ABOUT ME
Turned on by turning complexity into clarity, breaking challenges down, analyzing them deeply, and connecting the dots in unexpected ways to uncover new solutions.
Patient enough to mentor, blunt enough to bridge gaps, and curious enough to sit with customers until the real problem shows up — that’s what makes features land and stick.
EDUCATIONAL EXPERIENCE
What I’ve Learned
B.DESIGN, PRODUCT DESIGN, H.I.T
2001 - 2005
conceptualize and evaluate ideas, turning them into tangible inventions and products. The goal is to combine art, science, and technology to create new products that people can use.
CX Management Certificate
2021
IDC Herzliya
LANGUAGES
English (Fluent) | Hebrew (Native)
My Roles & Responsibilities
PROFESSIONAL HISTORY
SENIOR AI PRODUCT MANAGER, COMMBOX
2022 - Now
CommBox is an omnichannel customer experience platform trusted by enterprises such as IKEA, Brinks, Clalit Health, and Shufersal. I led AI and automation initiatives, scaling GenAI solutions across enterprise customer support.
Responsibilities:
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Built and led CommBox’s first AI Ops team, serving as the focal point for AI across R&D, Sales, and CS.
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Designed and launched Conversation Summary, driving ₪395K in new revenue and ₪1.5M in annual savings for Shufersal.
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Drove 90% adoption of AI features across top accounts (IKEA, Panasonic, Clalit, Brinks).
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Delivered AI and automation features including Knowledge Base retrieval, AI Agent customization, and voice-enabled support.
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Partnered with enterprise customers in workshops and pilots, converting AI hype into tangible ROI.
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Used tools such as JIRA, Figma, LangChain, Pinecone, and OpenAI APIs to accelerate feature delivery.
SENIOR PRODUCT MANAGER, TORQ
2020 - 2022
Torq is a no-code SaaS security automation platform, enabling SecOps and DevSecOps teams to automate workflows from threat detection to real-time incident response.
Responsibilities:
• Defined product vision and PRDs, leading global rollout of the security automation platform.
• Orchestrated cross-functional teams (design, engineering, GTM) to deliver a low-code builder for security workflows.
• Led discovery with CISOs and SOC teams, translating security pain points into automation templates.
• Introduced measurement frameworks (adoption, retention) to validate workflow effectiveness.
• Worked with analytics and usage tracking tools (Mixpanel, Looker, Amplitude) to guide product decisions.
• Collaborated with marketing and sales teams to position Torq as a category leader in security automation.
SENIOR UX PRODUCT MANAGER, VCITA
2019-2020
vCita is the #1 business management and client engagement app, designed to help small businesses grow.
Tailored specifically for service providers, vCita redefines the way businesses interact with their clients, driving more opportunities from the web, mobile, email and social while empowering clients to self-serve.
vCita includes an online CRM to manage all client communications together with online scheduling, online payments, email & SMS campaigns, lead generating website widgets, and everything a small business needs to drive more business and provide great client service.
Responsibilities:
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Defining quick win features and long term complex projects with attention to every detail and extra focus on user experience.
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Orchestrating cross-team projects - gathering designers, marketing, customer success, product managers and developers.
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Making product decisions based on data & analytics (Mixpanel, Looker, FullStory)
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User research - Initiating phone interviews with SMBs and service providers in the US, F2F meetings with customers on location, listening to Customer success Onboarding calls, reviewing sales team calls and using personas and “Job to Be Done” methodology - to better understand how vCita can make our customers better at what they love doing.
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Initiating design system planning with new design concept for mobile and desktop.
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Working with Sketch to create intuitive UI, and Zeplin and JIRA to communicate it to the squads.
PRODUCT & UX LEAD, ELLR
2017 - Present
Ellr connects motorcycles to their riders, and riders to their communities to enhance safety & security. Ellr brings the power of smart sensors, tightly integrated with social aspects and combined with global connectivity to speed up the recovery of rider and bike in emergency situations.
Ellr raised over 400,000 Euros in less than 2 months and was launched in September 2018
Download from Google Play and App Store here: https://www.ellr.bike/
Responsibilities
Leading application product from concept to development
Definition of user flows using interviews of stakeholders and user stories.
Design of all app screens and UX management.
Defined all the BI data.
PRODUCT MANAGER & CUSTOMER SUCCESS, PRES.GLOBAL
2017 - 2018
We're a group of Software and Ticketing professionals, sporting over 50 years of accumulated knowledge in Ticketing, Entertainment, and Software in over three continents.
Our team introduces versatile innovation in Ticketing, creating a unique product experience, exposing markets to features never available before in such segments - with live deployments in Israel, Europe, and Latin America.
Responsibilities:
Leading a B2B ticketing system UX and flows (CRM, Sales, Access control, management, and monitoring tools)
Defining E-commerce and kiosks (self-service vending machines) UX and UI (B2C)
Project management of all the company’s backlog, tasks and customer’s support tickets prioritization.
Responsible for all customer relations, including mentoring of new features, user onboarding, periodic monitoring the system on customer’s site and customizing the system per each customer demands.
Closely monitor competition, analyze gaps and trends.
PRODUCT & UX LEAD, GENBAND (FRING)
2013 - 2017
A decade ago, fring created an application that allowed people all over the world to communicate with each other on their mobile phones using the Internet. fring was among the pioneers of Peer-to-Peer (P2P) mobile Voice over Internet Protocol (VoIP) and one of the first to offer global interconnection to any phone number in the world at competitive prices. The telecommunications world has evolved, and so has fring. What started as a direct-to-consumer service has now grown to become a strategic enabler for service provider over-the-top (OTT) consumer offerings.
Achivements
Reduced white label creation process. in 24hrs the customer gets branded POC with his name on iOS, Android & Web. A direct impact on sales teams and the company response time to potential customers.
Invented a simple internal QA bot to assist in sanity tests. The tool includes basic features which helps the QA to test the service and UI in less time, without needing an additional tester.
Responsibilities
Drive iOS, Android and web products road map for fring-KANDY, the RTC solution of GENBAND, a global leader in real-time communications software solutions (OTT).
Lead all product management aspects of the company under the VP product, including developing mobile and web, that now serves over a million users worldwide.
Craft hundreds of product requirements (PRD), sales toolkits, UI specs, wireframes and provide direction to a high-performance team of UI developers to ensure best in class user experience (Sketch, Photoshop).
Closely monitor competition, analyze gaps and trends.
Defined monitoring tools to analyze the data to enhance customer’s satisfaction to reach their KPIs.
Recent customers include Airtel, Deutsche Telekom, Idea, PLDT, and a dozen more in Asia and EMEA.
fring apps download page (internal): https://apps.kandy.io/
MOBILE PRODUCT OWNER, NEO GAMES
2011 - 2013
NeoGames offers the most extensive iLottery games portfolio, featuring a diverse set of revenue-generating market proven games with mass market appeal. NeoGames wide portfolio of iLottery games for mobile, provides high entertainment in an optimized experience for Smartphones and Tablets, enabling customers to generate significant revenues from the mobile channel.
Achivements
Increased mobile revenues by 600% in 10 months, which was 15% of the total revenues of these customers on 2012.
Responsibilities
Launched mobile platform from scratch. within 12 months launched 14 mobile games, 6 multilingual whitelabels.
Defining and characterizing mobile games design and user (fun!) experience (Roulette, Scratch cards, Slots).
User’s environment from A to Z - Registration flow, Cashier, games lobby.
Writing feature and requirements documents -BRDs/MRDs/PRDs.
Product focal point to all departments: designers, developers & IT, QA, Projects, CRM, Biz Dev and Sales.
Escorting the product in its whole life cycle from launch and the analyzing phases.
Researching and analyzing strategic and competitive information-finding trends, innovations and changes in the relevant international mobile gaming industry.
Analyzing results, responsibility on P&L reports, customer retention.
Responsible for all mobile platform marketing activities (SMS, banners, emails).
PRODUCT MANAGER, ZLANGO
2007 - 2011
Zlango has created an app that uses an entirely new language based on pictures. Users learn the language, which substitutes pictures for words and phrases and use them to send text messages. Where Zlango is live, users can either download it directly or go through their carriers to use the software. Zlango was available on various platforms, including a plug-in that was implemented on ICQ instant messaging service.
Achievements
Created the product content DB in a manner that can be easily used on our mobile app, which made the product available on mobile. It also reduced localization costs by 50% in over 30 different languages.
Responsibilities
2008 - 2011 | Mobile Product Owner
Reporting directly to the CEO. Matrix mgmt of 4 designers.
Inbound & Outbound Product owner.
Product lifecycle management, including SWOT analysis, focus groups and satisfaction surveys.
Smart-phone and low-end product requirement specs define iPhone, Android, Symbian, and J2ME.
Content management tools definition.
Competitive intelligence, industry analysis, Following up on the latest trends.
Localization management - cultural and linguistic adaptations for 30+ languages and Localization agencies management around the world.
Directly liaise with mobile operators product and content departments (VAS) worldwide:
Vodafone Hong Kong, TIM Italy, TMN Portugal, Orange France, Cellfish France, Celcom Malaysia, Play Poland, VMG Vietnam, Go Bindas India, Orange Mauritius, Viettel Vietnam, Globe Philippines.
2007 – 2010 | Product & Project Manager (Zlango ICQ plug-in)
Product management opposite ICQ Product department.
Defining Zlango’s plug-in to ICQ platform (functionality, features, UI analysis).
Analyzing Results, responsibility on P&L reports, customer retention.
Coordination and integration between R&D team leaders.
MBO & KPI monitoring.
QA efficiency-driven tools creation.
Knowledge base management.
2007 | QA Manager
Mobile & web products testing procedure definitions.
PRODUCT DESIGNER (USA & ISRAEL)
2005 - 2007
I spent a year in CA, fundraising, promoting and presenting my products.
Established 2 designer groups. Participated in exhibitions and magazines. Released several products.
CASE STUDIES
Design, User Research and UX.