The Israeli tech sector has long been celebrated for its innovative spirit and resilience, but marketing in this unique ecosystem comes with its own set of challenges. Global Chief Marketing Officers (CMOs) in Israel face the dual task of navigating cultural nuances while operating from a small but highly ambitious country. In a recent IsraelTech interview, Shiri Grossbard and Sophie Melnik, founders of the GCMO Forum, shared their perspectives on marketing globally from Israel and how the profession is evolving.
The Challenges of Global Marketing in Israel
“Global marketers here sit in Israel and market to the rest of the world,” explained Shiri. “Sharing knowledge is so important. It’s not just about building campaigns; it’s about understanding the cultural, logistical, and professional challenges that come with working in a global environment from a small country.”
One ongoing challenge Israeli marketers face is the perception that marketing operations should be moved abroad as a company begins to scale. “It used to break our hearts when VCs would push for marketing teams to relocate to the U.S.,” Shiri noted. “Why is marketing treated differently from R&D? We believe we’re doing excellent work here in Israel.”
This mindset is shifting, thanks in part to technological advances and lessons learned during the pandemic. As Shiri pointed out, “COVID taught us all a valuable lesson: marketing doesn’t have to be tied to geography. We proved that you can market globally just as effectively from Israel.”
Lessons in Resilience
The challenges aren’t only logistical. Marketing during times of conflict, such as the recent war with Hamas, adds another layer of complexity. “Israel is a small country, and many people in marketing teams have been called up for reserve duty,” Shiri shared. “You’re left with fewer people, smaller budgets, and the same goals. It forces us to get creative and resourceful.”
Balancing personal and professional responsibilities during such times has been particularly challenging. “You’re in a meeting, and suddenly there’s a siren,” she explained. “You rush to a shelter, make sure your kids and pets are safe, and then try to return to work as if everything is normal. The emotional toll is enormous.”
Despite these hardships, many Israeli marketers have thrived, finding innovative ways to meet their goals. “Creativity is what defines us,” Sophie said. “Even those on the performance side of marketing bring a creative edge to their work, especially when resources are tight.”
Marketing’s Evolution in Israeli Tech
Israeli marketers have also had to advocate for their profession within their companies. For years, many founders, particularly those with tech backgrounds, have undervalued marketing’s strategic role.
“Tech founders often think they can handle marketing because they know their product,” Shiri observed. “But marketing is more than that. It’s about understanding your audience, building a strategy, and creating emotional connections.”
This mindset is gradually evolving. “Today, you can’t just have a great product,” she continued. “You also need a solid go-to-market plan and a clear understanding of your audience. VCs are starting to recognize the importance of marketing as part of a company’s overall strategy.”
The Role of Community in Professional Growth
One of the key takeaways from the conversation was the importance of community in navigating these challenges. For Sophie and Shiri, creating a space where marketers could connect, share experiences, and learn from each other was a critical step in addressing the unique obstacles faced by global CMOs in Israel.
“We didn’t set out to build a community,” Sophie said. “It started with a few conversations among friends and grew from there. What makes it work is the sense of trust and support. It’s not just about professional growth—it’s about having people who understand your struggles.”
Shiri added, “One of the things that keeps our community strong is its diversity. We have people from different industries—B2B, B2C, consumer goods—and they bring unique perspectives. We don’t always agree, but that’s what makes the discussions so valuable.”
Finding Balance in a Complex World
The founders also emphasized the need for balance in a fast-paced industry. While hybrid and remote work models have become more common, they believe in the value of in-person collaboration.
“Magic happens around the coffee machine,” Sophie remarked. “Some of my best marketing campaigns came from casual conversations with someone from a different department. You can’t replicate that online.”
At the same time, the flexibility of remote work has opened up new opportunities, particularly for working parents. “We’ve been able to attract and retain amazing talent by offering flexibility,” said Yoel Israel, host of the podcast. “It’s a game-changer for many young moms who need more control over their schedules.”
Adapting to the Future
As Israel’s tech ecosystem continues to evolve, so too does its approach to marketing. The lessons learned from crises—whether a pandemic, war, or economic challenges—have only strengthened the industry.
“Only under stress and through challenges do organizations and people grow,” Yoel concluded. “Israeli marketers are finding ways to do more with less, adapt creatively, and emerge stronger. This resilience is what sets them apart.”
For marketers in Israel, the journey is far from easy, but as Sophie and Shiri demonstrate, it’s one filled with opportunity, creativity, and growth. Whether working in a multinational corporation or a local startup, Israeli marketers are proving that innovation doesn’t just belong in the lab—it thrives in the marketing department, too.
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