SUPERMARKETING: Meet Efrat Braunstein – VP of Marketing at Leket Israel

The site ice takes you behind the scenes of the marketing industry in Israel, in a series of personal interviews with senior industry names. This time: Efrat Braunstein, VP of Marketing at Leket Israel, shares her journey from human resources to the world of marketing, her ability to turn food rescue into a relatable story, and her love for writing that persists despite dyslexia.

Efrat Braunstein in short

"I am 45 years old, VP of Marketing at Leket Israel. I have been with the organization since 2018, filling various roles before leading the marketing department. For me, marketing is not just advertising or campaigns; it is the way an organization tells its story, builds trust, and creates impact."

Key career milestones

"My path to the position of VP of Marketing was unconventional. I started in human resources, moved to the role of assistant to the CEO, and later handled project management, innovation, public relations, and social media. Today, I can say that this transition between diverse fields gave me a broad perspective on the organization and the people behind it."

Projects and achievements

"The 'Green Minute' series is one of the projects I am most proud of. We managed to take a complex subject like food rescue and turn it into a conversation everyone can connect to. The success lay in positioning food rescue not only as a social endeavor but also as an environmental and economic solution.

Another significant move was formulating the content strategy for Leket Israel. The goal was not just to produce content, but to build a real relationship with our audiences. I believe great successes are always the result of teamwork, not just one person."

Training the next generation

"My curriculum for the next generation would focus less on tools and more on thinking. Tools change at a dizzying pace, but curiosity, listening, critical thinking, and a true understanding of people remain relevant. Of course, the marketer of tomorrow will need to work with AI, data, and technology, but these are just means. The difference between a good marketer and an excellent one lies in the ability to exercise judgment and create a real connection—because at the end of the day, people connect to people."

Israeli brands that excel

"I really like what Golda has been doing in recent years. This is a company that doesn't just sell ice cream; it succeeds in creating collaborations that feel natural, intriguing, and relevant. Almost every move by Golda manages to become a conversation. To me, this is an example of a brand that understands that today, good marketing creates engagement rather than just exposure."

Personal insights

"If I had to choose another field, I would probably choose interior design. I have always been drawn to the connection between creativity and problem-solving, and thinking about the experience people have within a space. In retrospect, it is not so far from marketing; in both fields, the goal is to create an experience that people remember.

Something few people know about me: despite dyslexia, I have always loved to write. In my youth, I wrote stories, and spelling mistakes never stopped me. I loved the freedom that writing gave me. Who knows, maybe one day I will fulfill an old dream and publish a book of my own."

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