Hetz Ventures

At Hetz, we operate with the same ethos and energy that we seek in our portfolio’s founders. Hetz Ventures is a global-facing VC investing in highly talented and ambitious Israeli founders who operate at the cutting edge of deep technology. 

My roles at Hetz support the fund as well as our portfolio and executive network, all working to grow Hetz' brand as a top tier early-stage VC in Israel. With our founders, I consult on early stage messaging, content and brand strategy and support. I also collaborate with our network of executives, fostering a productive and rewarding atmosphere for members of the Hetz Executive Network.

VP Platform

OurCrowd

I am a hands-on marketing leader at OurCrowd, focused on global marketing strategy and execution,  developing and promoting our brand, growing our ecosystem, and deepening investor engagement on our venture investing platform. This includes creating and executing on messaging strategy around the global OurCrowd brand, as well as the individual portfolio startups and venture funds in which we invest. Sectors of focus range among healthcare, AI, cybersecurity, impact, mobility, enterprise and more.  As well, I run promotion, communications and content production for the annual OurCrowd Global Investor Summit (23,000 registered in 2020), including three days of VIP events and programming designed for the startup ecosystem.   

Areas of focus include:
•	Brand strategy: Develop brand across multiple global audiences, incl. investors, portfolio companies, strategic partners, and the broader startup ecosystem. 
•	Content marketing: Oversee production of high quality visual and written content for brand promotion, industry leadership, lead nurture, product marketing and more.
•	Product & platform development: Partner with product team on road mapping, feature development, customer experience, and building data-driven systems. 
•	Product marketing: Produce campaigns for investment opportunities (4-6 launch per month). 
•	Lead acquisition: Develop lead generation strategy and onboarding.
•	Management: Represent marketing directly under the CEO; managing the marketing team

VP of Marketing & Investor Community 

OurCrowd was born in 2013 from the idea that the business of building startups would only become bigger and better if the global 'crowd' could gain access to VC-level investment opportunities. Today, OurCrowd is a leading startup investing platform. Headquartered in Jerusalem with offices spanning 11 cities on four continents, OurCrowd gives access to individuals to invest in pre-vetted startups alongside VCs and institutional co-investors, while also investing its own capital. At OurCrowd I run the marketing team (which has varied between 7-10 members), based in Jerusalem, overseeing:

• Brand and messaging: Evolving and managing OurCrowd's brand across multiple global audiences, incl. investors, portfolio companies, entrepreneurs, strategic partners, and wider startup ecosystem. 
• Content production: Producing high quality visual and written content to distribute amongst diverse audiences for brand promotion, industry leadership, lead nurture, product marketing and more. 
• Product & platform development: Partnering with product team on road mapping the platform, developing features to improve the online investing experience, and building data-driven systems. 
• Product marketing: Working on establishing and crafting investment products and sales funnels for startups offered on the platform for investment (a 'product cycle' of 4-6 launched per month). 
• Lead acquisition: Developing lead generation and acquisition strategy, along with onboarding. 
• Management: Representing marketing directly under the CEO and within senior management; managing the marketing team.

Director of Marketing & Investor Community

RapidFire Consulting, Ltd.

As a team we worked together for years prior to RapidFire... The band got back together to strategize and execute early startups' and SMBs' brand creation and messaging. 

•	Served as a brand marketing consultant and content producer for retainer clients, including early stage startups and SMB based in Israel and North America
•	Crafted branding and messaging content: marcom material, PR, blog posts, social media, video scripts and website copy.
•	Developed websites, managed CMS and wrote blogs; managing ongoing, live updates and maintenance.
•	Managed video production, including brainstorming, scripts and animation feedback.

Content Marketing Manager

Answers.com

At Answers.com, I worked on growing our global brand and community and developing features and products that helped our Q&A community succeed. 

•	Managed marketing campaigns, events, social media; helped build membership and engagement within the global ~6M member user community.
•	Mapped, designed and partnered with product team to develop community and platform features, as well as marketing and social media tools and features.
•	Organized press efforts and wrote press releases, alongside third-party PR companies.

Marketing, Branding, Community Building 

Israel Programs Center

• Promoted winter and summer student programs on campus
• Created and designed newsletters for the program center initiative 
• Programs Center representative in the New York office of the Jewish Agency

Programs Center Representative

Israel Action Committee

The IAC at Binghamton University was a subdivision of the Hillel campus movement starting in 2002. Roles included leading weekly meetings, organizing, promoting and running events and fund raising. The organization included 10-15 active members who assisted in leadership roles.

Head of IAC

Staten Island Advance

• Worked for the daily mid-sized newspaper widely distributed on Staten Island, New York City.
• Reported every day from on the field, inside/outside the newsroom, on and off Staten Island.
• Experienced round-the-clock shifts, including feature writing, research, and copy editing.

Reporter

Jerusalem Post

• International daily newspaper and web site based in Jerusalem, Israel
• Reported everyday from inside/outside the newsroom
• Assignments ranged from web site management to different print sections

Reporter/Copy Editor

There's always a story to tell. My favorite aspect of my career is developing the brand story, crafting the strategy for getting it out there, and rolling up my sleeves to make it happen - with content, website and product experience, events, interactive media, and more.   

It started with my training in journalism in New York City and Jerusalem. Since shifting to high tech in 2005, my skills and experience have focused across different aspects of marketing strategy, branding, content, storytelling, video creation, writing, along with product development, lead acquisition, customer experience and community growth. 

Aside from my 'day job', I'm working to encourage broader discussion and action around building #openspaces - open, safe, harassment-free workplaces. I also really enjoy mentoring starting-out founders when I can. And something else I've discovered about myself recently - I really enjoy brainstorming about career building, especially in high tech. A lot of my writing on these topics happens here: https://eliesheva.medium.com/

Plus, I studied and still hold a strong interest in the field of mediation and dialogue.

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Liz Cohen

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