About
I make marketing click.
15 years in B2B. From HR and headhunting to HubSpot and AI. Same superpower: connecting what others don't see.
Why I do this
The gap between strategy and execution is where the biggest opportunity sits.
Here's the thing about being a marketer for 15 years: you see the same patterns over and over. A founder who built something brilliant and can't get anyone to care. A CMO managing a MarTech stack that produces dashboards nobody trusts.
I started in talent acquisition, moved into agency life and built a campaign that won an Effie Award, then ran global marketing operations at a B2B enterprise across 40+ countries. The whole time, I kept noticing: genius strategies dying because the systems couldn't keep up.
So I built a practice that lives exactly in that gap. Part strategist, part operator, part MarTech architect, part AI integrator. Marketing that ships. Systems that compound. Teams that feel unstuck.
The journey
From connecting people to connecting systems.
I started in talent acquisition in tech — 7 years of matching people with the right opportunities. That's where I learned to read organizations from the inside. I still volunteer as a mentor at Beit Hachinuch, because helping people find their path never stopped being the thing that drives me.
Then came agency life, where I built the agency's first influencer division. The campaign I led for a global personal-care brand won an Effie Award. After that, in-house in various B2Bs — building marketing teams, specifically digital marketing, with product marketing, customer success, and marketing operations / MarTech from zero. Hiring the staff, connecting the content to the CRM to revenue, making systems talk to each other.
Now I bring all of it together. Fractional CMO and MarTech architect for B2B companies that want their marketing to actually ship results. At home, it's me, my partner, two kids, a very opinionated dog, and a growing collection of plants I'm unreasonably proud of. Long story short — I survived.
What I love
What I won't do
Tools I configure and connect daily
Certifications & credentials
The receipts.
What I help with
On stage
Where brands meet AI.
I speak, mentor, and train teams on the intersection of marketing, AI, and MarTech. From boardrooms to stages — helping organizations understand what's changing and how to stay ahead.
Recommendations
What clients say.
One conversation with Shani moved me ten steps forward. She helped me reframe how I think about my own value, and gave me a way to actually show it inside the organization.
I came to Shani after months of conversations with consultants who just couldn't translate what I actually needed. In one session she got it -- the real challenge, the constraints, what would actually make a real difference.
Shani was brought in to help us with a campaign -- and ended up advising the whole marketing function. Platforms, tools, the works. A real pro, and a genuinely great person to work with.
I honestly feel personally and professionally accompanied, with real investment and real value being added. This isn't transactional. It's a partnership.
What's next
Let's figure out if there's a fit.
Whether it's a full engagement or a quick conversation -- I'd rather understand your challenge before proposing anything. No pitch deck. No pressure. Just a real conversation about what's working and what isn't.
Newsletter
Real tactics from real projects.
MarTech breakdowns, campaign playbooks, and the kind of lessons you only learn from doing the work. No schedule, no filler.
