"We are prepared to do whatever it takes to help Israeli high tech companies shine."



With over two decades of combined experience as in-house marketing professionals, we are an extension of our clients' marketing teams.

 leadership page new

Susan Cohen, Co- Founder   Monica Maron, Co- Founder

Susan is always on the lookout for new technology companies that are looking for exposure. The only girl in seventh grade that took apart the sewing machine instead of sewing the A-Line skirt, she has a love of the bits and bytes and drilling down to see how things work.

After managing technical teams in large high tech companies in the 128 belt in Boston, she moved over to the communication side using her literature degree from Vassar College when she moved to Israel in the 90's.

Committed to creating customized content on the fly to meet media tastes, she firmly believes the secret to PR success is having a fresh story tailor made for the media. She believes in evolving the messages and finding new angles based on the latest trends and keeps doing it, to keep herself on her toes and to keep people talking.

Having managed dozens of PR companies across the globe working for Israeli multi-national companies including Comverse and NICE, she has maintained strong ties with the best PR talent globally. She believes that in addition to a good story, with the right spin, a highly motivated team executing on the ground is the only way to succeed in getting a steady stream of quality coverage.

Susan's formal education includes a BA in Literature from Vasser College and an MBA from Boston University with a concentration in Information Technology.


Monica has the business drive and global background required to ensure that Spicetree clients get top service and maximum results from their global program 24/7.

A natural-born manager and skilled business professional, she showed early signs of talent, when at the age of twelve she ran the front desk and created the P&L of her parents lighting store chain in Texas. Then right after college she decided to hop across America and sell investment software to any bank manager willing to listen.

Capable of managing the thousand details of the PR business, she can rattle of the latest coverage in Italy and the UK with the same dexterity, and she responds to every customer request at rapid fire speed no matter which day or what hour.

Born in Venezuela, raised in the US, and with university studies in Boston and Paris, Monica was on the move again in the 90's, moving back to Israel where she used her Economics degree to become a Senior Investment consultant for the International branch at Bank Hapolaim. Finding the bank pace a bit slow, she decided to make a carrier shift soon after into high tech.

Previously responsible for managing marketing and PR teams at companies like Comverse, Schema and Safend, and corporate marketing budgets of several millions dollars, she knows how to plan, motivate teams, track results and follow up with every detail so no opportunities are lost.

She believes that customer commitment, responsiveness, attention to detail and meticulous execution is the key to our customers' success and Spicetree's business.

Monica received her B.S. in International Communications and Economics from Boston University and MBA from Boston University, Israel.