About

I'm a product marketer and wordsmith with 20+ years of broad marketing experience across startups and global tech companies, wearing a variety of hats along the way: content, performance, management, and more. Through all of it, I've had a knack for asking what something actually means, and figuring out how to make complex products easy to understand and hard to ignore.

My work sits at the intersection of messaging, positioning, and GTM strategy. I've spent years helping companies translate technical depth into stories that align teams and give sales something that actually closes.

Over the years, I've consulted and worked with early-stage startups as well as high-growth teams. The fields vary (AI, DevOps, cloud, security, data, SaaS), but the challenge is always the same, and my curiosity is always up front.

Being Israeli-American, I've got the best of both worlds: the core chutzpah and work ethic, and a genuine understanding of the needs and expectations of a global audience.

TheProductive is where I share some personal thoughts, observations, experiences, and occasional rants, covering messaging, copy, strategy, and whatever else comes up. Nothing groundbreaking. Just honest.