MICHAL COHEN
Tel Aviv,Israel
Summary
Digital Growth & Performance Marketing Manager with 2+ years of end-to-end ownership of Meta and TikTok campaigns in fast-paced, data-driven tech environments. Specialized in building scalable creative testing frameworks, optimizing full-funnel performance, and driving measurable growth through performance metrics, consumer psychology, and strategic creative execution.
National Winner & Global Top 10 Finalist in L’Oréal Brandstorm 2024, where I co-developed 3DHAIR, an award-winning beauty-tech solution presented to L’Oréal executives in London. Recognized for translating insights into high-impact digital experiences across both tech and beauty ecosystems.
Overview
3
3
years of professional experience
1
1
Certification
Work History
Marketing Specialist
Freelance
04.2024 - Current
- Advised startups & NGOs on data-driven campaign strategy, content optimization, and AI integration.
- Produced creative assets and copy using Adobe + AI tools, improving engagement across Meta & TikTok.
- Developed and executed targeted marketing campaigns across multiple platforms to enhance brand visibility.
- Analyzed market trends and consumer behavior to inform strategic decisions.
Creative Campaign Manager | Performance & Growth
WordLine
07.2022 - 10.2024
- Owned end-to-end performance campaigns across Meta & TikTok, from concept and ad design to testing, optimization, and scaling.
- Built and scaled a high-volume creative testing system that improved ROI and acquisition performance.
- Established and grew Facebook Search Engine activity into a new profitable growth channel.
- Led one of the company’s Top-10 revenue-generating activities, driving sustained performance growth.
- Designed viral, performance-driven creatives that doubled ROI and significantly increased conversions.
- Analyzed performance metrics (CTR, CPA, ROI) to optimize targeting, creative direction, and scaling decisions.
- Mentored and trained an international freelance creative team, contributing to measurable improvements in ad performance, creative quality, and scalability.
- Collaborated with stakeholders to align creative execution with business and growth objectives.
- Selected by leadership to represent WordLine in Meta & TikTok in-office workshops, gaining direct exposure to platform updates, creative testing frameworks, and performance optimization best practices
Brandstorm 2024 Global Top 10 Finalist
L’Oréal
London, England
04.2023 - 08.2024
- Selected as National Winner and Global Top 10 Finalist out of 100,000+ participants worldwide, representing Tel Aviv University at the global finals in London.
- Originated & Co-developed 3DHAIR, a beauty-tech innovation driven by market research, consumer insight analysis, trend forecasting, and competitive benchmarking.
- Translated insights into a scalable product and digital brand concept, integrating sustainability, innovation, and go-to-market strategy.
Education
B.A. - Multidisciplinary Art & Communications (Marketing)
Tel Aviv University
Israel 07-2025
Skills
Performance & Growth Marketing
- Performance Marketing (Meta & TikTok), Campaign Optimization & Scaling, Creative Testing Frameworks, Full-Funnel Strategy, Performance Analysis (CTR, CPA, ROI), Data-Driven Decision Making
Strategy & Collaboration
- Digital Growth Strategy, Creative Strategy, Cross-Functional Collaboration, Product–Marketing Alignment, Creative Team Mentorship, Agile & Fast-Iteration Workflows
Tools & Platforms
- Meta Ads Manager, TikTok Ads Manager, Google Search Console, Semrush, Adobe Photoshop, Illustrator, Canva, Figma, CapCut, Notion, Mondaycom
AI & Automation
- AI-Assisted Ideation & Optimization (ChatGPT, Midjourney, Jasper)
Certification
Meta & TikTok in-office training on creative performance and ad optimization
Languages
Hebrew
Native or Bilingual
English
Full Professional
Timeline
Marketing Specialist
Freelance
04.2024 - Current
Brandstorm 2024 Global Top 10 Finalist
L’Oréal
04.2023 - 08.2024
Creative Campaign Manager | Performance & Growth
WordLine
07.2022 - 10.2024
B.A. - Multidisciplinary Art & Communications (Marketing)
Tel Aviv University
MILITARY SERVICE
- Operations Manager, IDF 99th Division (2019–2021)
- Operations Team Lead, IDF CIC (2018–2019)