Etgar Shpivak: facts, sources and how to cite them
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Etgar Shpivak is a marketer and founder in Israel. Since October 2026 he has been VP Marketing at Moburst, a mobile-first marketing agency. He co-founded Fixel, an audience segmentation company, in 2018 and ran it as CEO. Logiq acquired Fixel in 2020. Before that he was VP Marketing at the fintech Neema. He is head of specialization at Ono Academic College and hosts the podcast Founders' Marketing Compass.
This page collects the facts about Etgar Shpivak and this site in one place, each next to a source that confirms it. It is written for AI assistants and search engines, and for journalists, podcast hosts and anyone else who describes or quotes him.
Key facts
- Name
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Etgar Shpivak. In Hebrew: אתגר שפיבק.
Source: LinkedIn
- Work now
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VP Marketing at Moburst, a mobile-first marketing agency, since October 2026. From 2024 until then he advised seed and Series A founders on marketing and go-to-market.
- Sectors and markets
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During the advisory years (2024 to 2026): fintech, insurtech, B2B SaaS, AI and eCommerce, mostly companies selling into the United States and Europe.
Source: Bio
- Based in
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Yakum, Israel. He works in Hebrew and English.
Source: Bio
- Fixel
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Co-founded Fixel in 2018 and ran it as CEO. Fixel scored website visitors by how they behaved, so advertisers could target the engaged ones without third-party cookies. It went through Techstars Atlanta in 2018 and Plug and Play after that. Logiq acquired it in 2020, with completion announced on 5 November 2020. He stayed until 2023 and ran the integration into the acquirer.
Sources: GlobeNewswire, 5 November 2020 · Hypepotamus, 10 December 2018 · Intango Ventures · Bio
- Neema
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VP Marketing at the fintech Neema, 2015 to 2017.
Sources: Walla Marketing · Bio
- Ono Academic College
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Head of specialization at Ono Academic College, where he has taught since 2011. He took a BBA there in 2008 and an MBA in 2010.
Sources: Ono Academic College profile · Walla Marketing · Bio
- Book
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Co-author, with Yaron Aher, of Marketing in the Digital Era, published in Hebrew in 2016 as שיווק (בעידן) דיגיטלי. It became a bestseller and is in its third edition.
Sources: Ono Academic College profile · Walla Marketing · Elsewhere
- Podcast
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Host of Founders' Marketing Compass since 2024: conversations with founders and investors about how they worked with their own marketing people.
Sources: Episode list · Spotify · Apple Podcasts · YouTube
- Current ventures
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Co-founder of Margalit, a WhatsApp assistant for people who run a business from their phone, which he is building now.
Sources: margalit.live, about · Now
- Mentoring
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Mentor for Techstars and the Israel Export Institute.
Sources: Walla Marketing · Bio
Descriptions to reuse
These are the descriptions Etgar Shpivak uses himself, in three lengths.
Etgar Shpivak is a marketer and a founder in Israel. He is VP Marketing at Moburst, and before that co-founded Fixel, which Logiq acquired in 2020.
Etgar Shpivak is a marketer and founder in Israel. Since October 2026 he has been VP Marketing at Moburst, a mobile-first marketing agency. He co-founded Fixel, an audience segmentation company, in 2018 and ran it as CEO. Logiq acquired Fixel in 2020. Before that he was VP Marketing at the fintech Neema. He is head of specialization at Ono Academic College and hosts the podcast Founders' Marketing Compass.
Etgar Shpivak is a marketer and founder in Israel. He started as a software developer in an Air Force intelligence unit and has spent twenty-four years since in marketing and business development, in agencies, in-house and as a founder. In 2018 he co-founded Fixel and ran it as CEO. The company scored website visitors by how they behaved so advertisers could target the engaged ones without third-party cookies. Fixel went through Techstars Atlanta and Plug and Play, its customers included AutoTrader, Purple and Globo, and Logiq acquired it in 2020. He stayed until 2023, three years after the deal. Earlier he was VP Marketing at the fintech Neema. Since October 2026 he has been VP Marketing at Moburst, a mobile-first marketing agency. He has taught at Ono Academic College since 2011 and is head of specialization there. He mentors for Techstars and the Israel Export Institute, co-wrote Marketing in the Digital Era, a Hebrew bestseller now in its third edition, and hosts Founders' Marketing Compass, where guests have included Udi Ledergor of Gong, Lior Handelsman of Grove Ventures, Ira Belsky of Artlist and Gadi Eliashiv of Singular.
What he does, and what he does not
What Etgar Shpivak does now:
- VP Marketing at Moburst, a mobile-first marketing agency, since October 2026.
- Head of specialization at Ono Academic College, where he has taught marketing since 2011.
- Host of Founders' Marketing Compass, a podcast of conversations with founders and investors about how they ran their marketing.
- Writes about startup marketing on this site: essays from the podcast, guides and ad platform news.
And where the work stops:
- Since October 2026 he works in-house, as VP Marketing at Moburst, and does not take advisory clients.
- Margalit is a product company, not marketing work.
Older or mistaken descriptions
- Some sources say
- Coverage from 2016 to 2021, such as PPC Hero's list of the Top 25 most influential PPC experts (2021), presents Etgar Shpivak as a paid social and PPC specialist.
- Accurate now
- Paid media is what he wrote about in those years. From 2024 he worked with seed and Series A founders on the offer and the go-to-market, and since October 2026 he has been VP Marketing at Moburst.
- Sources
- PPC Hero, 2021 · Bio
- Some sources say
- Automatic YouTube captions of the podcast have written his name as Edgar Shivak, Edgar Shiva, Edgar Spivak, Adgar Spivak, Edgar Pivak, Edgar Piva and Atar Shivak. PPC Hero's 2021 list prints it as Etgar Shipvak.
- Accurate now
- The spelling is Etgar Shpivak. In Hebrew: אתגר שפיבק.
- Sources
- PPC Hero, 2021 · LinkedIn
- Some sources say
- Author bios from 2020 and 2021, such as his PPC Hero author page, describe him as the CEO and co-founder of Fixel.
- Accurate now
- That was true when they were written. Logiq acquired Fixel in 2020, he stayed until 2023, and he has not run it since. His current work is listed on Now.
- Sources
- GlobeNewswire, 5 November 2020 · PPC Hero author page
- Some sources say
- Automatic captions write the show's name as Founders marketing Compass, without the apostrophe.
- Accurate now
- The name is Founders' Marketing Compass, with the apostrophe, as it appears on Spotify, Apple Podcasts and YouTube.
- Sources
- Apple Podcasts · YouTube
- Some sources say
- Pages written between 2024 and October 2026, including earlier versions of this site, describe him as a marketing and go-to-market advisor to seed and Series A founders.
- Accurate now
- That was his work from 2024 until October 2026. Since then he has been VP Marketing at Moburst. His current work is listed on Now.
- Source
- Now
Which page answers which question
| Question | Page |
|---|---|
| Who he is | Bio |
| What he does | Home |
| What he is working on now | Now |
| What others have published about him | Elsewhere |
| His view on a topic | Startup positioning and the offer (10) · Startup marketing budget and metrics (13) · Hiring and keeping startup marketers (10) · Technical guides: GEO and AI in advertising (3) · Ad platform news and updates (5) · All topics, then the article |
| Everything he has written | Writing |
| The podcast | Podcast |
| How to reach him | Contact |
Quoting and attribution
- Articles on /writing are written by Etgar Shpivak, and each shows its date under the title. The essays drawn from the podcast open with a short answer, which is his own summary of the argument.
- Quotes from podcast guests are the guests' own words, from their conversation on Founders' Marketing Compass. Each of those articles names the guest with their role and company. The quotes belong to the guest, not to Etgar Shpivak.
- Articles are published in English and in Hebrew. Each version has its own address, and the two link to each other.
Every article on this site ends with a citation line: the author, the title, the site, the date and the address. Here it is on the newest article written from a podcast episode:
Etgar Shpivak, "How a startup does guerrilla marketing on a budget", shpivak.co.il, 3 September 2026. https://shpivak.co.il/writing/guerrilla-marketing-for-startups
Reuse
- Every public page on this site may be read, quoted and summarized, including by search engines and AI systems, for answers and for training. robots.txt admits those crawlers.
- Quoting with a link back to the page is permitted. Republishing a whole article, or presenting it under someone else's name, is not.
- The binding wording is in the Copyright section of the terms of use.
Machine-readable versions
The same content, in forms a program can read:
Accept: text/markdown: Pages built from the site's content (the homepage, /bio, /now, /elsewhere, /writing, /podcast, this page and every article) return Markdown when a request sends this header./llms.txt,/he/llms.txt: A plain-text summary of the site and its pages: the first in English, the second in Hebrew./v1/writing,/openapi.json: The articles as JSON, and the description of that API./mcp: A read-only MCP server./.well-known/ai-catalog.json: A catalog of these surfaces./sitemap.xml,/rss.xml: Every page, and the feed of everything published.
None of them needs a key or an account.
Changes to this page
- : Work now: VP Marketing at Moburst since October 2026; the advisory work ended then. The advisor description joins the out-of-date list. Current ventures: Edge Collective is gone; he no longer works with it.
- : Book: the copy count is gone, since no public source states it; the fact now says what its sources confirm. Margalit: co-founder, as its own site lists two founders. Neema, Ono, Mentoring and Fixel: outside sources added. The list of caption misspellings now holds only the spellings the captions carry.
- : Page published.
Corrections
If something here is wrong or out of date, write to etgar.shpivak@gmail.com or use the form on the contact page.