Mr. AVI HEFETZ

Marital status: Married + 3
I.D. No.: 52139037
Address: 18 Hadekel St., Nir Zvi 72905
Date of birth: 21/1/1954
Tel. No.: 08-9249966 / 050-7922002
Country of origin: Israel
email: hefetz@export.gov.il

Education

MBA Business Administration: Recanati School of Business Administration, Tel Aviv University
MA Communications: Communications Institute, Hebrew University of Jerusalem
BA Social Sciences, Political Science, International Relations: Hebrew University of Jerusalem
Diploma Managerial, Organizational and Personal Coaching: Israeli Management Center, Ramat Gan

Military Service
1974-1977 Nahal (pioneer combat unit)
1987 Foreign press staff officer (equivalent rank - Captain): IDF Spokesman’s Office
1993-present News editor and presenter: Galei Tzahal IDF army radio
Directorship and Public Representation in Public and Financial Bodies
2009 - Member of the Advising Council at the ICA- Industrial Cooperation Authority.
2009 - Member of General Meeting at the Standards Institution of Israel.
2009 - Board Member of the Israel Federation of Bi-National Chambers of Commerce.
2005-2010 Second Television and Radio Authority: Council Member, Chairman, Communications Development Committee, member of television committee, finance committee, audit committee
2007-present Yad Vashem Holocaust Martyrs’ and Heroes’ Remembrance Authority: council member
2007-2009 Israel Bank of Agriculture Ltd., Tel Aviv: Director, Chairman of Investments Committee
1995-1999 Eretz Israel Museum, Tel Aviv: member of Board of Trustees and Chairman of Marketing Committee

Professional Experience

2009 Israel Export & International Cooperation Institute – CEO
2007-2008 Marcom consultant, strategic planning and advice to companies and organizations

2006-2007 CEO, Tourist Encouragement Board Natany
Responsible for all planning, management, manpower and marketing strategies, including formulation of policy. Focus on marketing activity in target countries and sectors likely to yield incoming tourism. Reinforcement of contact with tourists through representation, development of tourist products, encouragement and recruitment of developers and investors. Work with government ministries and overseas factors.

1998-2006 Deputy CEO Marketing and Sales, Israel Railways Ltd.
I established the Israel Railways Marketing, Sales and Communications Division which, under my direction, led to major changes in Israel Railways in recent years. I created branding, which resulted in a huge increase in numbers of railways passengers. I handled the formulation, planning and implementation of the company’s marketing and sales strategy. Planning and execution of advertising campaigns, sales promotion and marketing and service-related activities and special offers based on defined target audiences (targeted marketing). Also sales to institutions, individuals, groups and others. Alongside marketing-research activity, I also developed a barometer model to monitor quality of service and marketing requirements.

1994-1998 Head of Spokesman’s and PR Division, Israel Ports and Railways Authority
I was responsible for the overall marketing, communications, advertising and customer service system, as well as contact with international organizations at Israel’s ports. Also responsible for the operation of secondary units of the Ports and Railways Authority, as part of which I directed a ports marketing drive under the slogan: “We are working hard for you”, directed at management and some 3,500 employees who use shipping companies.

1989-1994 Spokesman for Mifal Hapayis (state lottery)
Responsible for PR and spokesmanship. Direct contact with the media, writing and preparation of marketing, image, commercial and publicity material, organization of conferences, exhibitions, events and special productions, building of marketing media requirements based on the company’s specific needs.

1984-1989 Spokesman and PR Supervisor, Ministry of Communications
I was a member of the team that established Channel 2 Television and the cable TV companies.
1982-1984 Greteman’s Ltd., Johannesburg, South Africa: Marketing and PR.
1981-1982 South Africa, Foreigners Department, Pretoria: lecturer and translator for Israeli affairs.
1980-1981 Prime Minister’s Office, Government Press Office (Jerusalem): news editor.
1978-1981 Maariv daily national newspaper: reporter.
1978-1980 Hebrew University of Jerusalem: student newspaper editor,

Lectures

Lecturer on courses in Communications: Communications Institute, Hebrew University of Jerusalem.
Lecturer on course in advertising and PR: External Studies Unit, Technion – Israel Institute of Technology, Haifa.

Languages
Hebrew, English, French