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Batsheva Genut IIuz  is the Vice President of Business Development at Sdema. Before joining Sdema, she worked in the strategic communications industry for 10 years where she served government, corporate, and non-profit clients managing media campaigns, briefing journalists, and training executives for media appearances and presentations.

After moving to Israel in 2002, Batsheva acted as a media consultant to the press department at the Ministry of Foreign Affairs and then served as the international media advisor to Israel’s Foreign Minister (2003-2006). She crafted the Minister's foreign media campaign during the disengagement from the Gaza Strip, the construction of Israel’s security fence, and aided in the Minister’s campaign to strengthen ties with the Arab world. 

Batsheva also served as the Director of International Affairs at the Yitzchak Rabin Center during the years following its establishment, and assisted the executive team in creating the renowned museum.

Before moving to Israel in 2002, she served as the Director of Electronic Media at the Consulate General of Israel in New York where she coordinated media schedules for visiting Prime Ministerial and Ministerial delegations, wrote daily messages, briefed members of the press, lectured widely to professional groups and trained diplomats for media appearances.

Batsheva holds a Juris Doctorate from Fordham University in New York and a Bachelor of Arts in Polirical Science from Barnard College of Columbia University.