About — VP of Marketing & Creative Strategist

Twenty years turning blank pages into brands people buy.

I'm Menahem Alexander — a marketing executive and creative strategist based in Ra'anana, Israel, working across Europe, the US and the Middle East. Three languages, three award-winning trade shows, one obsession: brands that say something — and sell.

The short version

I started in Paris — economics at Paris VIII, languages and civilizations at INALCO, applied arts at CFDAA. A strange mix that turned out to be the right one: a brain wired for strategy with hands trained to make things beautiful.

Saatchi & Saatchi taught me craft. A decade at Playtech taught me scale — leading a 15-person creative team and shipping product for a global gaming leader. Six years independent taught me focus. Four years as VP of Marketing at TopGum Industries taught me that the right brand, executed end-to-end, moves the revenue line.

Today I run Fivingo™ — a small, founder-led practice offering a five-step Go-to-Market package: positioning, identity, story, system, launch. One brain. Full ownership. No layers.

Capabilities

  • Brand Strategy & Positioning
  • Naming & Verbal Identity
  • Logo & Visual Identity Systems
  • Packaging & Print
  • Web, UX & UI Design
  • Multi-channel Campaigns
  • Lead Generation & Marketing Automation
  • Trade-show & Retail Experiences

Industries

  • Health & Beauty
  • Supplements & Nutraceuticals
  • Biotech
  • Gaming & iGaming
  • Lifestyle & Fashion
  • B2B & Tech

Selected clients

TopGum/FashionTV/Playtech/Saatchi & Saatchi/Sevilla FC/Titanbet/Europartners/Talentvalues/Plantopia/Lavido

Twenty years, briefly

  • 2025 →

    Founder — Fivingo™

    Marketing & Branding Consultancy

    A 5-step Go-to-Market package built around identity, strategy and creative direction — for startups and scale-ups across Europe and Israel.

  • 2021 — 24

    VP of Marketing

    TopGum Industries

    Built the marketing department from zero. Three international awards (Vitafoods Geneva ×2, SupplySide West Las Vegas). Seven new product concepts. +15% YoY revenue. HubSpot rolled out across marketing and sales.

  • 2016 — 21

    Independent Creative Strategist

    Founders, agencies, gaming, fashion

    Branding for a FashionTV × gaming joint venture. Talentvalues rebrand and shoot. +35% conversion and +50% CTR on the Playzee website.

  • 2006 — 16

    Creative Director & Brand Manager

    Playtech (xWise)

    Led B2B2C creative for one of the world's largest gaming software companies. Built and ran a 15-person creative team. Sevilla FC partnership. UX/UI from wireframe to launch.

  • 2002 — 06

    Art Director

    Saatchi & Saatchi, Israel

    Print and media campaigns for major brands. Where the craft was sharpened.

How I work

01

One brain, full ownership

You get the person who took the call — through strategy, naming, design, copy and launch.

02

Strategy you can read

Positioning written in plain language, not deck-speak. If it can't be said, it can't be sold.

03

Built to ship

Every system I deliver is production-ready — print files, web specs, packaging dielines, HubSpot flows.

04

In it for the long run

Four years inside TopGum. Ten inside Playtech. I plan brands, not one-offs.

20+

Years in the craft

3

International awards

15

Person team led at Playtech

3

Working languages — EN / HE / FR

Got something worth naming?

Start a project →