Shiri Hellmann is the VP of Global Brand Communications at Fiverr, with extensive experience in brand building, e-commerce, and consumer goods. Her diverse career began on the agency side before transitioning to the client side, where she led marketing communications for Bezeq International, Israel's largest telecommunications company, handling both B2B and B2C services. She later served as Head of Global Marketing Communication at SodaStream, overseeing campaigns in over 42 countries. Shiri then became VP of Marketing for SodaStream in the US, spearheading the brand's first Super Bowl ad. After returning to Israel, she freelanced with startups, focusing on brand strategy, research, and campaign execution. Shiri began using Fiverr in her freelance work and has since joined the Fiverr team as VP of Global Brand Communications.  Fiverr is an online marketplace created to revolutionize the way the world collaborates by democratizing access to talent. Today, it is the largest marketplace of its kind, connecting freelancers and businesses in over 160 countries and offering more than 700 categories to choose from.  On today’s show, Alan and Shiri discuss her journey to Fiverr and the increasing shift toward freelancing. They highlight the projection that by 2027, half of the U.S. workforce will be freelancing in some capacity and explore how Fiverr is positioning itself to capitalize on this trend. The conversation then turns to the impact of return-to-office mandates and the growing influence of AI in the freelance industry.  They also dive into the recent campaign featuring Martha Stewart as a participant in the Fiverr freelance community. In this episode, you'll learn:  The importance of understanding local culture when driving global marketing successThe impacts of return-to-office mandatesHow AI is affecting the freelance community Key Highlights:  [01:40] Experience of being a birthday clown[03:22] Career path[09:07] What is Fiverr[10:30] How is Fiverr facilitating the freelance movement[12:35] Impact of return-to-office mandates[15:01] Impact of AI on freelance community [19:28] Latest brand campaign with Martha Stewart[21:55] What makes great marketing[22:53] Experience of your past that defines you[24:37] Advice to younger self[25:09] A topic that you and other marketers need to learn more about[27:25] Trends or subcultures others should follow[30:25] Largest opportunity or threat to marketers today Looking for more? Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest! Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.