Corporate Management

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Daniel Birnbaum - Chief Executive Officer

Daniel Birnbaum has served as our Chief Executive Officer since January 2007.  From 2003 to 2006, Mr. Birnbaum was the General Manager of Nike Israel.  Mr. Birnbaum was a founding member of Nuvisio Corporation, a technology startup, and served as its Chief Executive Officer from 1999 to 2002. 

In 1995, Mr. Birnbaum established Pillsbury Israel and served as its Chief Executive Officer until 1999.  Mr. Birnbaum holds an M.B.A. from Harvard Business School and a B.A. from The Hebrew University of Jerusalem.

Daniel Erdreich - Chief Financial Officer

Daniel Erdreich has served as our Chief Financial Officer since March 2007.  Mr. Erdreich joined us in 1996, served as our Controller until 2000 and served as the Finance Manager for some of our affiliated entities from 2003 until 2007.  Between 1993 and 1996 and between 2000 and 2003, Mr. Erdreich was the Chief Financial Officer of public companies traded on Nasdaq and the TelAviv Stock Exchange. 

Mr. Erdreich is a certified public accountant in Israel and holds a B.A. in Accounting and Economics and an M.A. in Business Administration, both from The Hebrew University of Jerusalem.

Yossi Azarzar - Chief Operations Officer

Yossi Azarzar has served as our Chief Operations Officer since May 2007.  From 2000 to 2007, Mr. Azarzar held various positions at Intel Corporation, including Manufacturing Functional Area Manager and Manufacturing Manager.  From 1994 to 2000, Mr. Azarzar served as an Area Manager with the McDonald’s Corporation in Israel. 

Mr. Azarzar holds a B.A and an M.A. in Islamic, Middle Eastern & Arabic studies, both from The Hebrew University in Jerusalem.

Eyal Shohat - Chief Legal Officer

Eyal Shohat has served as our Chief Legal Officer since May 2010.  From 2007 to April 2010, Mr. Shohat was the Vice President – Legal Affairs of Frutarom Industries Ltd., a public company listed on the Tel Aviv and London Stock Exchanges. From 2002 to 2006, Mr. Shohat served as Legal Counsel for Frutarom. 

Mr. Shohat holds a B.A. in Accounting, an L.L.B. and an MBA from Tel Aviv University.

Mika Mazor - Chief People Officer

Mika Mazor has served as our Chief People Officer since February 2012.  From 2002 to 2012, Mika worked at Amdocs (NYSE: DOX) in various HR roles.  Most recently Mika was VP of Human Resources for Israel and Corporate Units, having previously served as Managing Senior Talent Unit and HR Director of the European Division.  From 2000-2002 Mika worked in HR for Manpower Israel.

Mika holds an MBA in Organizational Behavior and a BA in Management specializing in HR, both from Ben Gurion University, Israel.  Mika is also a multi-certified organizational coach and mentor, including 360 Degree and MBTI, and is an expert in change management.

Leon Paull - GM Global Distributors

Leon Paull serves as our GM Global Distributors, and has managed our global network of distribution partners since 2008.  Prior to that Mr. Paull fulfilled various key positions in the company after joining in 2004.

From 2005 to 2006 Mr. Paull was Head of Market Research and Information, and from 2007 to 2008 served as Global Brand Manager for the Company’s machine and cylinder product range. Mr. Paull holds a Bachelors Degree in History and Political Science from the Hebrew University. 

Yaron Kopel - Chief Innovation and Design Officer

Yaron Kopel has served as our Chief Innovation and Design Officer since September 2011.  From 2009 to 2011 Mr. Kopel was the Vice-President of Marketing and Innovation for Excellence Israel, the second largest investment house in Israel with approximately $20 billion under management.  Prior to that Mr. Kopel was the founder of ZER4U, Israel's leading flower chain, and founder of Te Casan, an upscale, women's shoe brand in NYC.

In 2003 Mr. Kopel was awarded Israel's Young Entrepreneur of the Year in a global contest sponsored by Ernst & Young.  Mr. Kopel holds a B.A. in business and economics from Tel Aviv Academy.


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