Lazer Cohen

Founder and CEO

Lazer is the CEO 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.

Gavriel Cohen

Vice President

Gavriel is Vice President of Concrete Media. Originally from New York City, he did a year and half voluntary service in the IDF as a combat soldier in 2009, before emigrating to Israel in 2013. He studied at Tel Aviv University, where he earned a BSc with honors in Computer Science and Physics. He worked as a Software Developer and Team Leader at Wix for 6 years. With a keen interest in the intersection between Tech and Media, he closely follows trends in Machine Learning, CyberSecurity and Software Development.

Ali Goldberg

Account Manager

Ali is an Account Manager at Concrete Media. She graduated with honors in Political Science & Journalism from San Diego State University. Her curious personality drove her to Israel, where she taught children English and was enamored by Tel Aviv's startup culture. Ali began blogging and managing clients' social media, which led her to a marketing job at a hardware manufacturer. She fell in love with the pursuit of knowledge and finding an interesting angle for every story.

Zack Rothbart

Senior Strategist

Zack Rothbart is Senior Strategist 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.

Rachel Lejderman

Account Executive

Rachel is an Account Executive at Concrete Media. She made Aliyah in 2019 and served as an NCO in the IDF Spokesperson’s Unit. She then pursued a BA in Geoinformatics and Linguistics, merging her interest in practical technology applications with her passion for language and writing. She also worked for the Ministry of Aliyah and Integration, where she supported their PR department, helping to craft clear and understandable communications for new immigrants to Israel. Rachel is motivated by her strong passion for Israel’s tech ecosystem, and drafting dynamic communication strategies.

Hannah Yoken

New Media Manager

Hannah is a New Media Manager at Concrete Media. She graduated with honors from Washington University in St. Louis with a degree in International Relations and Business. After becoming fluent in Spanish while teaching English in Granada, Spain, she moved to Israel to continue working in education and joined a marketing team focused on outreach connecting young adults to Israel. After making Aliyah, she pivoted into Israeli tech, leveraging her love for storytelling to highlight the region's groundbreaking advancements.

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.

Julia Bocharov

Human Resources Manager

Julia is the Human Resources manager at Concrete Media. She grew up in Ukraine and emigrated 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.