Noy Assraf built Noyse on a simple conviction: that publicity managed as a system produces outcomes that publicity managed as a checklist never will.

Her path to founding the firm runs through some of the most consequential communications environments in the world. She began her career in the Israel Defense Forces Spokesperson Unit, where strategic communication is not theoretical and the margin for error is close to zero. From there, she joined CRPR, one of Israel’s leading public relations firms, rising to Vice President of Clients and overseeing high-profile accounts including major American Jewish organizations and international press delegations.

She went on to serve as Director of Media Outreach and then Director of Strategic Communications at the Consulate General of Israel in New York, managing public narrative at the intersection of diplomacy, policy, and international press. Most recently, she led publicity for the Geneva Summit for Human Rights and Democracy, one of the most internationally recognized forums for human rights advocacy in the world.