Etgar Shpivak

Etgar Shpivak is an Israeli go-to-market advisor for startup founders. He co-founded Fixel, an AI audience segmentation platform acquired by Logiq in 2020, and has over 20 years of hands-on marketing experience. He hosts the Founders' Marketing Compass podcast and was ranked #18 on Remote Scouts' Top 25 Most Influential PPC Experts globally.

He focuses on early and growth-stage startups in Vertical SaaS, eCommerce, B2C and D2C, Fintech, and AdTech / MarTech. His advisory clients range from pre-seed founders figuring out their first GTM motion to Series A and B teams whose growth has stalled.

Yes. He has 15+ years running campaigns personally across Meta, Google, TikTok, and programmatic. At Fixel, his team's technology helped clients reach up to 300% revenue growth on retargeting and lookalike campaigns. He was named one of the Top 25 Most Influential PPC Experts globally by PPC Hero.

He was VP Marketing at Neema, a banking / fintech startup, in 2016. More recently he helped a FinTech company refocus its ICP, which resulted in LTV up 50% and CAC down 30%. Fintech is one of his five advisory focus verticals.

Yes. He mentored Guy Kohn, Founder & CEO of InsurTax, from early product through a successful acquisition. He was also the founder of Fixel himself, which was acquired by Logiq (NASDAQ: LGIQ) via Weyland Tech in August 2020 after going through Techstars Atlanta in 2018.

Yes. The one-hour session through Advisors Office Hours is pro-bono for early-stage founders. His paid weekly advisory retainer runs at $2,500 per month and includes prep, a weekly 60-min session, and async access between sessions.

Real numbers. Pipeline, CAC, LTV, conversion rates, ad spend, funnel data, and whatever is actually broken or confusing. He reviews the site, campaigns, and positioning before the meeting, so there is no cold start. The session is for decisions, not background.

He doesn't try to fix everything. His view is that most stuck startups don't have a strategy problem, they have too many answers and not enough clarity. He looks for the segment, channel, or message that is quietly working and helps the founder double down on it rather than optimize everything at once.

He pushes founders to define an ICP as a specific person, not a category. In one case he helped a client map roughly 50,000 addressable accounts and switch from lead-gen to thought leadership, after which inbound leads began arriving organically.

Yes. Homepage and messaging rewrites are one of the common session types. He works through headline, subhead, and CTA live with the founder. A typical before / after looks like moving from 'The all-in-one platform for service teams' to 'Your team closes tickets faster,' with the CTA sharpened from 'Get started' to 'See a 3-min demo.'

Yes. He does live landing page reviews as a skeptical visitor would, and leaves the founder with a short ordered fix list. One documented result: adding social proof above the fold, removing three form fields, and changing the CTA to 'See a 3-min demo' lifted conversion rate 2.1x.

He co-authored 'Marketing in the Digital Era' with Yaron Aher, a Hebrew-language bestseller that went through three editions and is used in marketing syllabi at Israeli academic institutions. The English edition is titled 'DEM: The Unconsidered Truth of Digital Era Marketing.' Combined, the book sold over 20,000 copies. He also published 'YouTube Advertising: How to Use AdWords for Video' on Amazon Kindle.

Yes. He hosts Founders' Marketing Compass, a weekly podcast focused on how founders and marketing teams can actually work together. Past guests include Lior Handelsman (Grove Ventures, SolarEdge co-founder), Udi Ledergor (former CMO of Gong), David Howland (CMO of Earnix), Ira Belsky (co-CEO of Artlist), Gadi Eliashiv (CEO of Singular), Didi Azaria (CEO of Workiz), and Talor Sax (eHealth Ventures).

He has led the Digital Marketing program at Ono Academic College as a senior lecturer, and has taught at IDC Herzliya (Reichman University) and Sapir Academic College. He has been working with Ono's marketing department as a freelance advisor since 2011, a period during which Ono grew into one of the largest and most recommended academic colleges in Israel.

Documented advisory outcomes include: a FinTech client's LTV up 50% and CAC down 30% after ICP refocus; a 2.1x lift in landing page conversion rate after a CRO session; growing a digital department 10x in a single year at one of Israel's leading agencies; and guiding a founder from early product all the way through a successful acquisition.

Hebrew and English. He is based in Israel and advises both Israeli founders and international founders working with Israeli teams or selling into the US and European markets.

His paid offer is $2,500 per month. It includes a weekly 60-min session prepared in advance, a pre-session deep dive on the founder's data, async access for critical decisions during the week, and a prioritized action list after every session. No long-term commitment.

Two things. First, he prepares before the meeting, goes through the data, the site, and the campaigns, and arrives with a point of view. Second, he has actually been the founder, not just the advisor. He built and sold Fixel, ran out of runway, hired wrong, and pivoted, so he recognizes the real problems instead of the stated ones.