“One of the managers looked at me and laughed and said, 'Oh, you're just a lesbian.' Noi overcame difficult obstacles to rise through the ranks at advertising agencies and establish himself as a seasoned digital marketing expert.
Noy Elimelech Adcore She realized she was part of the LGBTQ community when she joined the Scouts and met her first girlfriend at age 16. What started as a relationship as close friends quickly became a three-year love story. “Nobody knows. Not my friends, not my family.” Noy says:
Her passion for advertising began when she was a copywriter for a national LGBTQ student organization during her college years. One day, she noticed that their posts weren't getting enough impressions. Noy couldn't get over this issue and began researching. “I discovered this weird thing called PPC (pay-per-click advertising) and found myself getting really excited.” She explains:
So she tried to run the campaigns herself, but it was a miserable failure. Noi knew she could do more, so she looked for a job where she could learn how to leverage PPC. She started working at an ad agency in Beersheba, and eventually moved from there to Tel Aviv. “I've held a variety of roles, from PPC campaign manager to team lead, and now I'm the Head of Digital Advertising at Adcore.” Noi says with a smile.
coming out
“She asked me, 'Do you have a girlfriend?' and I said, 'She does. Oh my god, everyone knows her,' and I cried for 30 minutes.”
Like all Israelis, Noy joined the army at age 18 and served for two years. It was then that her relationship with the scout girl ended, and she still kept it all to herself. She recalls: “If you ask my mother, she'll say she can't take this anymore.”
“So one day my mom took me to Aroma,” where Noi's mother questioned whether her friends were dating. “Then she asked me, 'Do you have a boyfriend?' And I said, 'I know her. Oh my God, everyone knows her,' and I cried for 30 minutes.”
Noi's mother ended up being “the coolest person on the planet about this,” she recalls her mother saying. “I will tell your father, but you have to tell your brother and sister.” This meant that Noy had to fly to China to personally tell his brother, who was stationed there at the time.
Workplace challenges
When asked about challenges at work, Noy responds: “At my previous workplace, I was sometimes the butt of jokes because I was a lesbian. One day, one of my bosses turned to me and laughed, and said, 'Oh, you're just a lesbian.'”
Years ago when Noi was working in the restaurant industry, some of her coworkers told her similar things. She remembers them saying: “I'm not listening to you because you're a lesbian. I'm not listening to you because you're a lesbian.”
Still, Noi remains optimistic about society, feeling that people are becoming more tolerant on the issue. “Now, it's not very similar to what I went through. Teenagers don't have to face the challenges I went through. Society is slowly moving forward on this issue and not pushing us back.”
How can the rest of us support LGBTQ people in more meaningful ways?
Noy feels that “the first thing we all need to do is stop using the word 'gay' as an insult,” as in her experience, this is the most common insult surrounding the word. “And no one thinks for a second about whether there are gay people around them. If they don't come out, they might not come out.” Noi is afraid. She believes we can all change our language. “Just don't make a big deal out of it. It's no one's business what my sexual orientation is.”
LGBTQ Sources of Inspiration
Noy has no hesitation: RuPaul is her biggest inspiration. His TV show “RuPaul's Drag Race” brought the diverse world of LGBTQ people into people's living rooms, and Noy was an avid watcher of the first season as an eighth-grader. “I was learning so much about my community,” she says. She added: Noy feels the show has opened doors to the LGBTQ community and helped outsiders. “Get to know us and see how colorful we are.”
LGBTQ Inclusion and Advancement in the Workplace
“Don't put us on the outside. We are part of everything.”
When asked about his experience working at Adcore, Noy said: “I am a member of the LGBTQ community and one of the leaders in the company, so I think this is a good start.” She added that she has never felt different or less equal because of her sexual orientation. Adcore.
Noi feels that her workplace is very supportive. “I know they're not just doing it for show. My manager cares about me. He supports me being a part of this culture and community.” She thinks, “This is the best thing we can do to support the LGBTQ community. Just don't leave us out. We're all part of it.”
How to keep innovating
For Noi, bringing innovation to Adcore's digital marketing strategy is a top priority. She has a deep understanding of AI and machine learning and sees their huge potential in advertising. “AI has the power to revolutionize our lives. Campaign targeting, personalization and optimization It allows us to predict consumer behavior in real time, optimize bidding strategies and deliver targeted advertising.”
The Future of Digital Marketing
Looking ahead, Noi says one of the main trends she predicts is “The continued growth of AI-powered marketing solutions is what we're going to see,” she predicts. As AI advances, ad campaigns will become more automated and personalized, “enabling us to deliver targeted, relevant messages to consumers across multiple channels.”Based on industry trends, Noy said, Multi-Channel Marketing The strategy is critical as consumers increasingly expect seamless experiences across online and offline touchpoints. “Adcore will continue to help our clients engage with their audiences wherever they are, delivering consistent brand experiences that drive engagement and loyalty.”
Noi believes that sustainability and ethical marketing practices will become even more important given the current climate. “As consumers become more concerned with environmental and social issues, brands need to adapt.” She explains: “We look forward to Adcore leading the way in promoting transparency, trust and responsible advertising practices.”
Specialized field
Noi is a strong-willed and passionate person. “I don't think my passion for PPC has ever waned. Every day I find myself more and more fascinated with PPC, the platform, the tables and the numbers. Nothing excites me more than seeing my clients happy with the results.” She explains: PPC allows you to reach a larger, more diverse audience. audience.
Noi feels that if these themes don't generate such enthusiasm in others, then PPC may not be the right direction for them. For Noi, her energy and motivation are what drive her work, “If you ask me what I'm passionate about, number one, it's results.”
She recommends that marketers ask themselves if they know how to use the major advertising platforms and how to work together. For her, it's about learning how to use them. Google Ads The circle is completed by Facebook Ads, Criteo, RTB House, Outbrain, Taboola, and others. “Today, this is a very big industry with huge innovations happening every day. For me, it's a great place to be because it's never boring.”
Tips for those who want to master PPC
Noi believes that believing in yourself is the first step. She adds: “Be curious about how your ads work and how your audience responds.” Noi encourages staying on top of numbers and the latest trends, but understands that not everyone is passionate about this aspect of marketing. He remembers a saying from his days working in the restaurant industry: “Not everyone can carry a tray.”
Advice for LGBTQ people looking to start their careers
“The power is in our hands. No matter what, we should give the world our colorful and meaningful selves.”
“Same for you.” Noy says: “You may be better than those around you because you've had to go through something that no one should have to go through.”
When it comes to job interviews, Noi says LGBTQ people should stay calm, stay strong, and be themselves, explaining that she has never felt the need to hide during an interview. “I always told people I was a lesbian because I wanted to know how future employers would react to that.” Because they did not respond as she hoped, Noy did not continue with the interview process.
She added: “The power is in our hands. No matter what, we should give the world our colorful and meaningful selves.”
This article was written in partnership with Adcore.
