Alister is Rachel Doades: fractional VP of Marketing for Israeli B2B tech companies selling to the US and EMEA markets. Rachel embeds in your business and builds the marketing foundation your sales team needs to win.
You're building product, raising funds, and closing deals. Marketing happens in whatever time is left (which is never). Your board wants a strategy, but you don't even have time to think about it.
You need to bring in qualified leads and fill the pipeline, but you don't even know where to start. Every day without results feels like falling further behind.
Your VP Sales knows prospects don't immediately get the value prop. Deals stall on messaging. Your team wastes time re-explaining what you do on every call.
For a company at your stage, a full-time marketing hire is a significant commitment, especially before you've validated the strategy. There's a smarter way to get the leadership you need.
How I Work
Strategic leadership + hands-on execution. Not consulting. Not an agency. Your embedded marketing leader.
Most marketing efforts fail because the foundation is wrong. I start with positioning and messaging: who you are, who you're for, and why international buyers should care. If prospects don't understand your value in 5 seconds, no amount of campaigns will save you. I fix that first.
I don't write strategy decks and disappear. I embed with your team, make decisions, hire and manage freelancers and vendors, and get campaigns into market. You get VP-level strategic thinking with the execution oversight to make sure the marketing machine runs smoothly.
When positioning is clear, everything gets easier. Sales conversations shorten. Prospects immediately understand the value. Your team stops re-explaining and starts closing. A well-aligned marketing function is one of the most powerful things you can give your sales team.
"Alister has a rare ability to connect business strategy with creative output. Every project is grounded in what actually drives results."
"Working with Alister transformed how we present Lightico to the market. They have an exceptional ability to take complex ideas and turn them into messaging that truly lands with enterprise buyers."
"Alister brings together strategic thinking, creative instinct, and a genuine understanding of what B2B companies need. They deliver outcomes that move the business forward."
If your team spends the first 20 minutes of every demo explaining what you do, that's a positioning problem.
Book a discovery call to see how your B2B tech company can connect with US and EMEA buyers
Build messaging that lands with US buyers
Drive outcomes, not just awareness
Accelerate your go-to-market success.
A fractional VP of Marketing is an experienced marketing leader who works with your company on a part-time, embedded basis, typically 20–30 hours a month. You get the strategic thinking, decision-making, and leadership of a senior VP without the $200K+ salary, equity, and 6-month recruitment process. I become part of your team, own your marketing function, and report directly to you or your board.
Israeli B2B SaaS companies with 10–50 employees who have strong products but positioning that doesn't resonate with enterprise buyers. You might be a seed-stage startup getting traction, or an established SME that's been selling internationally for years but knows your marketing could be working harder. What you have in common: a viable product, board pressure for marketing results, and no dedicated marketing leader.
Agencies execute. Rachel leads.
An agency will run your campaigns, manage your content calendar, and report on metrics. But they won't tell you your positioning is wrong, push back on your CEO's messaging instincts, or walk into a board meeting and own the marketing strategy. Alister does all of that.
Because the way Israeli companies naturally talk about their products is almost perfectly calibrated to lose American buyers. Israeli founders lead with technology, architecture, and features. US enterprise buyers care about business outcomes, risk mitigation, and whether you understand their world. Most fractional CMOs can fix your tactics. I fix the underlying disconnect, because I understand both sides fluently.
Yes - in fact, this is one of the most effective partnerships. Your VP Sales often knows the positioning is off (they hear it from prospects every day) but can't fix it themselves. I work closely with your sales leadership to align positioning, refine messaging, and make their job easier. When sales productivity improves, your VP Sales becomes a powerful advocate for continuing the engagement.
Yes. If you have a junior marketer or a content person executing without strategic direction, I can come in as the senior layer above them to develop strategy, prioritize the roadmap, and give them the leadership they need to do their best work.
We start with a 30-minute discovery call — no pitch, no pressure. I'll ask about your company, your market, and where your marketing is today. You'll get a sense of how I think and whether my approach matches what you need. If there's a fit, I'll put together a scoped proposal. If there isn't, I'll tell you honestly and point you in the right direction.
