Joanna Landau

Founder & Chair of the Board

Joanna is an expert and consultant in country branding and influencer marketing. In 2017, she was chosen by Forbes Israel as one of the fifty most influential women in Israel, and in 2022 she was the recipient of the Forum Dvorah Award for Foreign Policy.

Joanna is a Director of Tel Aviv Global & Tourism, a governor of Tel Aviv University, a member of the International Education Committee of Taglit-Birthright.

Joanna 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 Reichman University in Israel. She worked as a lawyer in the high-tech industry and established two Internet start-ups before founding Vibe Israel and serving as its CEO for a decade.

She lives in Tel-Aviv with her husband, three children and three dogs.

Speaking Engagement

Joanna Landau

As the Founder & Chair of Vibe Israel’s Board, Joanna is the “face” of the organization and recognized nationally as an expert in branding and marketing places. She is invited to speak publicly on many occasions, in English or Hebrew, to audiences large and small. Joanna’s expertise is in the field of country and city branding and marketing, and influencer marketing for countries. Her keynotes include topics such as:

  • Global Perceptions of Israel: Myths vs. Facts
  • Welcome to the Supermarket of Nations: Country Branding 101
  • How to Speak About Israel on Social Media


Romi Barak

Romi brings to her role as CEO of Vibe Israel over twelve years of extensive international operations and management experience in the thriving and high-paced advertising, marketing, and digital healthcare startup industries. Romi has always felt passionate about Israel’s global reputation and actively promotes it, on- and off-line.
Romi holds a BA in Communications and Management, and served in the IDF’s Intelligence corps, working with all the elite units.
She is an intrepid traveler, and lives in Tel Aviv with her husband, their six-year-old daughter and spirited puppy.

Becca Hurowitz

Chief Development Officer

Becca Hurowitz is the Chief Development Officer for Vibe Israel, as well as the co-founder of Givver, a North American-based consulting company. She has been a passionate Israel supporter since her first trip with BBYO in high school.


Becca has been working in the Jewish community and nonprofit space for 25 years. She was the Director of Campaigns & Missions at the Jewish Federation of Greater Pittsburgh for 10 years, as well as working in the JCC movement. She is a skilled fundraiser and community builder and has led missions to Israel, Argentina, Cuba, Prague, Budapest, Morocco and more.


Becca is on the Board of Directors of National Council for Jewish Women and Repair the World in Pittsburgh, PA. She lives in the Regent Square neighborhood of Pittsburgh with her husband and three children.

Becca Hurowitz

As the President & CEO of Vibe Israel USA, Becca is frequently invited to speak at national and local events about the importance of sharing Israel’s story with the next generation. Her keynotes include topics such as:

  •  Confessions of a Jewish Mom: How to Connect Our Kids to Israel
  • Sharing Israel’s Story with the Jewish Next Gen