MARKETER. ENTREPRENEUR. MENTOR.

Brilliant teams. Game-changing tech. But marketing was always “later.”

I watched founder after founder juggle everything—building, hiring, fundraising—while scrambling to explain their breakthrough to investors and potential customers who couldn’t see the value. They were still figuring out their story when they should have been scaling it.

It wasn’t just a messaging problem. It was momentum bleeding away. Fundraising rounds that dragged on. Product launches that fell flat. Brilliant solutions that never found their market because their story never found its voice.

Hiring a full-time marketing executive isn’t realistic at the early stage. But waiting isn’t an option. Founders need someone who understands both the urgency and constraints and can step in with senior-level experience but early-stage agility.

That’s why I created Perspectives – a partner who rolls up their sleeves from day one. I work with founders who need to sharpen their focus, translate breakthrough technology into compelling value, and align market-product fit to create real traction.

I help startups find their angle, craft their message, and reach their target market—faster. Because in the startup world, clarity isn’t just a competitive advantage. It’s survival.

My Journey to Perspectives

My name is Refaela Simhon. I am an experienced executive, global marketer, business strategist, entrepreneur, and mentor. With over 30 years of hi-tech experience and marketing practice, my expertise spans diverse markets, including cybersecurity, IoT, smart mobility, e-commerce, telecommunications, and more. I’m a passionate advocate for advancing women executives in high-tech, committed to fostering the next generation of female industry leaders.

A proven track record of supporting startups’ growth to multi-million-dollar contracts. Leveraging a rich technological background, strategic thinking, and marketing core, I help companies identify their focus market segments and customers, crystalize a clear value proposition, and launch targeted marketing activities to drive business growth.

An experienced B2B marketer. I led marketing strategy, operations, and execution in numerous companies. Served as CMO in NanoLock Security, a device-level, zero trust protection for OT environments, VP marketing in ForNova, a provider of market intelligence for the online travel & hospitality market, and director of product marketing in Alvarion Technologies.

A multidisciplinary executive. I served in multiple executive roles throughout my hi-tech years, including marketing management, OEM relationships and partnerships, business development, product marketing, sales support, and product management and development. I understand entrepreneurs, technologies, and customers.

An entrepreneur. Owner of Perspectives, a marketing services agency. Co-founder of the Change The Game initiative dedicated to amplifying the voices of women leaders in high-tech companies.Co-founder of PALIANI, a soundwave-based Jewelry online store, and co-owner of ELDZO, an online shoe store.

A highly motivated and experienced mentor. Passionate about mentoring and volunteering. Mentor in 8200 for small businesses. Mentored mobility entrepreneurs at DriveTLV, a leading innovation center for smart mobility technologies. Mentored young women at The Women’s Courtyard, which supports and assists girls and young women who deal with distress and risky situations. Volunteers at the ‘Lo Omdot Me’negged’ community that offers daily support for prostitution survivors throughout the country.

An enthusiastic presenter. I love everything about it. I help young entrepreneurs to create and pitch their startups. I mentored the winner of the European “Lady Pitch Night” in Paris.

Content marketer and blogger. I have been writing for others and myself ever since I can remember. I have written numerous marketing collateral and articles and managed a large number of marketing content projects. Years of hands-on marketing have taught me the importance of the customer’s perspective and the stories that engage them. I blog about marketing and women leaders.

A dog person, but I cannot resist a fluffy cat. 

A Coffee lover who enjoys good tea, especially in winter.

And there is so much more…