Product & Growth for AI-Native SaaS
Building products
that grow
themselves.
Product and Growth Leader specializing in PLG strategy, activation optimization, and growth systems for AI-native B2B SaaS. Experience across fintech and cybersecurity, from early-stage to 10M+ daily active users.
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12 years in tech, leading product and growth across AI SaaS, fintech, and cybersecurity. Based in Tel Aviv. I build growth engines for products that scale through self-serve adoption, not sales headcount.
My focus is the space between product and revenue: activation funnels, onboarding flows, self-serve monetization, and the analytics stack underneath. I've applied this across B2B SaaS and B2C products, including a consumer platform with 10M+ daily active users.
Six companies so far, from seed-stage startups to a NASDAQ-listed platform. I chase what moves metrics, not what fills slide decks.
AI products have longer paths to value, higher trust barriers, and complex activation flows. I build the systems that solve that.
Activation & Onboarding
Diagnosing and fixing the gap between signup and first value. AI products face unique activation challenges: trust in automation, time-to-value for ML-driven features, and complex setup flows. I map the entire journey from install to activation, identify where users drop off and why, then design and ship the flows that move them forward.
Growth Architecture
Designing end-to-end PLG systems from metrics definition through execution. I build the infrastructure that connects product analytics, lifecycle emails, billing optimization, and attribution into one growth engine.
Product-Led Strategy
Translating business targets into product-driven growth plans. I define OKRs, build roadmaps, and align cross-functional teams around a single North Star metric. The goal is making the product the primary growth driver.
What I've built and shipped across AI-native B2B SaaS, fintech, and cybersecurity.
Writing about what I've learned building growth systems for AI products.
Why AI Products Have an Activation Problem
AI automation asks users to trust a black box with real business outcomes. That trust gap creates activation friction that traditional SaaS onboarding patterns can't solve. What works instead.
The Compound Effect of Small Funnel Fixes
A 5% improvement at each stage of a 6-step funnel doubles throughput. Why incremental optimization beats big-bang redesigns in PLG.
Metrics That Move Teams, Not Just Dashboards
The difference between a North Star that sits in a slide deck and one that actually drives daily decisions across product, engineering, and GTM.
Let's connect.
If you're working on PLG, activation, or growth for an AI product, I'd like to hear what you're building.