Most marketers can't design. Most designers can't run acquisition. Almost no one wires the automation. I do all three — and I'm making it run itself.

I come at growth from two directions most people never combine.

A quarter-century of painting and a decade inside the art world taught me to judge whether a thing is any good — the taste half. Performance marketing taught me to prove it with money and data — the rigor half. Because I build the automation layer myself, the two stop being a handoff between departments: a creative call becomes a test, a test becomes a workflow, and the workflow runs without me.

That last part is where most of my time goes now — turning the parts of marketing that used to need a person into agents that don't.

I started as a painter, and I've never stopped.

Twenty-five years at the easel, an MA in contemporary art from Sotheby's Institute in New York, and a run directing a contemporary gallery in Tel Aviv taught me the part of this work you can't A/B test: whether something is actually any good. Alongside it, a computer science degree from IDC Herzliya gave me the other half — I could always build the thing, not just brief it.

Those two tracks stayed separate for years until performance marketing turned out to be where they finally met: a discipline that rewards taste and demands proof, and that increasingly runs on the exact automation I like to build. So that's what I do now — sit at the seam between the marketer, the builder, and the artist, and make the machine in the middle run itself.