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.
The AI Trust Gap: Why Traditional Onboarding Fails AI Products
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, R&D, 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.