Yonatan helps the leaders of global corporations to rewrite the story of their culture. He crafts the narratives that define corporate identity: mission, vision, and values, finding words that don’t just live on the corporate wall but ignite passion for change. Yonatan joins the transformation process and collaborates with leaders to make sure strategy, words, and hearts stay aligned.

During the last two decades, Yonatan has helped numerous companies and brands to find their stories. He started out in advertising agencies, working with names like Coca-Cola and Lotto on market-entry plans and go-to-market strategy, and rose to Head of Strategy and Research. Then, pulled by the urge to build brands from the ground up, he opened his own branding agency and traded polished agency life for the hands-on work of positioning, storytelling, and brand consultancy.

That work taught him the part most people miss: a story only moves a company when its leadership believes it first. Getting executives aligned around one narrative, one voice inside and outside the room, became the core of what he does.

Across his career Yonatan has worked with 150+ companies (anything from nanoparticles to lingerie). Other key roles along the way: leading marketing at Axialent, teaching communication at college, and serving as a fractional communication and advertising lead.

A sought-after speaker, seasoned facilitator, and highly experienced mentor, Yonatan has guided 200+ founders through Google for Startups programs (Google.org accelerator, Google DeepMind accelerator and others), and was named EMEA Mentor of the Year in 2023.

Yonatan holds a B.A. in Psychology and Communication from the Hebrew University of Jerusalem.