Building no worries - AI Child Monitor that provides peace of mind for modern parents while they’re away from their kids. no-worries.com (opens in a new tab) ↗
Engineering Leader
Six years at Wix, ending as Director of eCommerce Engineering, where I also started Commerce Growth. I led Wix Commerce conferences in the US and defined the ICP and GTM strategy. I also spoke at conferences abroad, such as The Lead Summit in New York.
Get your e-commerce site ready for the holiday seasonThe Lead Summit, NYCUnlocking eCommerce Growth workshopNew York, July 2024
Community Builder
Founded the Wix Engineering Women Community: almost 30 events for 300+ women, with talks by international women leaders to spark inspiration
Wix R&D Women meetupPersonal Branding#IAmRemarkable Workshop
What else?
Book lover, but also…
SkydivingAt 16Flying an F-16At 20SnowboardingSince I was 10
Talks
Game of Life Coding WorkshopTikal, 2022Game of Life Coding WorkshopTikal, 2022
Things LLMs can't teach you about LLMsAI Summit, August 2023Take Your AI Models to ProductionGeektime Evolve to AI, 2024
Podcasts
Podcasts I was a guest on
Become a Leader by Thinking Like One with Wix’s Nir OrmanKeep Moving Forward
Addressing Gender Imbalance in Software Engineering Through Community and MentoringEngineering Culture by InfoQ
The Lead SummitNew York, July 2024
Writing
Software, deep learning and AI
Building it, testing it and what AI changes about it
September 4, 2026
Coding in the age of AI
For the past 4 months I felt like there’s no expertise in writing software anymore. Codex and Claude write 100% of the code, so what’s my role?
Should Multi brands/multi languages sites have multiple domains?
A 20M$ retailer with 5 sub brands asked us to build 5 domains, one per brand. Our SEO experts recommended against splitting the business, and I explain why I came around to their view.
The why, how and what of the agile retrospective. In this post, I’ll share with you why you should want your team to perform retrospectives. I’ll explain how to do it in a way that will make its benefits shine and I’ll provide a short template to get you started easily.
When I first joined Wix as a Software Engineer, I heard about the book Growing Object Oriented Software guided by Tests by Steve Freeman and Nat Pryce (which is referred to as the GOOS cause it’s official name is oh-so-long). In this series of posts, I will be summarizing the main chapters of the book.
So, you have a really cool algorithmic library written in Python and TensorFlow/Keras/Some other platform that requires running workloads on a GPU and you want to be able to serve it at scale and have it up and running fast. Read how to do it on my medium blog!
Leading teams, reading, and building communities at work
March 15, 2026
75 claps on Medium
Read to Lead & Lead to Read: Bookshelf Insights for R&D Managers
Books have been the quiet engine behind every major leap I’ve made, as a developer, as a manager, and as a leader. Bookshelf insights for R&D managers.
At Wix we have several professional guilds, like the Server guild, the Front End guild and the UX guild, and the Server guild alone has over 1,000 engineers worldwide. Here is how a community like that gets started.
Founder
