Jellyfish

I lead performance marketing strategies for global B2C brands, helping ecommerce businesses and mobile apps achieve scalable growth. My role combines data-driven decision-making, team leadership, and hands-on campaign optimization to deliver measurable results.

Key Responsibilities:

Team Leadership: Build and mentor high-performing teams that consistently exceed client goals.
Client Management: Partner with global brands to create and execute marketing strategies that drive ROI.
Performance Marketing: Develop and optimize cross-channel campaigns (Google Ads, Meta, TikTok, and more).

Analytics & Insights: Use advanced tools to measure attribution, analyze performance, and guide decision-making.

Creative Strategy: Test and refine ad creatives to maximize engagement and conversions.
Mobile App Growth: Boost app downloads and user acquisition through ASO and tailored campaigns.
What I Deliver:

Increased ROAS for ecommerce brands.
Scaled user acquisition for mobile apps.
Strong client relationships and trust.
I thrive on solving marketing challenges, driving measurable growth, and leading talented teams to success.

Account Director | Performance Marketing | Growth Marketing

Growth Marketing Pros

As the Admin of Growth Marketing Pros, Israel's premier community for marketing professionals focused on large-scale paid acquisition, I play a key role in facilitating a dynamic and engaging environment. My responsibilities include:

Content Management: Curating and managing insightful posts across our LinkedIn, Facebook, and WhatsApp groups to foster dialogue around the latest trends, innovations, and strategies in paid and growth marketing.
Data Insights: Regularly writing and sharing data-driven insights to help our community members stay ahead of industry developments and make informed decisions in their marketing efforts.
Event & Networking Management: Organizing and managing community events, networking sessions, and roundtable discussions that bring together top marketing professionals to share knowledge, exchange ideas, and collaborate on growth initiatives.
Community Engagement: Driving active participation and engagement within the community by creating meaningful interactions, responding to member inquiries, and encouraging the exchange of best practices.

Community Admin, Growth Marketing Pros

Boards

-Increased monthly spend by 45% across various verticals, resulting in a 25% growth in revenue in less than a year
-Experience with the following platforms - Google Ads, Youtube, Facebook, Taboola, Outbrain, Linkedin, Google analytics, DV360, Appsflyer, TikTok, Google data studio, Super-metrics.
-Implemented personalized paid marketing tactics resulting in 30% higher revenue, driving significant growth and market expansion for the business.

Head of user acquisition

K Logic Future Marketing

- Increased monthly spend by 45% across various verticals, resulting in a 25% growth in revenue in less than a year
- Experience with the following platforms - Google Ads, Youtube, Facebook, Taboola, Outbrain, Linkedin, Google analytics, DV360, Appsflyer, TikTok, Google data studio, Super-metrics
- Implemented personalized paid marketing tactics resulting in 30% higher revenue, driving significant growth and market expansion for the business.

User acquisition manager

Operad

Optimized multi-channel funnels like Facebook ads, Google ads, LinkedIn for clients with 150,000$ + campaigns budgets, resulting in 23% decrease in CPA and significant cost savings for the business.

PPC campign manager

Unit 8200 - Israeli Intelligence Corps

Radio and frequency Integration

Turning ideas into growth is what I do best. As an Account Director and Performance Marketing Manager at Jellyfish, I help ambitious eCommerce brands and mobile apps scale their digital presence with strategies that deliver results—and I have a lot of fun doing it.

With over 7 years of experience in growth marketing, I thrive at the intersection of creativity and data. My expertise spans performance marketing, advanced analytics, and the integration of AI into day-to-day marketing operations. Whether it's leveraging AI for smarter campaign optimization, streamlining creative workflows, or predicting user behaviors, I ensure my strategies are always a step ahead.

What Drives Me:

Innovation: I’m passionate about using cutting-edge tools (Not only ChatGPT) to transform the way brands approach marketing. From automating reporting to generating data-backed creative briefs, AI is at the core of my work.
Results: I focus on metrics that matter—scaling ROAS, boosting user acquisition, and driving measurable growth.
People: I love building high-performing teams, mentoring marketers to grow in their roles, and fostering collaboration.

What I Bring to the Table:

1- A proven track record of scaling brands with tailored paid media strategies across Google Ads, Meta, TikTok, and much more.
2- Expertise in performance marketing, mobile app growth, ASO, CRO, and advanced attribution modeling.
3- A deep understanding of how to blend data, creativity, and technology (especially AI) to deliver meaningful results.
4- Strong communication skills that build lasting trust with clients and partners.

Beyond my role at Jellyfish, I’m an active contributor to Israel’s marketing community, managing 'Growth Marketing Pros' and regularly speaking at industry events. Whether it’s helping startups find their next breakthrough, collaborating with top-tier tech brands, or staying on the cutting edge of AI in marketing, I’m all about driving impactful change.

🔍 Meta just launched a tool that exposes the biggest lie in advertising:
"We have creative diversity."

Spoiler: Most of us don't. 😬

I’ve been auditing accounts all week using Meta’s new Creative Fatigue & Similarity Score tool.

Here’s the uncomfortable pattern:
7 out of 10 accounts have the same problem:
20 "new" ads uploaded → 15 flagged as identical Entity IDs

And Meta just… won’t spend on them.
 Not because of budgets.
 Because the alg doesn't see them as different. 🚫

Where to find it: Ads Manager → Analyze & Report → Ads Reporting → Account Insights tab

(Don't see it? You're still on the waitlist 🔒)
This is Meta’s answer to the question everyone’s been asking since Andromeda:
 “Why did performance die even though I added creatives?”

What's Inside:
1️⃣ Creative Fatigue
Shows which ads are burned out:
- How much spend is hitting tired creatives
- What needs replacing now
- Breakdown by format (video / image)

☕ Happy cup = clean account 
⚠️ Warnings = time to refresh

2️⃣ Similarity Score  (The Brutal One)
Meta reveals when your "new" ads are just clones.

❌ Same hook, different color? Flagged 
❌ Same image, new headline? Flagged 
❌ Same actor, different room? Flagged 

This explains:
- Why only 2-3 of 20 ads get spend
- Why "more creatives" didn't help
- Why CPAs spiked when you scaled

3️⃣ Format Breakdown 
If 80–90% of budget sits on one format?
 You’re not giving the algorithm enough variation to learn.

4️⃣ Creative Themes 
Still too vague to be useful.
 Version 1.0 vibes.

What Meta's Telling Us 👀
Default metrics:
1- Reach (priority #1)
2- Frequency
3- CTR
4- CPC

Translation: 
Andromeda optimizes for reaching NEW people + managing fatigue.
 Not “more variations,” not “tweaks,” not “color changes.”


My Take: 
The tool isn’t perfect.
But it finally shows us what the algorithm sees.

And that alone makes it a must-use tool for every media buyer and creative strategist.

Fresh concepts > cosmetic variations.
 Format variety > more of the same.
 Creative diversity = performance.

P.S. The tool isn't perfect, but it's directionally correct. Meta's showing us where the algorithm is heading: Fresh creatives, true diversity, format variety. Align now or catch up later. ✨


#MetaAds #PaidSocial #GrowthMarketing #PerformanceMarketing
#DigitalAdvertising #AdCreative #MarketingStrategy #MetaAndromeda
 #MediaBuying #CreativeStrategy

Yehonatan Tav

Building the Engine Behind B2C & B2SMB Growth. Performance Marketing, Creative Strategy & Scalable Systems for High-Velocity Brands.

BIG CAREER UPDATE. After 3.5 years at Jellyfish, I have officially started my own Growth consulting practice. 💼🥳

I am stepping into a boutique role focused on B2C, B2SMB and ecommerce companies running large-scale user acquisition.

After 9 years in this industry, I reached a point where my vision and the skills I had built no longer fit inside a single role. 

I wanted to create something of my own, to take everything I know about user acquisition, creative strategy, analytics, growth strategies, funnels and operational growth, and finally apply it at the depth and speed it deserves.

There was a moment where I knew I needed to grow on a different path. 

I felt the fire to build again, to work at a faster pace, and to apply my full experience with the kind of focus and energy that real scale requires.
 
Honesty check: I had felt this shift coming for a long time, and the excitement of finally stepping into it told me I was exactly where I needed to go.

So, what am I actually doing?

I build the engine behind growth. Creative strategy, analytics, funnel structure and execution all move as one, and I work side by side with CEOs, CMOs and dev teams to make it happen fast and accurately.

Jellyfish was the masterclass that prepared me for this. It was intense. It was demanding. It raised my standard every single day. It was my pleasure!

To Alon Ben Ari and Ohad Markovich, thank you for the guidance, the trust, and the pressure that shaped me.

And to the entire Jellyfish team, thank you for the challenges, the growth and the privilege of working with such an amazing group of people 🧡 

A new chapter begins. 
Time to build. 🚀

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Your creative team produced 47 ads last month.
Meta's GEM sees them as 6.

This is why your CPAs doubled while your competitor's dropped 30%.⚠️

Everyone is talking about Andromeda.
But the update that will decide who wins Meta for the next two to three years is GEM👀

GEM = Generative Ads Recommendation Model.

Andromeda vs GEM: Stop Confusing Them
Andromeda
- Decides who to show ads to
- Killed narrow audiences and weak lookalikes
- Cares about freshness and penalizes repetitive creative
- Operates at the delivery and personalization layer

GEM
- Decides which ads deserve to show at all
- Replaced the ranking and recommendation engine behind the ad system
- Detects conceptual similarity across your entire library
- Processes signals about 4 times more efficiently than the old stack


Andromeda controls WHO sees your ads. It removed audience targeting, prioritizes fresh creative, and penalizes visual repetition.

GEM controls WHY your ad gets shown in the first place. It replaced the entire ranking system, detects conceptual similarity at the DNA level, and processes signals 4x more efficiently than the old stack.


How GEM Actually Works💡
GEM does not care that you launched “47 new ads.”
It looks at concept clusters.

It reads behavior over time:
3 months ago: researched standing desks
2 months ago: watched lower back pain videos
3 weeks ago: clicked, did not buy a posture device
Yesterday: compared pricing pages for ergonomic chairs

Then it asks:
 “Which advertiser has a creative concept that fits this journey right now?”

If your library is:
Same actor, different room
Same script, new subtitles
Same structure, new colors

GEM groups them as one idea with tiny variations.

You think you pushed 47 new ads.
GEM sees 6 concepts.

Your competitor pushed 30 ads. GEM sees 18.
The auction is not fair. It is tilted toward the account feeding better concepts. 💸

What To Actually Do About It
1. Design for concept diversity, not cosmetic change
One idea in 4–5 formats: UGC, VSL, static, carousel, testimonial. Different worlds, not different borders.

2. Build persona level creative, not “broad back pain”
Work injury, chronic condition, bad posture, athletes in rehab. Each gets its own story, visuals and hook.

3. Turn on incremental attribution 🔍
Let GEM learn which conversions truly moved revenue, not just fired pixels.

4. Match your structure to the machine
Rough rule:
60–70% budget in Advantage Plus for scale
30–40% in manual for controlled testing of new concepts

GEM is four times better at reading signals.
That means your “manual magic” is worth far less than it used to be.

Your real bottleneck is not bids, audiences or objectives.
It is how many truly different concepts you ship every month. 🚀

#MetaAds #PaidSocial #GrowthMarketing #PerformanceMarketing
#DigitalAdvertising #AdCreative #MarketingStrategy 
#MetaAndromeda #MediaBuying #CreativeStrategy

The most scalable DTC creative strategy I’ve ever seen isn’t built on hooks, creators, UGC, or trends.

It’s built on one question:
“What does Meta already believe about our customers that we haven’t leveraged yet?”

Most brands try to “find their voice.”

The brands that scale find Meta’s model, and teach it what to believe.

Here’s the 6-step system that helped one DTC brand go from $1M → $10M in 18 months.
(And no, it’s not review mining or AI templates.)

STEP 1: Pull Your High-Intent Signals 

The signals GEM actually cares about are:
✔ People who watched your entire product explainer
✔ People who saved your video but didn’t bu
✔ People who re-watched specific parts
✔ People who engaged with creator content about your category
 ✔ People who clicked but didn’t complete checkout
 ✔ People who stayed on your LP 30+ seconds

These are pre-purchase emotions. This tells you what Meta thinks your buyer looks like.

STEP 2: Build 5 Emotional Micro-Narratives From Those Signals

Not personas.
Not demographics.
Emotions.

The Skeptic → Repeated visits, rewatches, FAQ consumption
The Optimist → Long watches, saves, wishlist behavior
The Burned Buyer → Hesitation at price, clicks "compare"
The Researcher → Deep scroll, educational content engagement
The "I Hate Ads" Consumer → Ignores ads until problem intensifies
Five emotional clusters = five semantic directions for concepts.

These 5 emotional clusters give you 5 semantic directions for creative concepts.

STEP 3: Convert Each Emotion Into a Concept, Not a Hook

Hooks die fast. Concepts scale for months.

Here’s what a concept looks like:
The Skeptic: Format: Interview UGC Script: "I don't believe in products like this. But here's what happened."

The Burned Buyer: Format: Creator story Script: "I've been scammed by $200 serums. So here's what I tested..."

The Researcher: Format: Authority breakdown Script: "Here's the science behind why this actually works."

Each concept = different semantic vector. This avoids duplicates.

STEP 4: Create 3 Formats Per Concept (This Is Where Other Posts Fail)
GEM rewards format diversity, not volume.

For each concept:
🎥 Short UGC
📚 Story format
💡 Explainer / breakdown
📸 Static decisive visual
🔁 Carousel emotion → proof → CTA

(You only need 3 formats, not 20 variations.)

STEP 5: The Only Metrics That Matter Post-Andromeda
Forget ROAS as your creative metric.

Use these instead:
Hook Rate (>30%) → "Did you stop anyone?"
Hold Rate (>15%) → "Did they commit emotionally?"
LP Dwell (>30s) → "Does story match landing page?"
Frequency (<1.2 in 48h) → "If it spikes, concept is dead"
Spend rising without CPA spike → "GEM is expanding the pocket"


5. The Optimization Rules (Short + Brutal)

Pause if:
Hook < 25%
Hold < 10%
LP dwell < 20s
Frequency > 1.3
CPM jumps 25-30%

Scale if:
Hook > 30%
Hold > 15%
Frequency stays flat
CPM compresses naturally

#DTC #MetaAds #CreativeStrategy #PerformanceMarketing #GEM #Andromeda #UGC #PaidMedia

🚨 I hit my breaking point with PMax videos… and Google must’ve sensed it.

Last week I found myself doing the usual YouTube upload ritual:

Upload → Unlisted → Set title → Copy link → Paste → Pray.

All just to test ONE video in PMax.
It’s the kind of workflow that ages you.

And then Google quietly drops an update that basically says:

“We see you suffering. Fine… upload directly.”
❌No channel.
❌No permissions.
❌No unlisted links.

Just drag → drop → done.
I thought I was saved.

Huge relief, right?
Well… kind of.

Because this new update solves one problem, and creates a new one called the House Channel.

1️⃣ The “House Channel” Is Convenient… and Also Kind of a Trap

You can now upload video files directly inside PMax under “Edit Assets,” and Google stores them in a Google-managed House Channel, not your YouTube brand channel.

Convenient? Yes.
Dangerous if you're scaling? Also yes.

Here’s what you lose inside the House Channel:
❌ No YouTube Analytics
❌ No remarketing audience building
❌ No editing (title/description)
❌ No custom thumbnails
❌ No takedown appeals
❌ No long-term data continuity


It’s perfect for speed-testing, especially if:
 • You don’t have YouTube access
 • You’re testing draft ideas
 • You want to validate concepts quickly

But for scaling?
No data = no strategy.

Google even confirms this in their updated documentation (link in first comment).

2️⃣ The Pathmatics Integration: The Part No One Expected

Here’s where it gets interesting.

Google now shows a “Social (Beta)” tab inside asset selection, filled with your actual Meta ad videos, automatically sourced through Pathmatics (by Sensor Tower).

Yes, Google is silently pulling your Facebook/Instagram creative and offering it for PMax and Demand Gen.


👉 How does Google get the assets?
Pathmatics tracks publicly running ads across platforms (Meta, TikTok, YouTube, etc.).

If your video has been served on Meta, Pathmatics has it.
And now Google pipes those into PMax as ready-to-use assets.

❌No uploads.
❌No downloading.
❌No file management.

Q: Does Google scrape ALL Meta ads?
A: Only ads publicly running in Meta’s Ad Library. Private/limited-targeting ads won’t appear.

Q: Do Pathmatics videos keep my original captions, hooks, or CTAs?
A: Yesת they appear as-is, but titles/descriptions are not editable inside PMax.

Q: Does using House Channel hurt performance?
A: No, but it starves you of critical analytics and remarketing signals that matter once you scale.

Q: Can I remove Pathmatics videos if I don’t want Google to use them?
A: Yes, you simply don’t add them to your asset groups.

Google made PMax faster.
But speed without data is a trap.

Use House Channel for testing.
Use YouTube Channel for scaling.
Use Pathmatics imports to move faster than your competitors.

Should Google let us merge House Channel videos into our real channel?
👇 Let me know.

#GoogleAds #PMax #PerformanceMax #DigitalMarketing #AdTech #GrowthHacking #MediaBuying #PPC #GooglePathmatics

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