Founder & CEO, Frish Strategic Consulting Ltd.

Among her vast network, Frish is closely connected to reporters, editors, and media channels all over the world. With the goal of building high-quality positive branding for her clients, and as part of her strategic consulting services, Ayelet  runs effective, eye-catching, and wide-ranging campaigns for international events. She has been a leading branding and strategy consultant for diplomatic conferences, economic and political conventions, and internationally renowned sports, tourism, and cultural events. Ayelet has managed the strategy, branding and communications for major international events and campaigns, including events held in cooperation with official state institutions such as: the White House, the Élysée Palace, the Bundestag, the Vatican, the Office of the British Prime Minister, the Israeli Knesset, and more.

During the 13 years in which she served as strategy advisor and head of international campaigns for the Ninth President of the State of Israel, the late Mr. Shimon Peres, Frish spearheaded initiatives that brought the President to high level international leadership and admiration. President Peres became one of the most well-respected and influential world leaders, praised for his positive and influential global image.

In recent years, Frish has been at the heart of efforts to strengthen the branding and boost awareness of the State of Israel as an international hub for innovation, culture, tourism, and sports. She was one of the visionaries and founders of the Israeli Innovation Center at the Peres Center for Peace and Innovation. As Israel’s leading innovation center, it showcases the story of Israel as the Start-Up Nation. In 2018, Frish led the strategy and branding for the Giro d’Italia, the second most important bicycle race in the world. For the first time ever, the event took place in Israel and attracted record levels of media coverage, with 1.3 billion viewers worldwide.

Frish is one of the founders of the New Era Capital Partners investment fund, one of the most successful venture capital funds in Israel. Ayelet works alongside the fund’s partners Gidi Argov, Ran Simcha, and Ziv Conen as New Era’s VP of Business Development. The fund invests in start-up companies at the beginning of their journey, with a focus on cutting-edge technologies. New Era invests in multiple sectors, including artificial intelligence, robotics, and advanced industries. The fund manages about $300 million and has invested in over 25 startups.

Frish also serves as a regular commentator and panelist on Israel’s leading morning show. She has also appeared as a panelist on the widely viewed “Meet the Press” program and frequently participates as a commentator on current affairs broadcasts and in the international media.

Ayelet holds a BA in Communications & Management and an MA in Journalism & Communications from the Hebrew University in Jerusalem.