Significant appointment in Request 12: Yuval Efrati has been appointed the Group’s VP of Marketing and Sales in place of Zvika Lieblich, who has retired.
Efrati has served in recent years in management and sales positions abroad: in his most recent position, he served as VP of Commerce for the global company Parsado – an artificial intelligence platform for building personal performance-based creative. Prior to that, he served as Senior Vice President and Director of Citibank Europe, the Middle East and Russia; And previously served as a director at American Express in New York.
As part of his role, Efrati will lead the commercial strategy of the Keshet Group, on the Channel 12 screen and on the Mako website.
As mentioned, Efrati replaces the mythical VP of Keshet, Zvika Lieblich, who was recently appointed Chief Strategy Officer (CSO) at Papaya Global.
Lieblich joined Keshet 22 years ago after serving as vice president at research firm Gallup. His role has grown over the years, and his responsibilities have included outlining the group’s marketing and commercial strategy on television and digital channels.
Lieblich was the living spirit in creating on-screen collaborations that actually “saved” the arc from a dramatic crisis with advertisers when the Corona crisis erupted. The collaborations he created, the assumptions he was able to give and the insistence on keeping advertising relevant despite the advertisers’ fears, turned the bowl upside down, and in the end it was precisely these moves that strengthened the entire commercial television – and Rainbow in particular.
In the past year, Lieblich has led the high-tech world to the television screen, from employer branding to a horizontal response to the various unicorn brands.