Aug 2021 – Jan 2026 · 4 yrs 5 mos

• International Expansion Leadership: Relocated to London in September 2022 to establish monday’s first ‘Builders’ group in Europe.
• Grew team to 7 designers and 90+ total members.
• Managing Product Growth Group: Currently managing the Product Growth group, which encompasses 7 teams across Revenue, Engagement, and Acquisition, split between London and Tel Aviv.

Oct 2018 – Aug 2021 · 2 yrs 10 mos

• Pioneered Design at Scale: Joined monday.com as the 6th designer out of 150 employees at Series B. Contributed to the company’s growth to 100+ designers out of 2,000+ employees post-IPO. Played a critical role in establishing a robust product design culture within a rapidly scaling B2B2C SaaS organization.
• Built Automations and Integrations Products: Led design of monday’s Automations and Integrations products from the ground up. Starting with just 1 developer, grew to a group of 90+ people across 10 cross-functional teams. Today, Automations is recognized as one of monday's most impactful features, significantly enhancing user experience and driving tier upgrades.
• Introduced Design System: Started the development of monday’s first Design System, Vibe, which standardized design principles and components across all products. This initiative enhanced design consistency and accelerated product development cycles, enabling teams to work more efficiently.
• Visual Storytelling for Funding Rounds & IPO: Sole designer during crucial funding rounds and IPO, collaborating closely with Founders and C-suite to craft a compelling visual narrative that illustrated monday.com’s product journey and future vision.
• Innovated Patented User Experiences: Contributed to multiple patents for innovative product experiences, including a groundbreaking UX configuration method that enables a conversational AI assistant to build workflows directly within monday.com through chat interactions.

Feb 2016 – Oct 2018 · 2 yrs 8 mos · Tel Aviv - Jaffa, Tel Aviv District, Israel · On-site

• Developed the 90min App: Led the design and development of the 90min app for mobile and tablet users, enhancing user experience and engagement through intuitive navigation and visually appealing interfaces. Collaborated closely with cross-functional teams to ensure seamless functionality and performance across all devices.
• Established Design System: Built and implemented a cohesive design system for MinuteMedia, standardizing UI components, typography, and color schemes. This initiative improved design efficiency and consistency across all platforms, enabling faster iteration and a unified brand experience.
• Rebranding Initiative: Spearheaded a comprehensive rebranding effort for MinuteMedia, redefining the company's visual identity and messaging. This project involved extensive user research, competitive analysis, and stakeholder collaboration, resulting in a fresh and modern brand image that resonates with target audiences.
• Innovated B2B Advertising VOD System: Conceptualized and developed a new advertising Video on Demand (VOD) system from the ground up, tailored specifically for B2B clients. This system not only expanded MinuteMedia's product offerings but also positioned the company as a key player in the advertising technology space, driving revenue growth and attracting new business partnerships.

Jun 2013 – Jan 2016 · 2 yrs 7 mos · Hybrid