The full story

I grew up in Israel and stumbled into digital marketing the way most people do — curiosity, necessity, and a job posting at the right moment. That was 2010. I didn't know then that I'd spend the next 15 years inside some of the most complex, fast-moving, and fascinating businesses in the world.

888 Holdings was where it clicked. One of the best companies in Israel to work for — rigorous, global, genuinely interesting. SEO stopped being a job and became a lens. I started seeing patterns: in traffic, in conversion, in the gap between what the numbers showed and what was actually happening.

Then Malta. The move that changed everything. Catena Media, then Betsson Group. I went from managing SEO to leading digital acquisition across 20+ regulated markets, with €100M+ budgets and a team that grew to 120 people. Somewhere in there, a job title became irrelevant. What mattered was the work: finding what was hidden, fixing what was broken, building what would last.

As CPO at Speed Media Group, I sat in on M&A deals from the inside — seeing companies through an acquisitor's eyes. The pattern showed up again. The biggest risks were always the things nobody was looking at. The quiet dependencies. The processes running on institutional memory. The costs hiding in plain sight.

TonyBet gave me six new markets in two years: Ireland, Canada, Netherlands, Spain, Latvia, Estonia. TV campaigns. Sponsorships. Performance marketing at full tilt. By this point I'd built enough of a framework that launching a market felt like something I could do in my sleep. Which meant it was time to learn something new.

2025 was intentional. I travelled. I went deep on AI — not reading about it, building with it. AgentReady.site is what that looks like. I surfed. I read. I thought about what the next chapter should look like.

The answer was Australia. Central Coast. Ocean. Clarity. I'm currently Fractional COO at IGMS, building operational infrastructure for new ventures from scratch. And I'm looking for the right full-time opportunity — a Director, VP, CMO, or COO role where I can do the work I do best.