community, trainers, members and recurring formats create familiarity and trust.
SPACE Tel Aviv begins to feel like a community and lifestyle they can imagine themselves joining.
Clear calls to action invite interested followers to experience the gym.
The social media relationship supports the final conversion from follower to member.
The opportunity for SPACE Tel Aviv is not simply to create more content. It is to make every piece of content contribute to a clear identity.
The goal is to build a social presence that people don't only watch.
They want to be part of it.
Whether it's a B2B founder or a community of thousands, the content that works is the content that shows something real - a pain point, a moment, a genuine "why." I build strategy around that truth first, then design and copy around it.
The fastest way to lose an audience is to sell too early. I build content that gives something real first - an insight, a feeling, a reason to care so that when there's an ask, it feels earned, not forced.
I don't just write the brief. I write the copy, design the asset, and build the campaign myself, which means the strategy never gets lost in translation.
I'm looking to lead the creative voice and vision of a single brand or tech company in-house, not agency-side. If that's the seat you're filling, I'd like to talk.