A Senior Product Manager at MyHeritage, a family history and DNA platform with 1.3M subscribers. He runs A/B tests at scale, takes AI features from hackathon to global launch, and leads company-wide programs across ten-plus teams. Mechanical engineer by training, drone operator in an earlier life.
Email MeTook a Gemini-based tool that reads and explains historical documents from a hackathon project to a global launch in every site language. 422K images processed in the first ~40 days, and a paywall converting at about twice the company's main paywalls. When user approval slipped to 79%, targeted prompt fixes brought it back to ~90%. Presented at RootsTech 2026 and discussed on the Family Tree Magazine Podcast.
Led the company's top-priority program for 2026: building new users' family trees for them automatically. Ran the weekly steering group across product, design, engineering, billing, legal, security, marketing and BI, reporting to the CEO. A 225K-visitor A/B test closed as a win with +2.6% net billing and +4.7% total LTV.
Rebuilt a legacy login page with single sign-on, Sign in with Apple, magic links and recovery after failed attempts. Login success rose from 60% to 72% and "forgot password" use fell by half.
Added a "labor illusion" step to the search funnel for paid-search visitors. It won on every metric: +12.3% conversion to subscription, +7.6% net billing and +8.4% LTV. Alongside it, ran about 12 country-level pricing-model tests to pick freemium or free trial per market.
Presented Scribe AI at RootsTech 2026, the world's largest family history conference, and explained how it was built on the Family Tree Magazine Podcast.
RootsTech 2026 talk50:38 Understanding Scribe AIFamily Tree Magazine Podcast · 21 minSmall change, big result. A few targeted prompt fixes, driven by what users told us, took approval of an AI feature from 79% back to about 90%.
Funnels, pricing and lifecycle, tested properly. Clean A/B readouts, and only the winners ship.
From hackathon prototype to global launch, with an eye on answer quality and unit economics, and AI built into how the product team works.
Company-level programs across many teams, partner launches under deadline, and platform safety work that protects millions of users.
Fifteen years of turning complex systems into things people can use: first unmanned aircraft for governments, now consumer products for millions of users.
I take businesses that run on memory and spreadsheets and build them dedicated software and AI tools. For a carpentry business that priced every job from memory and Excel, I built a full ERP and quoting system that cut time to quote by 60–80%.
Have a process like this?Alongside product work I ran private-chef pizza events, for parties of about 100 guests. Every piece of equipment went into a 2012 Ford Fiesta, roof included. Load planning at its most literal.
Hoofddorp, next to Amsterdam. I can work anywhere in the EU with no visa sponsorship.
Consumer products at scale: growth, monetization, onboarding and AI features. I like owning a problem from the first data pull to the readout.
Every day. I work mainly with Claude, but also with Cursor, Base44 and Google AI Studio. I wrote the AI prototyping guidelines for our product managers, and built a knowledge base about our product that the whole company now uses.
BSc in Mechanical Engineering from Afeka Academic College of Engineering in Tel Aviv, plus Udacity's AI Product Manager nanodegree. Before software I spent nine years in unmanned aircraft, from operating them to managing customer projects abroad.
Hebrew (native) and English (fluent).