Career Journey

I started my career in CRM and media buying, where I learned the foundations of customer engagement and campaign management. From there, I grew into performance marketing — mastering Google Ads, Meta Ads, and paid social while driving measurable ROI for clients.
In 2017, I founded ARMOUR Digital Marketing Agency, where I partnered with more than 30 brands across industries like retail, finance, SaaS, and design. ARMOUR became known for its ability to blend strategy, data, and creativity, and was even ranked as a top SEO firm in Israel on Clutch organic results.
Most recently, I served as Senior Marketing Automation Manager at Fiverr, where I designed global CRM campaigns, built advanced customer journeys, and leveraged AI-driven segmentation to scale engagement across millions of users.

Philosophy & Approach

I believe in the power of combining data-driven decision-making with creativity and AI. My approach is simple: understand the business, identify opportunities, test rigorously, and scale what works. I thrive on simplifying complexity — whether in leading teams, optimizing campaigns, or redesigning digital experiences.

Vision / Future Focus

Looking ahead, my focus is on team leadership and growth strategy. I want to continue helping organizations scale by building strong, collaborative teams and designing digital marketing systems that drive both immediate performance and long-term success.

"Melih’s leadership and strategy transformed our brand and delivered outstanding results."

- Edouard Cukierman | Cukierman & Co. Investment House

Selected Works & References

A showcase of projects, results, and words from those I’ve worked with — proof of impact in action.

2017 - Present

Founder | ARMOUR Digital Marketing Agency

ARMOUR is a boutique digital marketing agency I founded to help brands grow smarter in today’s fast-changing landscape. We specialize in PPC, SEO, and marketing automation, blending data-driven strategy with creative execution. Over the years, ARMOUR has partnered with e-commerce brands, B2B companies, and global organizations to deliver measurable results — from reducing acquisition costs to doubling organic traffic. What sets us apart is our ability to stay agile, leveraging AI tools and innovative approaches to keep clients ahead of the curve.

Marketing Campaigns | Schneider Electric

In 2021, I led the redesign and marketing overhaul of Schneider Electric Israel's EV campaign landing page. This included introducing dynamic sections, streamlining the user experience, and supporting the launch of new product initiatives. Since then, I’ve continued collaborating with Schneider Electric on multiple projects to strengthen their digital presence and marketing impact.

References

Igal Manoah - Marketing Manager igal.manoah@se.com

Web Design & Development | Cukierman & Co

In 2023, I managed the full redesign of the Cukierman & Co. and Catalyst Fund websites. Working closely with their teams, I ensured both projects were delivered on time and went beyond the original scope by adding additional pages that enhanced their digital presence. Following these successful launches, I’ve maintained an ongoing collaboration with both organizations, supporting their strategic objectives and digital growth.

References

Edouard Cukierman - Chairman edouard@cukierman.co.il

Aron Pacifici - Marketing Manager aron.p@cukierman.co.il

Cukierman & Co. Investment House Website

Catalyst Fund Website 

About Cukierman & Co.

Founded in 1993, Cukierman & Co. Investment House Ltd. is the leading Israeli investment house, providing a full array of services including M&A, Private Placements, Public Offerings, Family Office and Consulting Services to Israeli, European and Asian clients.

About Catalyst Fund

Catalyst is a leading Israeli multi-fund firm with years of experience in investment and value creation in companies at all stages of development. Founded in 1999, the firm has had the same partners actively involved since its inception, sharing a unified vision and mission, underscoring a unique commitment and stability. Catalyst typically invests in disruptive technology companies with an Israel nexus focused on long-term growth and international expansion. Beyond financial growth, Catalyst is committed to driving positive change through investments that prioritise social responsibility and sustainable business practices.

Some of the main partners: Edi Cukierman, Yair Shamir

Web Redesign & Maintenance | GoforIsrael Conference

I partnered with the GoforIsrael Conference, a global event connecting investors and innovative companies, to redesign their online platform. My focus was on creating a modern, user-friendly interface that highlighted event details, speakers, and networking opportunities. Beyond the redesign, I provided ongoing website maintenance, ensuring security, performance, and functionality to match the prestige and reputation of the conference.

References

Aron Pacifici - Marketing Manager aron.p@cukierman.co.il

GoforIsrael Conference Website

Fractional CMO | Haypak

Haypak, founded in 2013, specializes in disposable products such as towels, bed linens, underwear, and wet wipes. I began working with them in 2015, starting with a website redesign and Google Ads campaigns. Over time, I expanded their marketing channels to include Facebook, Instagram, SEO, and email marketing, while also implementing ZOHO CRM to streamline operations and improve sales team efficiency.
By 2018, I helped Haypak enter international markets with multi-language websites and tailored strategies. Between 2017 and 2023, these efforts contributed to an average annual revenue growth of 32%. On a personal note, the company is led by my father, Hayati Bahar, making this success especially meaningful.

References

Hayati Bahar - CEO hayati.bahar@haypak.com

Haypak Website

Fractional CMO | UDIZINE

In 2020, I began working with UDIZINE to strengthen their SEO and PPC performance. From the start, my focus was on refining their digital strategy and elevating their online presence. Through continuous optimization and testing, I was able to increase their Return on Investment (ROI) by 150%. This collaboration reflects my ability to deliver measurable growth while maintaining a long-term focus on scaling performance and improving efficiency.

References

Robert Javaheri - CEO robert@abc97.com

www.udizine.com

Fractional CMO | Contorture

Since 2019, I’ve partnered with the Contorture brand and contortionist Jonathan Nosan to elevate their digital marketing. My work spanned PPC, social media advertising, SEO, and email marketing, supported by a fully optimized Shopify e-commerce site. By running targeted campaigns across Facebook, Instagram, TikTok, and Google, I achieved an average yearly ROAS of 371%. In addition, I provided SEO consultation and contributed to overall business development, helping the brand scale its reach and impact.

References

Jonathan Nosan - CEO mail@jonathannosan.com

https://contorture.org/

SEO & PPC | jewels for joy

For Jewels for Joy, a bespoke jewelry brand, I developed a tailored SEO strategy to improve visibility and drive organic growth. Optimizing for high-intent keywords like “925 ayar gümüş kolye” and “ametist taşlı kolye”, I increased their search rankings and connected them with their ideal audience. Complementing SEO with data-driven PPC campaigns across Google and social media, I boosted visibility, conversions, and strengthened their digital brand identity in a competitive market.

References

Betina Hobes - CEO betina@jewelsforjoy.com

www.jewelsforjoy.com

SEO & PPC | Liv's Baked Goodies

Working with Liv’s Baked Goodies, a London-based bakery specializing in artisanal treats, I designed an integrated SEO and PPC strategy to increase online reach and attract new customers. By optimizing their website with keywords such as “Almond Frangipane Tart” and “Gluten-Free Hazelnut Dacquoise Cake”, we improved local search rankings and drew steady organic traffic. Alongside SEO, I launched PPC campaigns highlighting their seasonal offerings and signature baked goods, helping the bakery gain visibility and strengthen its reputation in the London market.

References

Olivia Benbanaste - Chef olivia@livsbakedgoodies.com

www.livsbakedgoodies.com

Web Design & Development | HOYA

In 2018, HOYA entrusted us with the pivotal task of developing their branding and creating an e-commerce website. Since then, they have successfully emerged as the premier home plant business in Israel, catering to both individual consumers and businesses. To gain comprehensive insights into HOYA's background, mission, and values, we invite you to explore their ABOUT US page by following the provided link.

While their website is exclusively in Hebrew, tailored for the Israeli market, you can glean an understanding of their brand essence and offerings through the website's design.

References

Shir Cohen - CEO contact@ho-ya.co.il

https://www.ho-ya.co.il/

2025 - 2026

Senior User Acqusition Manager  | Powtoon

At Powtoon, I worked as a Senior User Acquisition & Lead Generation Full-Stack Manager, focusing on paid acquisition, lead generation, review platforms, and marketing analytics.

My role combined strategy and execution. I analyzed channel performance, identified opportunities to reduce inefficient spending, developed growth experiments, and built initiatives that strengthened Powtoon’s visibility, credibility, and customer acquisition efforts.

Impact

• Generated more customer reviews in approximately two months than Powtoon had received during the previous several years combined.
• Developed Powtoon’s review platform strategy across G2, SourceForge, and Capterra.
• Analyzed tens of thousands of monthly search clicks to identify budget optimization opportunities.
• Demonstrated that reducing branded Google Ads could increase organic brand traffic while lowering paid media dependency.

Customer Review Growth Program | Powtoon x G2, Capterra

I helped build and scale Powtoon’s customer review acquisition program across G2, SourceForge, and Capterra, driving a 300%+ increase in review volume and generating hundreds of new reviews across multiple product categories.

The initiative generated more reviews in approximately 2 months than the company had received during the previous 3–4 years combined, expanding Powtoon’s presence across several key software categories.

I also evaluated platform costs, contract options, review syndication, advertising opportunities, and expected business impact, helping optimize budget allocation and improve ROI across 3 major review platforms.

References

Nina Waldfogel - Product Marketing Manager

Google Ads Incrementality Analysis | Branded Campaigns

Powtoon was spending between $12,000 and $19,000 per month on branded Google Ads.

I analyzed whether these campaigns were generating incremental traffic or paying for users who would have visited organically.

After branded campaigns were paused, unpaid brand clicks increased from approximately 3,500 to 5,000, while click-through rate increased from approximately 50% to 70%.

The analysis identified an opportunity to reduce unnecessary advertising spend without sacrificing overall brand traffic.

Marketing Measurement & Executive Insights | Unified Reporting

Throughout my time at Powtoon, I worked to make marketing analysis more actionable for senior stakeholders.

I translated complex channel data into clear questions and recommendations, including:

• Which campaigns were generating genuinely incremental traffic?
• Where was Powtoon paying for demand that already existed?
• Which platforms influenced product discovery and purchase decisions?
• How should success be measured before expanding an investment?
• Which activities strengthened both short-term acquisition and long-term brand equity?

This approach helped move reporting beyond isolated campaign metrics and toward decisions involving budget allocation, efficiency, growth potential, and business impact.

2024 - 2025

Senior Automation Marketing Manager  | Fiverr

At Fiverr, I worked as a Senior Marketing Automation Manager, leading CRM initiatives that reached 75+ millions of users worldwide. My role focused on building and optimizing customer journeys across email, push, and in-app channels, using segmentation, personalization, and AI-driven workflows to maximize engagement and retention. Collaborating closely with product, data, and design teams, I planned and executed campaigns that aligned with growth goals, driving measurable impact on user activation and lifetime value. This experience deepened my expertise in cross-channel automation and reinforced my passion for combining strategy, technology, and creativity at scale.

Base44 Hackathon  Campaign | Fiverr Sponsored AI Hackhaton

Collaborated with the AI Vertical Manager, VP Growth, Legal Team, and CMO to launch Fiverr’s first AI Hackathon campaign. Promoted the initiative among top developers across Fiverr’s company and freelancer community, driving hundreds of registrations and strengthening Fiverr’s positioning in the AI innovation space.

References

Anat Alagem - AI Vertical Manager anat.alagem@fiverr.com

Retention Campaign | Fiverr Seller Plus

I led a multi-channel retention campaign designed to boost engagement and adoption of the Fiverr Seller Plus program. The campaign targeted three distinct groups:

• Potential Seller Plus users – nudging them to subscribe.
• Seller Plus Standard users – increasing use of advanced features.
• Seller Plus Premium users – maximizing feature adoption and retention.

The campaign combined emails, in-app messages, and web notifications to deliver personalized communication across the customer journey. I collaborated with designers, content specialists, and product marketing managers to ensure consistent messaging and a seamless user experience. This project demonstrated my ability to manage cross-functional teams and deliver measurable results in subscription growth and feature usage.

References

Noam Talmon - Product Marketing Manager noam.talmon@fiverr.com

Bolero de Ravel Campaign | Fiverr x Universal Production Music

As part of a collaboration between Fiverr and Universal Production Music, I contributed to the Bolero de Ravel competition, an initiative connecting musicians with global audiences. My responsibility was to create a dedicated landing page, featuring a sample track and inline video that highlighted the competition’s creative scope.

I worked closely with a brand designer, the France country manager, and product marketing managers to deliver a page that aligned with both Fiverr’s brand identity and the competition’s artistic vision. This project emphasized my ability to translate strategic partnerships into engaging digital experiences that resonate with diverse audiences.

References

Axelle Lenoury - Country Manager France  | Go-To-Market Strategy

User Journey | Fiverr BYS

Fiverr’s Build Your Store (BYS) platform enables users to automatically create Shopify stores. I developed tailored user journeys for post-subscription onboarding as well as abandoned subscriptions, ensuring users received clear guidance and encouragement at critical touchpoints.

This project involved close collaboration with product marketing managers, the product manager, and design and content teams to craft journeys that balanced usability with persuasive communication. The work not only improved adoption rates but also enhanced the overall user experience, showcasing my skills in journey mapping, cross-team collaboration, and growth marketing strategy.

References

Assaf Naor - Product Manager assaf.naor@fiverr.com 

Post subscription user journey ↓

2015 - 2017

CRM Manager | William Hill

At William Hill, I worked as a CRM Manager, overseeing communications for multiple online gaming brands across email, SMS, mobile apps, and onsite message centers. I designed and deployed personalized campaigns, building custom HTML templates and layouts that improved engagement and retention. My role required close collaboration with product and marketing teams to ensure each campaign aligned with brand objectives and customer behavior. This experience sharpened my technical skills in CRM platforms and campaign execution, while giving me a strong foundation in segmentation, testing, and delivering consistent customer experiences at scale.

Eng vs Pan Scratch Card Campaign | WH

For the World Cup game, I created an email campaign featuring an interactive scratch card link. The gamified format boosted engagement and click-through rates, showcasing William Hill’s creative approach to customer interaction.

References

Tom Matsliah - Comms Team Lead

Cheltenham Race Campaign | WH

I developed a targeted email campaign for the Cheltenham races, highlighting promotions and betting opportunities. The campaign drove strong engagement and customer activity during one of the UK’s premier racing events.

References

Itay Havshush - CRM Campaign Management Team Leader

My Expertise

From performance marketing to automation and team leadership, here’s how I help brands grow smarter.

Team Leadership

I thrive on building and mentoring teams. As a leader, I balance clear structure with creative freedom, ensuring every team member grows while delivering measurable results. At Fiverr, I worked cross-functionally with product, design, and data teams to execute campaigns at scale.

Growth Strategy & Demand Generation

I design growth strategies that balance long-term brand building with immediate demand generation. By combining market research, competitor analysis, and customer insights, I identify new opportunities and craft campaigns that attract, engage, and convert. My approach ensures that every initiative — from top-of-funnel awareness to bottom-of-funnel activation — drives measurable business impact.

AI & Marketing Tech

I integrate AI and marketing technology into every stage of the customer journey. From AI-driven analytics and predictive modeling to GenAI content creation and personalized experiences, I use cutting-edge tools to improve efficiency and scalability. By leveraging these technologies, I help brands stay ahead of the curve while delivering tailored, high-performing campaigns at scale.

Analytics & Performance Optimization

I rely on data to uncover opportunities and fine-tune campaigns for maximum impact. Using tools like GA4, Tag Manager, and Mixpanel, I track user behavior, measure ROI, and run predictive models to anticipate trends. My process combines rigorous analysis with continuous optimization, ensuring that every marketing initiative is aligned with business goals and consistently improving over time.

Performance Marketing (PPC & Paid Media)

I specialize in managing multi-channel campaigns across Google Ads, Meta Ads, TikTok, and display networks. My approach focuses on constant testing, data analysis, and budget optimization to maximize ROI. By aligning campaigns with business goals, I ensure ad spend translates into real growth.

SEO, GEO & Content Strategy

SEO is not just about keywords — it’s about building long-term visibility and trust. I combine technical SEO, on-page optimization, and AI-driven content strategies to drive organic growth. I’ve helped multiple e-commerce brands double their traffic within a year while improving conversion rates.

CRM & Marketing Automation

I design personalized customer journeys that boost engagement and retention. From segmentation to trigger-based workflows, I leverage platforms like Braze, Klaviyo, Zoho, and Mailchimp to deliver timely, relevant communications. My automations have consistently lifted LTV and reduced churn.

Website Redesign & UX Optimization

I create websites and landing pages that are both beautiful and conversion-driven. Using Shopify, WordPress, and Figma, I focus on user experience, speed, and clarity. My redesign projects consistently improve engagement, reduce bounce rates, and increase conversions.

Let's Connect

Open to new opportunities and collaborations — let’s build something meaningful together.

If you’re looking for a team player who blends strategy, creativity, and AI-driven innovation, I’d love to connect. Let’s explore how I can bring value to your team and help you achieve your goals.

Israel: +972 544 311 343

US: +1 646 580 4997

Schedule a 30 minutes introduction call now >>

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