Yotvata Marketing Head Naama Gal Shabbat on Impactful Campaigns and Career Path
Translated & summarized from Ice by baba
Naama Gal Shabbat, Marketing Director of Yotvata dairy, shared her career journey from media and finance to marketing leadership. She highlighted impactful campaigns at Strauss and Yotvata's "Shoko Tap" tradition as key achievements. Gal Shabbat stressed the importance of understanding consumers and business operations for future marketers and finds nighttime baking a personal therapy.
The story in 6 lines · by baba
- Naama Gal Shabbat is the Marketing Director for Yotvata dairy.
- She transitioned to marketing after careers in communications and finance.
- Gal Shabbat values marketing campaigns that create social impact and connection.
- She cited Yotvata's "Shoko Tap" as an iconic, tradition-building event.
- She believes future marketers need deep consumer and business understanding.
- Nighttime baking serves as Gal Shabbat's personal therapy and creative outlet.
Naama Gal Shabbat, the Marketing Director of Yotvata dairy, discussed her career trajectory from communications and finance to marketing in an interview with ICE website. She described her path, which began in video editing at yes, moved to corporate planning and control as an economist at Bezeq, and then transitioned to trade marketing and category management at Osem Nestle before joining Strauss and eventually Yotvata.
Gal Shabbat expressed pride in marketing initiatives that create impact and foster conversations, rather than just promoting products. She highlighted "reality-shaping marketing" campaigns at Strauss, citing the "Gnomes" social initiative and the diverse communication language of "Symphony" as examples of how established brands can drive social and cultural change while remaining connected to their audiences. She also pointed to Yotvata's "Shoko Tap" event, now in its eighth year, as an iconic tradition that transforms the brand connection into a tangible experience for consumers.
She emphasized that future marketers must understand people and the entire business, connecting consumer insights, culture, and creativity to the product and production floor. Gal Shabbat believes curiosity and a deep understanding of the consumer's motivations, desires, and worldview are crucial. She also praised Super-Pharm for its ability to evolve with consumers while retaining its identity and identified brain and behavior research as a fascinating field that parallels marketing in its quest to understand human motivation.
For personal reflection and relaxation, Gal Shabbat bakes at night, finding the quiet, hands-on process therapeutic. She noted that creating a new baked good makes the therapy even more successful.