I make complex technology usable by the people who have to sell it, buy it and run it.
Training, configurators and sales kits since 2001. Now also AI systems running in production. Spanish, Hebrew, English.
The hard part of marketing moved. It's no longer producing the material. It's deciding what's worth producing, and getting an organization to actually use it.
Each step a bigger scope. The verb underneath stayed the same: make it learnable, usable, repeatable.
Training developer, software developer, marketing PM, technical marketing manager, director of marketing, and now group level across several business domains at a publicly traded company.
Open one. Each holds a capability and the proof that it ran in real life.
A nine-dimension tender qualification engine producing bid, conditional-bid and no-bid decisions across several national procurement landscapes, with a compliance gate that overrides the score and routing to the unit that owns the response. A fragmented sales pipeline consolidated into one CRM-ready dataset. Internal tooling on Power Platform and the Claude API, and the program that moved colleagues from consuming AI output to producing their own.
Channel partners, end customers, internal teams. I write the curriculum, produce the video and the instructional design in-house, then get on a plane to deliver it. Shopic Academy was founded from nothing and localized into several languages against a glossary I defined first. Before that, a Pro AV manufacturer's global certification curriculum, delivered face to face.
Ran the whole function as Director of Marketing; run it at group level now across several business domains. Direct reports and matrix teams, plus agencies and studios. Including the parts most marketing leaders hand off: corporate narrative and deck architecture, investor relations for a public company, demand gen with agency selection across markets, a multi-division website rebuild with its redirect map, and HubSpot underneath it all.
A global sales kickoff with people flying in from across the world, run trilingually with live interpretation. Pre-sales support to integrators and distributors. Show programs at ISE, InfoComm, DEFEA, FIDAE, and GITEX Dubai in December 2020, among the first Israelis openly representing Israeli technology there.
Three roles at Kramer Electronics, one step at a time: software developer, marketing project manager, technical marketing manager. Built the configurators and RIA sales tools on the global site, developed iOS and Android control apps for IP-based AV management, wrote and delivered the partner certification curriculum, ran the ISE and InfoComm programs.
Tap a card to flip it.
I run teams and suppliers.
Direct reports and matrix teams, plus the agencies, studios, freelancers and vendors around them. Somebody has to own the plan, the brief and the money. That is usually me.
I build it myself.
Software, graphic design, UX, interactive content, animation, video, training material. Years as a developer before marketing: configurators, IoT control apps on the App Store and Google Play, Power Platform, the Claude API. This page included.
Self-taught, all of it.
Developer, instructional designer, marketer, pre-sales, AI systems. Each one learned by building the thing and shipping it. Give me a discipline I haven't met and the answer is the same: I go and learn it.
I take the complex ones.
Complex, multidisciplinary and unknown. No precedent, no template, nobody who has done it here before. An academy built from nothing. A trilingual kickoff with people flying in from across the world. That is the part I enjoy.
I don't answer “no”.
If it hasn't been done here before, the question is what it would take: which process, which tool, which person. I come back with the route and what it costs, rather than a reason it can't happen.
Three working languages.
Native Spanish, raised in Caracas. A curriculum localized across languages, kickoffs run trilingually, training delivered in person across international markets.
Drag the windows around. Nothing will break.
Sales and technical teams now produce finished branded presentations, video, UI screens and brochures themselves. A shared design system, reusable prompt patterns and a short curriculum, so output arrives on brand and complete.
Bid, conditional-bid and no-bid engine on Power Automate and the Claude API, delivered through SharePoint and Teams. Sources and scores public tenders across national markets and routes each to its owner.
For markets where every account counts: a region-wide channel analysis and a calculator the sales lead drives live. Change the assumptions, watch the number move, agree the plan in the same meeting.
The whole offering in front of sales anywhere in the world, behind single sign-on. Plus a bilingual stock app, trade show lead capture, and an email signature generator adopted company-wide.
