From industrial engineering to AI-native growth leadership.

I'm a growth executive and strategic builder with 15+ years of experience leading cross-functional marketing and technology initiatives across B2B SaaS, e-commerce, and consumer platforms. I'd describe myself as a rare blend of macro-business strategist and hands-on executioner - equally comfortable setting a multi-year GTM strategy with a C-suite and personally rebuilding a broken attribution pipeline.

My career began in 2008 at G-Stat as a Data Scientist & Analyst - building statistical predictive models, customer segmentation, and revenue forecasts, cutting my teeth on data and systems before I ever ran a campaign. My online marketing experience started at HY Enterprise, running paid search and online marketing across B2C, D2C, and B2B accounts.

From there I moved into global mobile advertising at EZmob, then built out scalable acquisition infrastructure as PPC Department Manager at Toyga, where I managed budgets of $500K-$600K per month and mentored the media buying team.

I then took on my first major growth leadership role as Head of User Acquisition at LivePerson Consumer Group (Kasamba), directing multi-channel acquisition strategy with budgets exceeding $1.5M per month across Google, Meta, Reddit, and Quora - and building the enterprise analytics architecture (Google Analytics 360) to back it up. From there I led global marketing at Paint Your Life as the company scaled past $2M in monthly media investment, building a marketing organization from scratch.

As Director of User Acquisition & Strategic Growth at vcita, I designed hybrid PLG and SLG growth programs for a market-leading SMB SaaS platform, working hands-on with product, design, and engineering teams to optimize onboarding and activation.

Since 2023, as VP Marketing & Growth at CommPeak / Riset, I've operated as an AI-native systems architect - re-engineering the company's entire marketing stack around GenAI tools to compress execution cycles from days to hours, while owning end-to-end demand generation, GTM strategy, and revenue forecasting. I was an early adopter of Generative Engine Optimization (GEO), building strategies to capture intent across LLM-based search and discovery.

My formal education is in Industrial & Management Engineering at Afeka College of Engineering, where I built a foundation in systems thinking, process design, and operational efficiency - a lens I've carried into every marketing organization I've built since. That engineering instinct shows up in how I run marketing today: as a system to be measured, instrumented, and continuously optimized, not a series of one-off campaigns.

Beyond that degree, my studies arsenal also includes philosophy, law, economics, and basic programming - pursued without a degree, but each still shaping how I think and operate.

Beyond the day job, I'm a committed storyteller - passionate about using data, human stories, and digital communities to shape narratives that matter, including a strong personal dedication to Zionism and to improving Israel's image on the international stage.