Aliza Licht Leads 35 Women Executives on ‘Extraordinary’ Mission to Israel
Becoming an activist for Israel and the Jewish people wasn’t on brand for Aliza Licht. Maintaining personal brand guardrails on social media was fundamental to Aliza’s philosophy as the Founder of multimedia brand and consultancy Leave Your Mark, an award-winning marketer, bestselling author, and podcaster. That all changed on October 7th.
“When I posted my first video for Israel on October 7, 2023, it felt like the right thing to do,” Aliza says. “All four of my grandparents were Holocaust survivors, and October 7th was a new genocide against Israelis. What I didn’t know was that standing up on that horrific morning would quickly evolve into a permanent role. I stopped consulting, ended my book tour, paused my podcast, and turned my attention completely to Israel’s fight.”
Aliza has since emerged as a trusted and essential voice for the Jewish community when so many are silent or lack the chutzpah required for this moment. Now her unapologetic advocacy on social media has brought her from NYC to Israel, where she recently led the initiative to bring a group of women executives on a mission trip she describes as nothing short of extraordinary.
“Over the course of four days with this remarkable group of 35 women on the Israel Tech Mission, I felt a deep sense of validation. I knew I was on the right side of history, but being with Jewish women and Christian allies who share my passion for Israel’s survival and the Jewish people’s future was an incredible source of strength,” Aliza says.
Eager to learn more, I asked a few of the participants to share their experience on this important and meaningful trip.
What experience from this trip was most impactful to you?
It’s hard to pick just one, because the trip had such a monumental impact. But, meeting Rom Braslavski’s mom Tami at the Back to Life trauma recovery clinic at Sheba Medical Center and having an intimate audience with Rachel Goldberg-Polin in Jerusalem are imprinted on my soul. Tami told us how she said the Modeh Ani, Shema, and Psalm 23 every morning while Rom was held captive, and Rachel talked about several of her daily practices of prayer. When I returned home, I put the Modeh Ani and Shema by my bedside so that these are the first things I say when I open my eyes.
Margie Cader / Public Relations / Toronto, ON
. . .
So much of this trip transformed me, from the graciousness of the people to the beauty and history of the country and getting to visit and touch these historical spaces. But the most personally impactful part of my trip to Israel was witnessing firsthand the truth behind so many of the falsehoods that are told about the country. Being there in real time allowed me to see the genuine coexistence that exists between Muslims and Israeli Jews, people naturally living and working side by side, inclusively. It is shocking that, based on what I personally witnessed, Israel would be accused of apartheid. What struck me most was how truly inclusive and diverse the State of Israel is, especially when contrasted with the blatant lies perpetuated by much of the world. Seeing the reality with my own eyes was profoundly moving and reaffirmed my commitment to speaking truthfully about what Israel genuinely represents.
Georgianna Junco-Kelman / Attorney / Calabasas, CA
. . .
This has been a lonely fight, but learning from former colonel and geopolitics expert Miri Eisin, Dr. Noya Shilo, head of the returned hostages’ clinic at Sheba Medical Center, Nova survivor Noa Beer, the powerful mothers of hostages, Rachel Goldberg-Polin and Tami Braslavski, and First Lady Michal Herzog, gave me renewed clarity and inspiration.
Touring the destruction of Kfar Aza with a local resident was harrowing. Meeting with IDF soldiers on a base revealed not only their deep love for their country but also their unwavering hope. I was profoundly moved by their strength, humility, and genuine passion for one another and for Israel. Seeing Arab Israelis living side by side with their Jewish neighbors was a powerful reminder of what coexistence can look like.
Aliza Licht / Founder of Leave Your Mark, Author, & Podcaster / NYC
. . .
It will sound like a cliché, but most impactful was the group of people. Having visited many times before, I found it deeply moving to see the country through the eyes of a group of women—many of whom had not been back since October 7th, in the last decade, or were visiting for the very first time. Witnessing their awe, emotion, and raw connection reminded me just how remarkable the people and spirit of Israel are.
We often say there’s something in the water there, and this trip truly solidified that feeling for me. Beyond the places we visited and people we met with, it was the sense of unity and shared purpose—connecting with like-minded individuals, both Jews and allies alike, at a time when we’re all seeking a safe and understanding space to work through our emotions that made this mission so meaningful. It was exactly what I had hoped for when I signed up, not knowing a single person beforehand and walking away with a group of women who I get the sense will stay in touch and work together to further our efforts on Hasbara and accurate information sharing that can lead to action, for years to come.
Heather Miller / Private Equity / Greenwich, CT
What did you learn on this trip that surprised you?
What pleasantly surprised me most on this trip was how eager everyone was to learn and engage—this was not a group of women phoning it in or treating this trip as a spectator sport. It was a powerful reminder that we shouldn’t be afraid to speak up and must reach beyond conversations with “the converted” to share with broader audiences who may not yet understand or appreciate the nuances of what’s happening. I was also struck by how many women on the trip shared personal stories of direct and blatant antisemitism they’ve faced in their own hometowns or in their workplace over the past two years—an unsettling reality that underscores the importance of education, awareness, and solidarity.
I want to say I was surprised by the resilience of the people we met in Israel after all they’ve endured, but in truth, that strength is something I’ve come to expect and deeply admire. No matter the challenge, Israelis rally together, support one another, and hold steadfast to the understanding that while we as a Jewish people have suffered before and may suffer again, we will always emerge stronger and more united. A reminder to the Jews of the diaspora to keep fighting for what we know is right. Now, if only we could convey that same spirit in the ongoing social media battle, where we so often find ourselves on the back foot…!
Heather Miller / Private Equity / Greenwich, CT
. . .
I was not sure how safe I would feel but I felt completely at ease and did not feel one iota of apprehension regarding safety, to a surprising degree. I felt so comfortable and fully protected exploring the country.
Georgianna Junco-Kelman / Attorney / Calabasas, CA
. . .
So many things! How at home I felt upon arrival. How easy it was to get there. How incredible and resilient the people are. How vibrant and alive Tel Aviv feels. How impressive Israel’s young people are. How safe I felt. How deeply the country and its people have been impacted by the war. There wasn’t a person I met that didn’t have a story to share. It was beyond inspiring to meet so many people who put their lives on the line to protect the State of Israel, the people they love, and the world at large.
Margie Cader / Public Relations / Toronto, ON
How did it feel to be in Israel at this moment in time, so soon after the long-awaited return of all living hostages?
It was nothing short of electric. There was a palpable lightness and joy in the air—an energy that felt entirely different from my last visit six months ago. The tayelet was crowded, beach volleyball courts were full no matter the time of day, and there was a renewed sense of life and connection everywhere you looked. The IDF soldiers we spent time with were engaged, open, and talkative, embodying a spirit that felt like the Israel I remembered from more than two years ago.
After so much collective pain and uncertainty, being there at this moment—so soon after the long-awaited return of all living hostages—was both deeply emotional and profoundly hopeful. Still, we cannot lose sight of the remaining souls in Gaza, but this felt like a profound step in the right direction where much of the country was able to take a collective breath and embrace one another.
Heather Miller / Private Equity / Greenwich, CT
. . .
From the minute I set foot on the plane, I was filled with excitement. For two years, there wasn’t a day when I didn’t think about Israel or the hostages. To be able to visit so shortly after the remaining living hostages returned home was incredibly meaningful. It felt like the country was breathing a collective sigh of relief and that there was optimism in the air despite Israelis desperately awaiting the return of the deceased hostages.
Margie Cader / Public Relations / Toronto, ON
. . .
It was an incredible privilege to be there and to see first-hand the pride and the relief to have them finally return home—to experience the solidarity, value and loyalty that Israelis feel toward their country and their people, regardless of the political divide. It gave me solace to witness the level of resilience, unity and certainty that fighting for Israel is a universal, unwavering tenet of the people. It assures you that Israelis will fight for their country, which is critical for the sanctity of Judaism and the preservation of Jews all over the world—and in complete unison, despite any differences they politically harbor. The preservation of Israel for them is non-negotiable and it was comforting to see there is no divide or compromise in that.
Georgianna Junco-Kelman / Attorney / Calabasas, CA
For those who have never been to Israel, are reluctant to travel there, or have preconceived notions about the country—what would you like them to know?
GO immediately! It is a gift to experience for yourself the sacredness of 3000 years of history, to witness the indomitable, unstoppable will, spirit and unshakable resilience of a people, young and old, to fight for their land and their incredible gracious hospitality to share it with you when you are there. The people are welcoming, gracious, inclusive and incredibly thankful to have you there and help them tell the world the true story of Israel and its beautiful people. I felt transformed and grateful for the most beautiful trip of my life. I cannot wait to return.
Georgianna Junco-Kelman / Attorney / Calabasas, CA
. . .
Book your plane ticket and do not look back. It may sound like another cliché, but I genuinely feel safer walking the streets of Tel Aviv than I do in New York City, London or Paris—at any time of day. There’s a sense of community and shared responsibility in Israel that creates an unspoken layer of comfort and trust. The notion that life is short is unspoken and yet hangs over every conversation. Despite everything the country has endured, people look out for one another—it’s a familial culture with collective resilience that translates to an environment that feels both secure and deeply human.
Heather Miller / Private Equity / Greenwich, CT
. . .
I felt safer in Tel Aviv and Jerusalem than I do in Toronto. For years, I had built up this idea in my head that ‘it’s so far away,’ ‘it’s such a big trip.’ When I was standing on the boardwalk in Tel Aviv on my first day, I couldn’t believe it took me 50+ years to get there. It felt like the easiest trip and not far away at all. Set the intention and do it.
Margie Cader / Public Relations / Toronto, ON
As their time in Israel came to a close, Aliza noted a surprising central theme that emerged throughout the trip: nobody complained.
“Despite the nightmare that every single Israeli has experienced and the PTSD that the entire country suffers, victimhood was the farthest thing from anyone’s mind,” she says. “Instead, what I witnessed was resilience, unity, and pride—pride in a country and people so often demonized by lies and propaganda. Israel is fighting the war on behalf of the Western world. This is not Israel versus Gaza. It’s light versus dark and good versus evil. After experiencing this mission, it is clear they will never give up, and neither will I.”
Aliza—the world needs more people who embody your leadership, moral clarity, and conviction to fight for what’s right. Not only have you made it a point to rise to the occasion every day since October 7th, this mission to Israel makes it clear you’re inspiring others to do the same.
That’s a solid personal brand if you ask me.
—
“Becoming an activist was not on my bingo card. It was never part of my personal brand. But I was wrong. Standing with Israel and fighting antisemitism has never felt more on brand for me.”
Aliza Licht, On Being Jewish Now (edited by Zibby Owens)
