Building global marketing at scale.
I lead global marketing communications for ICL's agriculture business across 30+ international markets.
The challenge: marketing systems, content and communications that are globally consistent yet locally relevant — from content strategy and social to digital campaigns and thought leadership.
From fragmented content to a recognizable global social identity.
Led a new approach to ICL's social presence — a more structured, recognizable visual and content language.
The channels moved from product and field imagery toward a richer brand ecosystem: products, people, expertise, innovation, campaigns and events.
One global identity. Built to work locally.
Building systems, not just content.
Created scalable content formats and frameworks that keep global brand consistency while giving local markets room to communicate effectively.
Coordination across global teams, local markets, agronomy experts, creative partners and digital stakeholders.
Turning internal expertise into external influence.
A LinkedIn Thought Leadership program helping employees and experts share knowledge, strengthen their presence, and expand the organization's voice beyond corporate channels.
Making technical innovation understandable.
Much of my work translates complex agricultural technologies and scientific concepts into clear narratives for international B2B audiences.
From product launches and innovation stories to campaigns and executive presentations — the objective stays the same:
Make the complex clear — without making it simplistic.
Strategy that translates into performance.
Global content, digital campaigns and website optimization drove measurable growth across the digital ecosystem.
