Zack Rothbart

Managing Partner

Zack Rothbart is the Managing Partner at Concrete Media. He previously served as international spokesman at the National Library of Israel, where he created and implemented the institution’s global media relations strategy. Zack enjoys drawing upon diverse experiences and perspectives to help clients tell their stories and maximize their potential. He reads and writes in his spare time, tries to learn something from everyone, and lives in Jerusalem with his endearing and thought-provoking family, for which he is grateful.

Lazer Cohen

Founder

Lazer is the Founder of Concrete Media which he founded in 2014. Originally from Brooklyn, New York, his entry into PR is worthy of a feature story of its own. He co-founded a PR firm in New York in 2009 before moving with his wife to Israel and starting Concrete. He believes a good PR pro is a reporter’s best asset and his decade-long relationships with some of the top tech reporters attest to that belief. Lazer and his wife have five children — who are much more interested in their mom’s floral design business than whatever it is their dad does on the computer.

Rachel Glaser

Senior Strategist

Rachel Glaser is a seasoned communications strategist for startups and growth-stage tech companies who excels at turning nuanced ideas into stories people actually want to read. With 13 years of agency leadership, she specializes in translating complex technologies, including cybersecurity, healthcare, enterprise tech, and fintech, into compelling narratives for journalists, customers, and investors. Based in Israel and working globally, Rachel brings a collaborative, hands-on approach to storytelling. In her free time, she explores the outdoors with her four children, reads, and swims.

Sam Hass

New Media Manager

Samuel is a New Media Manager at Concrete Media. Originally from London and now based in Jerusalem, he brings a background in psychology with a deep interest in communication, narrative, and human behavior. Before transitioning into PR, Samuel worked in the NHS, where he developed a strong foundation in clear communication, client relations, and managing complex projects under pressure. He is particularly drawn to narrative-driven work that helps clients clarify their message and connect with the right audiences. In his spare time, he enjoys martial arts, snooker, and brainstorming ideas for a stand-up debut that may or may not ever happen.

Atarah Gobrin

Strategist

Atarah is a Strategist at Concrete Media. Originally from Canada and now based in Jerusalem, she holds a B.A. in Communications & Journalism, with a minor in Sociology & Anthropology, from the Hebrew University of Jerusalem. Her background spans both agency and in-house marketing experience, as well as strategic communications. She is passionate about turning complex ideas into stories that resonate with the right audiences. In her spare time, she volunteers with foster dogs and is an avid consumer of funny dog videos.

Julia Bocharov

Human Resources Manager

Julia is the Human Resources manager at Concrete Media. She grew up in Ukraine and immigrated to Israel in 2012. Julia holds an MA from Tel Aviv University in English literature and American studies. With a decade of experience in senior management positions in tech, Julia is enthusiastic about collaborating with individuals and developing talent. “I’m inspired by the people at Concrete Media and proud to be a part of the Israeli tech landscape”. In her spare time she loves painting and going on bike rides in nature.