Performance marketing executive and startup founder will oversee marketing strategy as the agency expands its AI-focused offerings and prepares for growth in 2027

Moburst, a global digital marketing agency, has appointed Etgar Shpivak as vice president of marketing. Based in Israel, Shpivak will lead marketing across Moburst and its portfolio of brands, helping shape the company’s growth strategy for 2027.

The appointment comes as Moburst increases its investment in artificial intelligence, including the launch of Growth Labs, its AI product unit, alongside Answerburst, an answer engine optimization practice focused on AI-generated responses, and Intercept, an AI-powered social listening platform designed to identify buying-intent conversations and turn them into sales leads.

In his new role, Shpivak will focus on accelerating marketing initiatives, strengthening the positioning of Moburst’s brands, and integrating AI tools and processes into the company’s operations and client services.

Advancing an AI-Driven Marketing Strategy

Moburst plans to place AI more centrally in its marketing operations and service delivery as it prepares for its next phase of growth.

Gilad Bechar, founder and CEO of Moburst, said Shpivak’s experience building and selling an AI advertising technology company would support the agency’s ambitions. He added that the appointment would help bring AI into how Moburst attracts clients, develops its brands, and scales its business in 2027 and beyond.

The company’s recent AI initiatives reflect a broader strategy to expand beyond traditional agency services and develop technology-led solutions for marketing and customer acquisition.

Entrepreneurial Background in AI and Performance Marketing

Shpivak brings experience spanning performance marketing, entrepreneurship, and AI-driven advertising technology. He co-founded Fixel in 2017 and served as its CEO. The company developed an automated audience segmentation tool that used AI to help marketers improve campaign performance. U.S.-listed Logiq acquired Fixel in October 2020, and Shpivak remained CEO until 2023.

Since then, he has founded a privacy compliance company for gaming applications and an AI agency serving small businesses. He has also advised early-stage founders on building marketing operations between seed funding and Series A.

Earlier, Shpivak served as vice president of marketing at Neema, where he helped the digital banking startup grow deposits from zero to millions of dollars in under a year. He also managed digital marketing teams at D-Say Media and Zarmon Group.

His experience includes managing multimillion-dollar campaigns, co-authoring a bestselling digital marketing book, and being named a top global pay-per-click influencer by PPC Hero twice.

Focus on Marketing Innovation and Growth

Shpivak holds an MBA from Ono Academic College, where he leads the digital marketing specialization. He also mentors startups through Techstars.

Commenting on his appointment, Shpivak said his focus would be on helping Moburst build an agency that incorporates AI into both its internal workflows and client offerings. He aims to accelerate the company’s adoption of AI-powered marketing practices as it positions itself for growth in the coming years.