gendelman was appointed as consul and second secretary at the israeli embassy to canada in 2003 and served there until 2007. he returned to israel, assuming the role of deputy director of the arab press and public diplomacy division of the foreign ministry. in 2008 he became the division's director and in this capacity was responsible to crafting and managing the foreign ministry's public diplomacy campaigns to the arab world and served also as the ministry's spokesman to the arab media.