Founder & CEO, Vibe Israel
Joanna Landau was born in London and moved to Israel with her family when she was 5 years old. After serving in the IDF as a paramedic, she read law at Cambridge University where she gained BA and MA degrees. Joanna also holds an MBA, cum laude, from the Herzlia Interdisciplinary Center in Israel. Joanna worked as a lawyer in the high-tech industry and established two Internet start-ups based in Tel Aviv.
In 2009, Joanna founded Vibe Israel (formerly Kinetis), to change the way people think and feel about Israel. She is also on the Board of Directors of Vibe Israel USA, Vibe Israel’s 501(c)(3) partner in the U.S. In 2016 Vibe Israel was a finalist in a prestigious international competition by City Nation Place, the global forum of place branding experts, for the Best Use of Social Media in Place Branding Award.
Joanna is a governor of Tel Aviv University, a member of the International Education Committee of Taglit-Birthright and the Advisory Committee of Innovation Without Boarders, and a Director of Tel Aviv Global & Tourism. In 2015 she was shortlisted for the Rappaport Prize for a Change Making Woman, and in 2017, Joanna was chosen by Forbes Israel as one of the fifty most influential women in Israel.
She lives in Tel-Aviv with her husband and three children.
President & CEO, Vibe Israel USA
Becca Hurowitz is the President & CEO of Vibe Israel USA, an organization that works with the North American Jewish community to share Israel’s story with the world. Our mission is to energize and inspire young people around the world about Israel by harnessing the power of social media and country branding methodologies.
Becca was previously the Associate Director for Campaign and Missions for the Jewish Federation of Greater Pittsburgh, where she oversaw the Federation’s $13.7 million Annual Campaign Becca crated a strategic missions program for the Federation, leading missions to Israel, Argentina, Cuba, Prague, Budapest, Morocco and more. She is passionate in advocating for the importance of Jewish travel experiences.
Becca is a Wexner Heritage Program participant, and received the Ira and Nanette Gordon Professional Achievement Award in 2019. She is on the Advisory Committee of Repair the World in Pittsburgh and an active parent liaison for Emma Kaufmann Camp and the JCC of Greater Pittsburgh. Becca lives in the Regent Square neighborhood of Pittsburgh with her husband and 3 children, who attend an environmentally-focused charter school and are second generation JCC overnight campers. She and her family can be found hiking in Frick Park or hosting neighborhood parties. Becca is a passionate music fan who has been to hundreds of concerts.(Photo Credit: Josh Franzos)
Chief Operating Officer, Vibe Israel
As COO, Mayrav acts as the right hand to Vibe Israel’s CEO in various aspects of the organization, implementing internal strategy and managing stakeholder relations. Prior to joining Vibe Israel in 2017, Mayrav worked as a corporate attorney, specializing in high-tech, M&A and capital markets.
Mayrav holds an LLB from Tel Aviv University and is currently studying for her Master’s Degree in Inter-Religious studies. In her spare time, Mayrav is a member of the Generator - Midburn’s platform for encouraging social activism within the Israeli Burning Man community. She is also addicted to Malabi and audiobooks.
Director of Vibe Tours, Vibe Israel
Tamar has been working at Vibe Israel since 2016. After having "the best job in Israel" for two years (being a tour manager at Vibe Israel) she's excited to take on the role of Director of Vibe Tours and to pass the tour managing torch to the next generation. Tamar is in charge of all tours and events hosting digital influencers on incredible and unique tours of Israel.
Prior to joining Vibe Israel, Tamar had given up the idea of having a career in jazz music and gained social media marketing experience while working as an accounts manager in digital advertising companies.
When she's not thinking about tours, influencers and food, she studies Communications and History in The Open University, walks her dog Bambi and thinks about what to eat for dinner.
Vibe Academy Manager, Vibe Israel
Lipaz Ela is the Vibe Israel Academy Manager. She is responsible for developing our training, workshops and lectures. In her previous positions, Lipaz served as the Jewish Agency Israel Fellow at UCLA and was in charge of all Israel engagement, programming and experiences at Hillel. She also supported students at Stanford University and the University of Cape Town through their Israel programming on campus, and created various seminars for engaging the young generation with Israel in the U.K and Mexico. Lipaz holds a BA in Political Science and currently studying for her Master’s Degree in Pluralistic Jewish Education.
Vibe Tours Manager, Vibe Israel
Bar is Vibe Israel's newest team member, and just got "the best job in Israel" (objectively speaking). She’s excited to begin her journey as a Tour Manager, where she will be in charge of planning and carrying out the tours, top to bottom.
Before joining Vibe, Bar was the Editor-in-Chief and Community Manager of ‘Maveze’ website, a blogging platform dedicated to Millennials, and worked as an assistant to Avi Nir, Keshet 12's CEO.
In her free time, Bar studies at The Open University, works out, reads and watches loads of Netflix.
Vibe Tours Manager, Vibe Israel
Maya is our newest addition to the Vibe Israel team, joining our growing tour department to manage influencer tours to Israel. She recently graduated with a BA in government diplomacy and strategy from the IDC Herzliya - International School which makes her a perfect fit for us.
Born and raised in Tel Aviv, Maya is definitely a city girl. She even operates her own business for beauty services and an Insta account with 12K followers.
Digital Content Manager, Vibe Israel
As our Digital Content Manager, Tom is in charge of all aspects related to digital - social media, our websites and several exciting projects. Prior to joining Vibe Isreal, Tom has worked for Shenkar College, The Ministry of Foreign Affairs and Maariv Newspaper.
When She finally unplugs from the computer, Tom is busy finishing her MA in art history and playing Lego with her 3 year old son, Geffen.
Office Manager, Vibe Israel
Aya is the first face you will see and the first voice you will hear when you contact Vibe Israel! As Office Manager, she takes care of all the administrative aspects of our activity.
Aya has a decade of experience in the field of administration, office management, and as a personal assistant.
She is also the proud mother of Adar, a lovely 9 year-old girl.
Michelle joined the Vibe team in 2020. Prior to working for Vibe Michelle was the Development Coordinator at the Jewish Federation of Greater Pittsburgh for a year and a half. Before moving to Pittsburgh, Michelle lived in the Philadelphia area and worked as a property manager in New Jersey for 14 years. She decided to make a major career change in order to focus more on her daughter so when her husband, David, was offered a job in Pittsburgh, they relocated and Michelle moved from the for-profit world into the extremely fulfilling non-profit world. Michelle, David and their daughter Ella live just north of Pittsburgh. (Photo Credit: Josh Franzos)