My background

Early in my career, I noticed something strange. The marketing teams I worked with had more data than ever, and less confidence in their decisions than ever. They'd spend months building dashboards that nobody looked at. They'd hire analytics agencies that delivered beautiful reports and disappeared. They'd buy attribution tools that promised clarity and delivered more confusion. The data kept growing. The decisions didn't get better.

I realized the problem wasn't the data or the tools. The problem was the gap between the people who build measurement systems and the people who need to make marketing decisions. Engineers build technically perfect tracking that marketing teams can't interpret. Marketers build dashboards that show the wrong things because nobody technical is guiding the architecture. The gap between these two worlds is where millions in marketing spend goes to die.

So I planted myself in that gap. I learned server-side GTM, BigQuery, data pipelines, and attribution modeling: the engineering side. And I learned marketing strategy, growth loops, channel economics, and budget optimization: the business side. Not because I couldn't pick a lane, but because I saw that the people stuck in this gap needed someone who refused to.

Today, I build the Decision Layer for growth-stage SaaS and ecommerce companies: the measurement infrastructure that connects marketing spend to business outcomes. And then I stay. I become the embedded brain that helps teams turn data into decisions, week after week. Not as a vendor. Not as an agency. As a partner who knows your system, your team, and your business well enough to tell you what the numbers actually mean.

I'm based in Israel, work with companies globally, and believe that every marketing team deserves to trust their data, not just have more of it.