For many, Yafit Greenberg, who passed away this morning (Tuesday) from cancer, was G. Yafit, this woman from television who recommends products and has been imitated.
But the order of magnitude her business has reached has been impressive.
In 2013, many were surprised when she negotiated with Ron Lauder for the acquisition of his share of Channel 10, but those who followed her motivation, organizational skills and matter-of-fact and humane approach to the environment - were not surprised.
Greenberg was born in Bnei Brak as Yaffa Maimon. Her business path actually began with the invention of a new concept of content marketing articles. She tested products and wrote paid articles about them. Its business breakthrough began when it brought this concept to television, with the start of the operation of the first commercial channel "Channel 2" in 1993. From there she continued as an advertiser for the largest companies in the economy, while she herself served as a presenter in their advertising.
In 2014, Greenberg acquired Steimatzky together with a group of investors. According to market estimates, they bought the book chain without transferring consideration, but against liabilities amounting to about NIS 100 million. As an entrepreneur at heart she has been involved in companies in many fields. Companies owned by her initiated and built in the real estate field, including the prestigious "Antokolski" project in Tel Aviv, built in the Bauhaus style. Last June it exercised an option and through its Steimatzky company completed a 12.4% stake in the Golf fashion chain for NIS 1.1 million. Her son, Eyal Greenberg, has been appointed CEO of the chain.
Her advertising skills are evidenced by Ilan Shaked, who worked with her as the marketing and purchasing manager of the pharm field at SuperPharm.
"She was original, agile and a performer. But she stood out in her humanity," he says.
"When my daughter got into a complex medical situation, when she was in first grade, she really took it personally. As someone who was close to Rabbi Yaakov Yisrael Ifergan (" the X-ray "), she begged me to accompany her immediately to the rabbi. "Six years later she also attended her bat mitzvah celebration. I will of course never forget it for her."
"She was full of humanity."
Ilan Shaked,
Shaked says that even after he finished his role at SuperPharm, he continued his relationship with Greenberg in her hat as the owner of the Steimatzky chain.
"She was an energetic businesswoman, but there were many things she did out of her kindness and not just from business considerations," he says.
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