From the startup trenches to the coaching room

I'm a startup leader turned Executive Emotional Coach. With a deep curiosity about how things work, I focus on understanding people's "Personal Operating Systems" and their unique mechanisms. I strive to empower high achievers to navigate their challenges with integrity and empathy.

Background

I'm a mother to three wonderful children, whom we strive to raise with confidence and compassion — values I hold dear. We live in Tel Aviv, where I've spent most of my life, with the exception of a year in North Carolina and extensive global travel for both business and pleasure.

I hold a BSc in Bio-medical Engineering and an MBA, both from Tel Aviv University.

Startup experience

Over the course of a decade in the startup sector, I led product and risk management and guided teams. My roles ranged from being a key player in a successful acquisition by PayPal (Fraud Sciences), to leading teams at a corporate giant (PayPal) and a growth-stage company (Kontera). I was also the first employee and VP at Behalf, where I spent six transformative years.

These diverse experiences let me navigate success, change, excitement and failure. Each role deepened my understanding of the dynamic challenges leaders face, giving me firsthand insight into high-stakes environments. Just a year into my career I was leading projects and managing a team; by four years in, I was a VP. It was challenging, and it required me to exponentially grow my skills and expand my emotional capacity — that's what I want to help others achieve.

Insights and growth

Before founding my practice, I took a moment to pause and reflect, which redirected my career toward coaching. The decision was driven by a realization of my strengths in leadership — being the trustworthy, respected voice in the room, appreciated for my perspective and approach. I realized my passion had shifted to leading as a mentor and coach for my team, helping them navigate challenges and watching them perform happily and successfully.

My coaching

Over the past seven years, I've dedicated myself to executive emotional coaching, guiding over 3,500 sessions primarily in the tech industry. My background in startup leadership gives me firsthand insight into the pressures and rewards of high-stakes environments.

I studied Personal and Couples Coaching in the Satya Method at the Emotion School, further enriching my practice. As a full-time coach, I work with a diverse portfolio of clients — from early-stage to late-stage companies, founders, senior management, individual contributors and investors — which keeps me connected to every point of view and gives me a holistic view of the industry.

Values I coach by

My approach

I guide my clients in understanding their Personal Operating System — uncovering their unique mechanisms and helping them navigate their professional and personal challenges. Through one-on-one sessions, I help clients identify and overcome obstacles, enhance self-awareness, and foster authentic communication.

I believe that to make quantum leaps, we should cultivate two equally strong inner voices: one that challenges us to improve with firm commitment, and another that supports us with acceptance and compassion. My mission is to help people unlock their barriers and grow closer to their true aspirations — fostering honesty, self-awareness and resilience along the way.

Where we can meet

• Center Tel-AvivKarlibach St.
• North Tel-AvivHadar Yosef
• ZoomAvailable worldwide

Book an intro call