Adaya Friedman is an Israeli-born professional who has become involved in the development and public-facing activities of the Jewish community in the United Arab Emirates. Based in Dubai, she has worked as Project Development Manager at Jewish UAE since February 2022.
Her role focuses on project development, marketing, public relations, social media, digital communications and event management, placing her among the professionals involved in building the public image and organizational presence of the Jewish community in the UAE.
From Israeli Marketing to Jewish UAE
Friedman began her career in Israel in marketing, advertising and project management.
She worked as a Project Manager at Supersonas, followed by a Customer Manager position at G-CONVERSATION. From December 2020 to January 2022, she served as Brand Manager at Tempo Beverages Ltd, where she worked on the Barkan wine brand and was involved in marketing, consumer engagement, business analysis and brand development.
In February 2022, she moved into her current role at Jewish UAE in Dubai, bringing her previous experience in marketing and brand management into the development of Jewish community activities in the Emirates.
A Role in High-Profile Jewish Events
One notable example of Friedman’s work in the UAE was her involvement in the planning and production of the wedding of Rabbi Levi Duchman and Lea Hadad in Abu Dhabi.
Friedman wrote on LinkedIn that she participated in organizing the event, which attracted approximately 1,500 guests from around the world. The event brought together Jewish, Muslim and Christian attendees and became a highly visible example of the expanding Jewish presence in the UAE.
Education
Friedman studied at Tel Aviv University, where she earned a BA in Film/Cinema/Video Studies between 2016 and 2019.
Her combination of media studies and professional experience in marketing, communications and event management closely aligns with her current responsibilities at Jewish UAE.
Adaya Friedman’s Family
Friedman’s immediate family also has professional and public-facing backgrounds.
Mother: Sarit Friedman-Brezniak
Sarit Friedman-Brezniak works in organizational development, management development and change leadership. She has also publicly discussed her later entry into modeling and acting.
Public social-media profiles & Contact:
Facebook:
https://www.facebook.com/sarit.friedmanbrezniak
Facebook:
https://www.facebook.com/profile.php?id=100063693541314
Instagram:
https://www.instagram.com/sarit_model/
Contact:
+972544295777
fbsarit@gmail.com
fbsarit@orange.net.il
Husband: Lior Mendel
Adaya Friedman is married to Lior Mendel, a senior adidas executive whose career has included several management positions in Israel and Dubai.
Mendel currently serves as Senior Category Manager – Football for adidas in Dubai, focusing on emerging markets. He previously held positions including Category Management Manager, Marketing Operations Manager and Category Manager.
Public profiles:
LinkedIn:
https://www.linkedin.com/in/lior-mendel-05205716a
Facebook:
https://www.facebook.com/lior.mendel
Instagram:
https://www.instagram.com/liormen/
Sister: Inbal Friedman
Facebook:
https://www.facebook.com/inbal.fridman.1
Brother: Roi Friedman
Roi Friedman is identified as Adaya Friedman’s brother.
Facebook:
https://www.facebook.com/roi.friedman.9
A Professional Bridge Between Israel and the UAE
Adaya Friedman’s career illustrates the emergence of a new professional network connecting Israel and the UAE following the normalization of relations between the two countries.
Her transition from Israeli commercial marketing and brand management to Jewish UAE’s community-focused work in Dubai highlights how skills traditionally used for corporate branding and marketing are also being applied to community development, public relations, events and international outreach.
With her role at Jewish UAE, Friedman is part of a broader effort to establish and promote the Jewish community’s social and public presence in the Emirates.
Social Media & Contact
LinkedIn:
https://www.linkedin.com/in/adaya-friedman-751574177/
Facebook:
https://www.facebook.com/adaya.friedman/
Instagram:
https://www.instagram.com/adaya_friedman
Contact
adaya@jewishuae.com
+972542233944
Of Course, That’s not all we know!
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