Building things
that matter
25 years of crafting software—from the first pixel to scaling infrastructure for millions. I take products from zero to one and guide them to one hundred.
From pixels to
planetary scale
The arc from creative designer to staff engineer at the world's most demanding tech companies. Each chapter built on the last.
Creative Roots
2000 – 2008
Started as a web developer during the Flash era, building marketing sites and web apps. Freelanced across Israel's tech scene while completing my CS degree at Ben Gurion University.
Startup Years
2008 – 2012
Built distributed systems at Israeli startups—Dapper (acquired by Yahoo), my6sense (AI/ML ranking), and Worklight (acquired by IBM). Learned to scale from the ground up.
Staff Engineer · 5 Years
Tech lead for Timelines infrastructure—Home, Profile, Notifications. Owned tweet fanout to hundreds of millions. Later joined the Strato platform team, building federated data access systems.
AWS & Apollo
Senior & Senior Staff Engineer
Built AWS MediaConnect from scratch at Amazon. Then worked on backend infrastructure and Federation at Apollo GraphQL—writing the next-gen gateway in Rust.
Coinbase
Senior Staff Engineer · 3 Years
Technical lead for backend engineering productivity. Architected GraphQL Federation migration, established Protobuf standards across 700+ repos, and founded the Server Foundations Guild.
The Toolkit
Ventures &
advisory
Building for independence. Creating value through focused execution and leveraging decades of experience.
Something New
StealthA new product is taking shape. Early development focused on solving real problems. Details coming soon.
Lemonberry Labs
Founder
Building and investing in passive income tech projects while helping others bring their ideas to life. Full-stack technical execution, advisory, and consulting for founders navigating technical challenges.
Bitpulse
Technical Advisor
Providing strategic technical guidance on infrastructure, CI/CD, and engineering best practices. Designed and codified the company's infrastructure foundation for scalable growth.
The life that shapes
how I build
If you put your mind to it, you can accomplish anything.
The mantra behind every project, every challenge, every line of code.
Core Values
Fatherhood
My primary driver and greatest project.
Movement
You'll likely find me on a Onewheel.
Outdoors
The fire and the company matter more than the hike.
Let's talk
I'm always open to conversations about interesting projects. If there's a fit, I'll be in touch.