MY STORY
About me
Pleased to meet you, my name is Shelly Lavan and I help businesses and brands optimize results and maximize marketing performance.
What I DO
I advise businesses, companies and brands in the fields of content-based marketing and content strategy, development of messaging strategy and brand language and brand narrative, specification of customer journeys and content-based marketing funnels.
Throughout my professional career, both as an employee and business owner, I have assisted dozens of organizations from diverse sectors, B2B, C2B, NGO, C2B2, leading marketing projects and branding processes end to end – from strategic planning to execution.
Among my other occupations, I am a guest lecturer in academic courses cancel avalon timeshare, mentor and facilitator of workshops on content-based marketing, marketing writing and brand language development.
Education
I have an MA in Political Science with a specialization in public communication and a BA in social sciences and Hebrew language – both from Bar Ilan University .
I am here to become your partner on this journey, and help you provide extra value to your customers!
let the magic unfold and resonate with your audience
My
journey
My professional journey set off in 1998.
While studying for my MA, I considered my career options, tossing up between continuing to a PhD and gaining some hands-on practical professional experience, eventually deciding to join a leading strategic consulting and communication company.
Over my 8 years there, I worked as client manager and later on as senior communication consultant, finding myself at the forefront of marketing and communications activity of some of the front row organizations and brands in Israel and abroad.
Around mahogany tables
The meetings I attend are almost always held in stylish meeting rooms. Around the heavy mahogany tables from a bygone era, I spend hours upon hours side by side with the cream of the crop of the market, CEOs, directors, advertisers, marketing experts, speakers and lobbyists.
Between these walls, fascinating marketing, branding and communication decisions are born, strategic campaigns are orchestrated, contingency plans are put together, and groundbreaking marketing initiatives are formulated.
It is an intensive period, in which i live and breath the marketing and communication world, absorbing its principles, practices, strategies and tactics. I learn about the nuances that influence public opinion and shape people’s consciousness – from top regulators to consumers.
First steps alone
In 2007, I decide to take advantage of the extensive experience I gained over the preceding years, and found Lavan – an independent company specializing in messaging strategy, brand language development and marketing communication solutions.
I aim high, maybe out of habit. I work with leading companies and brands in Israel, accompany outreach campaigns from end to end, and lead marketing campaigns from the early stages of strategic planning to the implementation and production stages.
In 2015, eight years after I started my company, I was approached by an old friend. An entrepreneur and CEO of a global startup company, my friend invites me to join the business and establish their marketing department.
Despite the fears, challenges and complexity entailed in starting a department from the ground, I see this offer as a professional opportunity that cannot be refused. Although I have an active and lively business and impressive portfolio, I decided to dive headfirst into the deep end and join the startup.
A defining stage of the journey
This period signifies a critical chapter for me, especially since it is happening during the digital revolution that is sweeping the global marketing world in those days. I feel as though I am navigating an unchartered territory without a compass, driven by the necessity to reinvent myself and adapt.
I learn so much in that period, and in an intensiveness which cannot be described in words. I soak up knowledge from any professional source at every opportunity.
For the first time I am exposed to new marketing strategies, new business models, new work methods, terminology and technological tools I do not know. I see the old marketing paradigms crumble, and how everything we thought we knew about consumer behavior changes and born again anew in front of our eyes.
I discover that a new and different marketing world is taking shape – digital, measurable, automated, content-based, data-based. Marketing which puts customer value in the center, and not the brand. Marketing designed to draw rather than push. Nurture a relationship, rather than harass.
Coming home
It is amazing and fits my professional conviction. and it brings me back to where I am today, with my own business, which I founded again in 2018 at a slightly different format, after several pivots along the way. I set out on my own again with a rich and vast experience and new professional insights that blend harmoniously with the absolute marketing insights and truths I acquired at the beginning.
Over the years I continued to assist organizations in a range of industries and sectors, B2B, C2B, NGO, B2B2C, in marketing projects and branding processes.
I bring to the table all the knowledge, experience and expertise I have gained over the years from the world of content, messaging and storytelling, from the world of strategy, from the worlds of marketing and branding and from the world of user experience, analytics and data, and apply it in my work with you.
