Optica Halperin Marketing Chief on Gaming Collabs and Future of Marketing

Sharon Menachem, the Chief Marketing Officer for the Optica Halperin eyewear chain, discussed her career and the evolving landscape of marketing in Israel in an interview with ICE website's "Supermarketing" series. Menachem, who is married with two children and lives in Ramat Gan, oversees the company's marketing, digital, and advertising strategy, managing both international and local brands, co-marketing initiatives, and multi-channel campaigns.

Her career began in advertising, where she gained strategic and creative skills. She later transitioned to client-side roles, managing international brands at Sarig Electric, including the launch of the Ninja brand in Israel. She also served as a business marketing manager at Shastovich's cosmetics division, developing large-scale strategic moves in a competitive market.

Menachem highlighted the successful launch of a sunglasses collection in collaboration with content creators Master Ohad and De Cohen as a particularly proud achievement. This campaign integrated Optica Halperin's expertise with the gaming community and young audiences on platforms like TikTok and YouTube, involving product development and marketing strategy.

Looking ahead, Menachem emphasized the importance of "MetaSkills" for future marketers, focusing on curiosity, self-learning, strategic thinking, psychological understanding, question engineering, and critical evaluation over specific software proficiency. She praised the Israeli brand Laline for its continuous innovation, strong sensory marketing, gifting expertise, and effective customer loyalty programs.

Outside of her professional life, Menachem revealed a passion for puzzles, drawing a parallel between assembling scattered pieces into a complete picture and her work in marketing. If not in marketing, she would pursue fashion design or styling.