About
Spent 9 years here
5 years there
Came from here
I See design leadership as the practice of building systems — teams, processes, and culture — that allow great products to scale. For me, design is not just about interfaces or aesthetics, but about creating clarity, alignment, and long-term impact across organizations.
Over the past nearly 15 years, I’ve shaped UX/UI across startups, scale-ups, and global enterprises, working between Tel Aviv and Berlin. My path took me from hands-on design roles to leading and scaling design teams, and to working closely with product, engineering, and executive leadership in complex, evolving environments.
Today, I lead design at Jedox, where I helped build and grow the design organization from the ground up. My focus has been on establishing and scaling core capabilities — research, design systems, and cross-functional collaboration — and embedding UX-driven, agile processes across multiple product teams. This work has supported large-scale platform initiatives, AI-driven product development, and the rollout of new strategic features such as dashboards and enterprise tools.
A central part of my role is people leadership. I invest heavily in growing autonomy and ownership within teams, mentoring designers into strong domain leads who can independently drive research, define user flows, and partner with product and engineering. I believe that sustainable scale comes from developing leaders, not from centralizing control.
My leadership style is hands-on, direct, and grounded. I aim to be clear about direction and expectations, while staying close enough to the work to support quality and decision-making. Colleagues and team members often describe me as determined, supportive, and someone who knows where we are heading while creating space for others to excel.
Before Jedox, I designed and led design at companies such as Volkswagen and SAP, gaining experience in highly structured enterprise environments as well as in fast-moving product organizations. Working across different cultures and company stages shaped how I think about scale, collaboration, and long-term product strategy.
At this stage, I’m most interested in roles where design operates as a strategic partner and working closely to drive meaningful business and user impact.
Outside of work, I enjoy bitter coffee, indoor climbing (with varying success), and spending time with my family.
About
I See design leadership as the practice of building systems — teams, processes, and culture — that allow great products to scale. For me, design is not just about interfaces or aesthetics, but about creating clarity, alignment, and long-term impact across organizations.
Over the past nearly 15 years, I’ve shaped UX/UI across startups, scale-ups, and global enterprises, working between Tel Aviv and Berlin. My path took me from hands-on design roles to leading and scaling design teams, and to working closely with product, engineering, and executive leadership in complex, evolving environments.
Today, I lead design at Jedox, where I helped build and grow the design organization from the ground up. My focus has been on establishing and scaling core capabilities — research, design systems, and cross-functional collaboration — and embedding UX-driven, agile processes across multiple product teams. This work has supported large-scale platform initiatives, AI-driven product development, and the rollout of new strategic features such as dashboards and enterprise tools.
A central part of my role is people leadership. I invest heavily in growing autonomy and ownership within teams, mentoring designers into strong domain leads who can independently drive research, define user flows, and partner with product and engineering. I believe that sustainable scale comes from developing leaders, not from centralizing control.
My leadership style is hands-on, direct, and grounded. I aim to be clear about direction and expectations, while staying close enough to the work to support quality and decision-making. Colleagues and team members often describe me as determined, supportive, and someone who knows where we are heading while creating space for others to excel.
Before Jedox, I designed and led design at companies such as Volkswagen and SAP, gaining experience in highly structured enterprise environments as well as in fast-moving product organizations. Working across different cultures and company stages shaped how I think about scale, collaboration, and long-term product strategy.
At this stage, I’m most interested in roles where design operates as a strategic partner and working closely to drive meaningful business and user impact.
Outside of work, I enjoy bitter coffee, indoor climbing (with varying success), and spending time with my family.