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Yafit Pascal

Sanhedrin st. 5/23 Ramat-Gan, IsraelTel: +972-52-8993732

@mail: yafitpascal@gmail.comSkype: p-a-p-r-i-k-a

Profile

Yafit extensive 13 years of experience in Marketing Communications and training encompasses 6 years in management. She is highly skilled in creating and implementing successful 360º media campaigns, through media channels and leading creation of interesting marketing strategies for branding and targeted audiences.

Using her expertise in communications management derived from strong creativity, "out of the box" thinking and “Can do” attitude resource skills ensure that any goal gets the maximum efforts in order to be implemented.

As a leader with hands-on experience; she ensures the articulation of the company’s image and position through ideas, design sales concepts and training. She presents in a creative and persuasive way through reasoning, ensuring good collaboration and cooperation with colleagues, management, suppliers, partners and customers.

Yafit is looking forward to relocate, adapt, and apply her knowledge and experience to other markets.

Skills and attributes

Personal Solid strategic, critical and creative innovative thinking and approach Holistic Approach, looking at integrated and interconnected systems A problem solver Delivery focussed Multi-tasking and very organized Effective communication and relationship management Self-motivated, a leader and a team player. A trainer and a change implementer A collaborative working relationship approach with wide variety of departments to

support communications needs Ability to work in fast paced environment and determine appropriate work priorities Excellent performances in front of an audience Takes ownership, dedicated with a “Can do” attitude Strong interpersonal skills

Marketing Building a bridge between products and the customer's needs

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Analyse trends and patterns beyond the data Drive growth through effective communication concepts, compelling marketing of

innovations and user benefits, and impactful launch and promotional materials Effective campaign design and delivery, Providing media and PR planning, including

local specific press releases and social media activities Lead content strategy and implementation of all communication channels

encompassing creativity (i.e. photos, graphics); writing content for communications as needed to be deployed across online channels including e-newsletters, website, social media and other communications platforms.

Develop content for customer events and trade shows with ability to adapt content across variety of communications channels.

Support sales with marketing materials, media and online tools, Conceptualization and realization of materials, point of sales support, etc.

Contribute to product introduction process with communication briefing, launch materials, campaign evaluation

Ensure adherence to brand's strategy and corporate directives in all marketing-related aspects

Key Accomplishments1. Constructa: with almost no support from HQ, I designed the CI of the brand and its

positioning & strategy, which was eventually the base of the CI internationally.2. The launch of the new ovens (IC6) beginning of this year was a great success. The

well organized event, with 1500 guests and very technological presentation made all the Israeli team to claim that I set a new standard of launching new products in the Israeli market. https://youtu.be/XMDflMjVdH0

3. Marketing “out of the box” presentation: https://youtu.be/TUAKAI-qF54 ; https://youtu.be/BcEt_1YSkZQ

4. Brand award winner in 2013 for Bosch and Siemens successful campaigns, among 70 subsidiaries around the world, No. 1 for Bosch brand & No. 2 Rank for Siemens brand.

5. Handling tow communication global crisis management with only one initiated newspaper article

6. A lot of campaigns during the years were made, in all media channels, showing my ability to work under pressure and think out of the box even in full capacity, and some years as a one woman show.

7. Managing skills: I started at Bsh as a one woman show, taking care of training and communication alone. Now I’m proud to see my people, which I taught and trained who grew up and still growing up within BSH Israel.

8. Shaped the market for the induction hobs category in Israel: following 3 waves of massive 360° campaigns, POS activities and promotions, we’ve reached 31% growth in the awareness of induction hobs, +40% growths in market shares, with a total market growth of 40%.

9. Within 3 weeks, the unique engagement rates of the Siemens dishwashers on-line campaign (a low involvement product category), reached a total of 101,230,338 exposures. 77,034 interactions by Clicks were counted, of which 73,483 of them were unique users, 2,249 shares in FB, CPC 4.6 ILS < 1.5$, CPM = 1$.

Qualifications and training

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1996-1999: Bar-Ilan University - BA in Communications and Psychology – Specialization in "Persuasive communication" and media.

2012: Social Media management - College of New Media in Tel-Aviv, Israel. 2006-2002: Various professional marketing courses such as: group training,

marketing trends and trends marketing, JEP - junior executive program from BSH Germany.

2005: The "Joy of heart" association - medical clowning / therapeutic certificate.Developing listening skills and sensitivity combined with humor and joy as an integral part of life, and building a therapeutic relationship with hospitalized and mentally handicapped patients.

2000: Humanication - "Dialogika" business communication training: interpersonal communication skills, communication styles, matching expectations and handling objections.

Computer Skills

Microsoft Office (Power Point, Excel, Word) apps & Internet. Web management systems, monitoring & statistics (such as: Adobe Omniture,

Google analytics, Tracx) Budget Management (Priority, SAP)

Work experience

2002- Present: BSH - Bosch and Siemens home Appliances group, Israel subsidiary An international corporate, European's leader, in household appliances:

2010-2014: Head of Marketing CommunicationMarketing Communications Manager for the Brands: Bosch, Siemens, Constructa and Gaggenau.At present I have two reports and I manage more than 20 suppliers

Creating the annual marketing strategy plan and media plan for every brand. Plan and manage marketing budgets – around 3-4 Million $ every year. Making

decisions regarding budget split between brands considering market shares, brand awareness and products launches.

Managing the advertising and media plans in cooperation with the BSH HQ in Munich Germany and the local advertising agencies. Localization and adaptation of international campaigns and concepts, adjusted to local marketing needs or creating original local campaigns according to local needs.

Building communication concept for each brand based on brand values and targets: ATL media strategy, media channels (TV, Radio, Newspapers, Magazines, and Digital), integrating social media, new media and of course creative BTL implementation on points of sale.

PR Management, Communication crisis management and Recalls.Ongoing work with the PR agency: building the annual plan, writing press releases and conducting press conferences. Hosting Journalist’s delegations. Well Experienced in communication crisis management and Recalls.

Experience in handling media inquiries, responding to public and community relations

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Working knowledge of marketing and research techniques and methods. Conducting market researches, pre and post campaign researches, efficient and satisfaction researches.

Rich experience in writing marketing communication materials and producing them (Such as: Catalogues, Brochures, web-sites, promotion stickers, visibility in points of sale, product specifications)

Experienced in creating marketing concept & content for exhibitions, conferences, sales fair, sales promotion activities. Negotiations and collaborations with suppliers, organizations, public figures and production.

Creating content for the brand's Web sites, implementation of managing systems from abroad:www.bosch-home.co.il ; www.siemens-home.co.il; www.gaggenau.co.il; www.constructa.co.il

Ability to effectively use web technology to achieve communication goals. Experienced in launchings new Brands into markets (Neff and after Gaggenau in

Israel)

2008-2010: Head of trainings and Marketing Communication ManagerIn addition to the marketing communication work I became a manager:

Further to my 6 year experience in training and building a solid training department in the organization, a product trainer was hired and I moved into a more managerial position.

Creating the company's annual training plan for internal staff and external sale reps all around the country.

Guiding the product trainer and creating unique presentations, emphasizing the USP's of the products in an unforgettable way.

Managing a variety of vendor relationships including, but not limited to, graphics, photography/videographer, print, display companies, PR agency and tow advertising agencies.

2006-2008: Product Trainer & Marketing Communication ManagerThe work load in the company grew and a product manager was hired, in order for me to focus on marketing communication, advertising strategy and develop B2B marketing and B2C image communication strategy.

Product training Developing the communication strategy for the company's main brands: Bosch,

Siemens and Constructa. Conceptualization and realization of marketing materials, point of sales support, etc. Develop story ideas for product launches, initiatives and special events to be

deployed and used for multiple communications channels

2004-2006: Product Trainer, Assistant to Product Manager and Communication CoordinatorIn addition to previous tasks I took on marketing communication tasks such as:

BTL activities such as: product catalogues, launching brochures, materials for points of sale, product displays and branding shops, web site content maintenance.

Briefing the advertising agencies & providing marketing materials for campaigns creations.

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2003-2004: Product Trainer and Assistant to Product ManagerAfter some organizational changes in the company, I assisted the sales and marketing director with product management as well as carrying on with my product training duties. My additional fields of responsibilities were:

Creating the Israeli product range according to the local demands and the existing production range available. Covering all product groups in the white ware category (washing machines, dishwashers, ovens, cook tops, hoods, and cooling appliances) .

Writing product information pages with product marketing highlights and technical info.

Maintaining the company's products information database.

2002-2003: Product Trainer Building up a training department in the organization, developing a yearly training

plan and methods. Conducting training for sales agents and retailers: product training and sales driven

training. Preparing creative and interactive training, using ppt. presentations and live

demonstrations.

2000-2002: Humanication - Communication Training Department - Training Coordinator Personal and business development Center, conducting Courses and specialized training processes. The center is located in Israel and in the Netherland, Taking care of:http://www.essence-trainings.com/

Workshop training Scheduling and staff training, personal support throughout the various stages of the

workshop. Sales marketing of the workshops & logistic.

1999-2000: Event Producer - Production of business and private events, in production organizations, Israel.

Event production from the first costumer briefing throughout all stages: creative concept and content, budgeting, choosing suppliers and price negotiations, logistics, artistic decorative and culinary aspects.

Producing a wide range of events such as: conferences, launches, company's events for customers and employees. Our clients were leading companies in the Israeli market (such as: Intel, Cellcom, Netafim, The National Bank, Teva etc).

LanguagesHebrew - Native languageEnglish - Very good Romanian - Speaking only