Gela Fridman

CTO

New York, New York, United States29 yrs 3 mos experience

Highly StableAI Enabled

Key Highlights

Led AI-native product innovation at Amazon Ads.
Scaled Huge's engineering team from 60 to 400+.
Pioneered Amazon's first agentic AI system.

Stackforce AI infers this person is a leader in AdTech and E-commerce, specializing in AI-driven product innovation.

Contact

Skills

Core Skills

Ai Product StrategyProduct Management

Other Skills

AI StrategyProduct DevelopmentE-commerceProduct-Led GrowthProject ManagementExecutive LeadershipMulti-agent Systems0-to-1 Product InnovationEnterprise AILeadershipSoftware DevelopmentAgile Project ManagementIT StrategyStrategic PlanningWeb Applications

About

I build platforms and teams that scale impact, especially where AI changes how people work, decide, and create. At Amazon Ads, I led product, engineering, and applied science for the Advertising Console, the primary interface for a $50B business. I conceived and launched Ads Agent, Amazon’s first agentic AI system, enabling advertisers to plan campaigns, generate creative, and act on performance insights through natural language. The platform reduced workflow time by 26 percent and set a new benchmark for enterprise generative AI. Previously, as CTO of Huge, I led a global technology transformation, scaling engineering from 60 to 400+ across 13 offices and shipping platforms used by more than 400 million people each month for companies including Google, Nike, and JPMorgan Chase. Today, I am deeply focused on the customer shopping journey, especially everyday essentials and groceries, and leading 0-to-1 agent-powered initiatives in Amazon Retail.

Experience

29 yrs 3 mos

Total Experience

6 yrs 11 mos

Average Tenure

5 yrs 9 mos

Current Experience

Amazon

2 roles

Director, Amazon Retail (New Initiatives)

Nov 2024 – Present · 1 yr 5 mos

Leading AI-native product innovation that transforms how customers discover, evaluate, and purchase across Amazon’s global selection. Focused on agent-powered, multi-item journeys that help customers buy faster and more confidently while increasing conversion and total sales.

AI StrategyProduct DevelopmentE-commerceAI Product StrategyProduct Management

Director, Amazon Ads (AdTech)

Jan 2020 – Nov 2024 · 4 yrs 10 mos

Led product, engineering, and applied science for the Amazon Ads Console — the central platform for campaign creation, optimization, and reporting used by 1.5M+ advertisers across a $50B+ global Ads business. Reimagined the end-to-end advertiser experience to simplify campaign workflows, reduce friction, and improve access to performance insights. Enabled brands, vendors, and sellers of all sizes to connect with customers across Amazon and third-party properties with greater speed, efficiency, and measurable results.
Launched Ads Agent, Amazon’s first multi-agent Generative AI platform, reimagining campaign workflows through LLMs integrated via AWS Bedrock (Anthropic Claude). Introduced Ad Agent Skills for AMC to enable natural-language campaign analysis and attribution.
→ Result: Reduced advertiser workflow time by 26%, increased creative quality, and accelerated insights across Sponsored Ads, DSP, and Streaming TV.
Unified fragmented advertiser interfaces into a single, global Ads Console, consolidating workflows across Sponsored Ads, DSP, and Streaming TV. Re-architected full-funnel infrastructure to enable multi-channel experimentation, improve campaign performance, and increase advertiser retention.
→ Result: Increased advertiser engagement by 28%, extended time in-console by 15%, reduced time to market by 30%, and enabled developers to build once, launch everywhere across ad products.
Built the Console’s applied science org from zero, aligning model research, deployment, and product delivery into a unified GenAI roadmap.
→ Result: Now powers ongoing AI-driven innovation across campaign optimization, targeting, and measurement.

Product-Led GrowthAI StrategyProduct ManagementAI Product Strategy

New york cto club

Member

Jul 2020 – Present · 5 yrs 9 mos

Huge

2 roles

Chief Technology Officer | Platform & Technology Strategy | Global Experience-Led Transformation

Promoted

Jan 2018 – Jan 2020 · 2 yrs

Led the rapid scaling of Huge’s global engineering organization during a period of sustained company growth. Expanded the team from 60 to 400 across 13 offices worldwide, establishing engineering as a core competitive advantage for a 1,500-person digital innovation firm serving Fortune 500 clients.
Promoted as Huge’s first Chief Technology Officer in recognition of leadership impact and continued global expansion. Delivered products used by 400M people monthly, generating $16B in client online revenue.
Built global delivery and leadership infrastructure enabling 10× organizational growth and consistent execution quality across 13 offices, including a 250-person nearshore operation driving $300M+ in annual revenue.
Expanded client base from 20 → 130 per year, extending engagement duration from 2 → 6+ months and achieving 20% YoY revenue growth.
Introduced product management discipline, elevating delivery quality, speed, and user focus.
Implemented engineering best practices and career frameworks, improving delivery velocity and leadership development.
Forged strategic partnerships with Google, Microsoft, Amazon, and Adobe to enhance cloud and AI capabilities.
Cultivated a culture of innovation through quarterly hackathons on emerging technologies and early AI/ML experimentation.

Managing Director, Technology | Innovation & Scale | Strategic Planning | Driving Growth

Jan 2012 – Jan 2018 · 6 yrs

Transformed engineering into a scalable, high-performing global organization and established technology as a core business enabler. Built mechanisms that ensured consistent delivery quality, operational efficiency, and measurable client outcomes.
Built foundational engineering frameworks and delivery mechanisms that enabled sustained growth and consistent execution quality across multiple global offices.
Scaled platform and product engineering teams to deliver enterprise-grade solutions spanning e-commerce, CMS, mobile, and data-driven experiences.
Launched nearshore delivery capability to improve velocity, cost efficiency, and capacity for Fortune 500 clients.
Aligned technology and business strategy to accelerate delivery cycles and strengthen client partnerships.

Ogilvy interactive

2 roles

Technical Director | Transformational Leader | Product Development | Brand Experience

Promoted

Jan 2010 – Jan 2012 · 2 yrs

Led technical delivery for multimillion-dollar programs across enterprise clients including Nestlé, Pfizer, SAP, IKEA, and others. Directed platform implementations and oversaw the design and deployment of Microsoft-based solutions tailored to client objectives. Scoped project requirements in detail, staffed technical teams, and managed budgets and schedules to ensure high-quality, on-time delivery across multiple engagements.

Technology Manager

Jan 2008 – Jan 2010 · 2 yrs

Led technical delivery for the SAP account, serving as the primary liaison between senior client stakeholders and external technology partners. Designed and implemented technology strategies aligned with business goals, developed proposals, and contributed to executive presentations. Produced technical documentation to support solution delivery, strategic planning, and cross-functional understanding.

Iconnicholson (iconmedialab ny)

3 roles

Associate Technical Director

Promoted

Jan 2005 – Jan 2008 · 3 yrs

Oversaw the technical delivery of multimillion-dollar engagements at IconNicholson, the New York office of LB Icon AB, a European IT consultancy. Assembled, led, and managed technical staff, including hiring, mentoring, and performance management. Developed new offerings focused on emerging technologies, designed and presented technical solutions to prospective clients, scoped project requirements in detail, and implemented best practices to improve delivery capabilities.