About
I'm a product growth practitioner with a background that spans intelligence, fintech, and B2B SaaS. I care about building things that actually move the needle for users — not just metrics.
Most of my work lives at the intersection of research, experimentation, and product craft. I believe the best growth work often looks like removal: finding the friction that's invisible to the team but obvious to the user, and eliminating it.
I write about all of this in GrowthMail, a newsletter with 100+ issues since 2022.
Career
2008–2013
Intelligence Services
Started career in the IDF as an intelligence analyst. Progressed to leading strategic operations and managing teams across high-stakes, data-driven environments.
2013–2017
Early Product & Growth Roles
Transitioned to the tech industry, working across early-stage startups in product and growth. Built foundational skills in user research, funnel analysis, and experimentation.
2017–2021
eToro
Led growth and product initiatives at one of the world's largest social trading platforms. Shipped experiments that generated $1.5M+ in incremental ARR.
2021–2023
Gloat
Head of Growth at Gloat, an internal talent marketplace. Increased onboarding conversion by 21% through user research and experimentation.
2023–
Independent Consultant
Advising product teams on growth strategy, experimentation, and user-focused product development. Writing about it all in GrowthMail.