Project Description

From Beta to Big: Creating a Marketing Foundation for Growth

The recruiting software industry is similar to the Hollywood acting industry; a ton of unknown and hopeful wannabes struggling for the market’s attention. If you can’t stand up and stand out in the crowd, you have zero chance of making it. Comeet, an Israeli newcomer to the American market, needed to stand out. So they hired me. 

Over a five-year period working with them, I helped the team exit their beta stage (>10 employees) and grow to a point where Comeet had become one of the fastest growing vendors in the Applicant Tracking System software category. We did it together with lots of imagination and grit. (And some great developers in Tel Aviv and Ukraine). 

Whether you’re in-house or a contractor, startup marketing means you simply stack the responsibility hats on your head. You’re not “just” the marketing guy (or girl),” you’re the one who says variations of “Sure, I can do that” every day. Depending on the hour and day, I tackled projects for product development, product marketing, event marketing, sales enablement, marketing communications, recruitment marketing, corporate fundraising, partner relations and marketing, customer support and internal communications. 

The extensive (yet incomplete) list of what I did illustrates the breadth of marketing deliverables that successful startups need their marketing team/external resources to deliver: 


Advertising: Creative direction and copywriting for print and digital

Award submissions: Writing entries

Blogging: Editorial calendar management and writing posts

Case studies: Research, writing and production

Channel marketing: Creating Team Builder program for incubators and accelerators

Competitive research: Authored detailed market analysis

Copywriting: Huge variety of projects from penning Season’s Greetings/Hanukkah messages, to inventing slogans for promotional t-shirts

Customer communications: Feature releases, support content, WalkMe on-boarding tour script

Customer support: Writing articles and KnowledgeBase content

Customer surveys/Google Forms content

Customer on-boarding: Copywriting for cupcake gifts to new customers

Event: On-site promotions

GDPR readiness: Platform/app redesign, writing content updates and customer communications

Investor presentations: Writing investor presentations and background materials

Job descriptions: Writing descriptions and test assignments for HR director

Landing page optimization: Designing and building campaigns and pages in UnBounce 

Lead nurturing: Writing email sequences for Hubspot distribution

Partner marketing content: Writing emails and site content)

Press releases: Writing press materials, contributed articles to media and blogs

Product management: Working with CPO on new features, messaging and verbiage, as well as scrum-driven requirements such as content updates, system emails, etc. 

Reviews programs: Soliciting and “encouraging” customers to post reviews on Capterra, Software Advice, and GetApp

Sales enablement: Presentation decks, data sheets & collateral, and outbound emails 

Social media: Authoring dozens of answers and posts for Quora threads on HR-related subjects

UI/UX: Working with CPO on app UX/UI and required content

Videos: Writing scripts for self-paced sales videos hosted on website, and customer support and on-boarding videos

Website: Writing page content and product tour chapters

White papers: Authored report on startup recruiting trends among Israeli startups



HR Tech SaaS


Product marketing

Product development

Event marketing

Sales enablement

Marketing communications

Recruitment marketing


Partner relations & marketing

Customer support


Headcount grew from to >50

Customers: 5 to >500

Closed two funding rounds

Developed extensive partner ecosystem

Customer Testimonials
B2B case study

“Creative, responsive and highly skilled. Can leap tall buildings from his MacBook.”


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