Aviv Melisron Marketing VP Named Marketing Woman of August 2026
Alona Arieli Lahav, Vice President of Marketing and Sales at Aviv Melisron, has been selected as the Marketing Woman of August 2026 by the Israeli Marketing Association's marketing committee. Her recognition stems from leading a comprehensive strategic initiative that elevated Aviv Melisron into a prominent residential brand in Israel.
Lahav identified that purchasing an apartment is primarily an act of trust, influenced by emotional factors alongside business and economic considerations. This insight informed a multi-year strategy focused on building the "Aviv Melisron" master brand under the promise "There is real estate and there is Aviv," creating distinct identities for each project while linking them to the master brand, repositioning the company's urban renewal sector, and launching the 51PARK project as an international strategic move.
In less than two years, the company expanded from one marketing project to eleven, increasing units under construction from 175 to 662, and growing its future project pipeline from approximately 4,000 to about 12,510 units. The 51PARK project launch in Herzliya, in collaboration with actress Gwyneth Paltrow, resulted in over 150 purchase contracts within a month, generating approximately 69 million organic exposures and over 1,400 mentions.
Following Melisron Group's full acquisition of Aviv Initiative in 2024, the company faced the challenge of establishing a new residential brand while supporting significant business expansion amidst a real estate market slowdown. Lahav navigated this by strengthening Aviv Melisron's position as a leading residential firm, boosting sales, urban renewal efforts, and public exposure during a period of industry contraction, high interest rates, and economic and security uncertainty.
The marketing committee cited Lahav's success in transforming a new brand into a market leader through consistent integration of brand strategy, sales, and communication activities, highlighting her clear business vision and precise marketing execution as a significant achievement for the company and the residential sector.
