Yael Suissa

Marketing and Architectural Relations Manager, Aluji Company, which develops aluminum systems and solutions for the building envelope

What do you think makes a successful marketing manager unique?

A successful marketing manager markets the brand through the eyes of the customers and not through her own eyes or those of her managers. As managers, we tend to “fall in love” with our own brand, while customers do not necessarily perceive the brand in the same way, so the solutions and marketing messages must be adapted to them. In addition, as a marketing manager, it is very important for me to constantly be updated with all the innovations in the world of marketing, especially in digital media that is developing and changing at a rapid pace in order to reach the customers we are targeting.

Elogi VILLAGE model windows at Shilo Winery, window designer-Ya Designs Yinon Cohen, photography-Lior Teitler

What are your three tips for a winning marketing strategy?

1. Precise segmentation of target audiences and adaptation of marketing messages and marketing media to each target audience separately.

2. Setting goals and objectives to promote the brand in an informed and focused manner.

3. Creating differentiation and brand identity, which is expressed in all channels and, of course, first and foremost on the sales floor and in our encounters with customers.

Elogi VILLAGE model windows at Shilo Winery, window designer-Ya Designs Yinon Cohen, photography-Lior Teitler

What trends will we see in the coming years in the field of marketing?

AI is changing the rules of the game in all areas of life, and even more so in marketing. It allows us to produce content in a short time and with significantly lower budgets than we are used to, and it also allows for budget optimization and real-time ad matching. I believe that artificial intelligence will also affect the field of home design, and new tools will allow customers to see and feel the products before they choose.

Where do you see yourself in 5 years?

I love what I do and where I am so much that I believe I’ll still be here in five years. But who knows? Life never stops surprising me, and that’s the beauty of it.

Elogi VILLAGE model windows at Shilo Winery, window designer-Ya Designs Yinon Cohen, photography-Lior Teitler

Tip for a beginning marketing manager:

No media or AI tool can replace the interpersonal connection with customers, especially in our field where the connection with architects and interior designers is critical. Therefore, always maintain personal contact with them and create meetings of all kinds to listen to their needs from the field, such as trainings and content events. In addition, stay up to date with everything new in the field, go to studies, training courses and seminars and use all possible tools so that the brand is present in new media that are tailored to the target audience.