Yoash Foldesh.
Boring is boring.
Brand strategy / Product marketing / Creative leadership
I build brands and products for companies at a turning point. Across dozens of brands and tech companies, I’ve led positioning, product marketing and global campaigns, built marketing from scratch, and led teams of up to 40.
Co-founder of Doozy Creative Lab with Adi (Manko) Fleisher. Previously CMO at Medflyt and VP Creative at Allenby Concept House. European Effie winner. AI guinea pig.
Selected clients & brands
Selected work
Brand, product & AIMedflyt
Caregiver satisfaction. Business growth.
Built U.S. marketing and led an in-app learning product. The client base approximately tripled during my tenure.
CMO & Head of CreativeView project
SodaStream
Shame. With a way out.
I developed the brand strategy and originated Shame or Glory and NanoDrop. European Effie Bronze.
Strategy, concepts & scripts · Allenby Concept HouseView project
Spotify
Enough with that song!
An Israeli launch campaign in which artists challenged their own overplayed hits. 7.8M+ film views.
Strategy & creative direction · Allenby Concept HouseView project
AI Relationships
New emotions. Invented by AI.
An award-winning experiment in AI and emotion, exhibited at the Haifa Museum of Art.
Co-creator · With Adi (Manko) FleisherView project
Working Class · Creator & co-founder
A new way to spend half an hour.
I turned the pleasure of watching people work into a new urban leisure format, developed with Portfolio Magazine. A sold-out pilot. 25 creators. No paid media.
The idea & the pilot
Doozy Creative Lab
Working directly with founders on positioning, product marketing and campaigns.
How we work