From SaaS to mobile apps, I've spent my career stepping into complex environments, learning them quickly, and doing whatever moves them forward: owning product, driving delivery, building process, and running operations. Today I lead a live AI product with paying customers, and I shape my role around what an organization needs most.
My career has never followed a straight line, and I've stopped pretending it should.
I started in education, leading a team of psychometric test instructors and designing systems that made learning more consistent and students more likely to succeed. Then I helped transform a traditional hardware product into a digital learning platform, learning electronics from scratch in the process. At Fitness22 I joined a fast-growing mobile app company as their first operational hire and built the operational systems that enabled the team to scale and work smarter.
Today I co-found and lead the product at si-mulator.com, a live AI exam-prep product with paying customers. I own it end to end: the product vision and roadmap, the learner experience, and the agentic AI engine that generates, solves, explains, and quality-checks practice questions against a standard I define.
Across very different industries, one pattern has stayed constant: I learn complex domains quickly, find where the real friction is, and build what helps teams and users move faster.
I work best at the intersection of product, operations, and people, where clarity and execution matter more than titles.
Israel's Psychometric Entrance Test and the AMIRNET English exam are high-stakes gates, and most prep is generic. Drawing on years of teaching the material, I set out to build an AI-native prep product that adapts to the individual learner, and to run it as a real product with paying customers, not a demo.
Fitness22 had built a successful iOS fitness app,bootstrapped, profitable, with a growing user base. But as the company expanded, execution became dependent on the CEO's direct involvement, delivery timelines were hard to predict, and development cycles kept stretching. The CEO needed someone to take over day-to-day operational execution and free him to focus on strategy and growth.
S.E.S Education had built a strong business around physical electronics training equipment. The goal was to extend that into a digital self-learning platform : but the company had no product team, no existing digital infrastructure, and a curriculum that existed only as legacy printed materials.
Kidum's sales team registered students and handed them off with a start date and a textbook. The instructors only met their students on the first day of class. Nobody owned the gap in between,and students were dropping out or requesting refunds before the course even started.
Building systems and processes that help organizations grow without losing control, aligning product, engineering, design, and business teams around shared goals and clear ownership.
Designing and shipping AI-native products: at si-mulator.com, an agentic engine that generates, solves, explains, and quality-checks exam questions against a standard I define, live with paying customers.
Becoming productive in new fields quickly,electronics, mobile products, EdTech,and translating that understanding into execution.
Turning complex, ambiguous requirements into practical solutions,with attention to the people using them, not just the specs.
Open to Product, Delivery, Program, Operations and Project Management roles. Based in Tel Aviv, available for full-time positions.