About
Operator. Architect.
I build AI-native marketing operations and help senior marketing leaders do the same. Fifteen years in digital — iGaming, tech, and regulated markets — now running a multi-pillar operation on the Central Coast of Australia, largely on my own, on an AI layer.
Most people who call themselves AI transformation experts have never had to make one work on their own money. I have. I run a multi-pillar marketing operation — agency engagements, owned ventures, products — largely on my own, on an AI operating layer. That's the credential. Everything I write and every engagement I take comes from having built the thing, not from having advised on it.
The fifteen years before that were proof-building in the hardest digital environments I could find. 888 Holdings in Tel Aviv, where SEO stopped being a job and became a craft for seeing what dashboards miss. Catena Media and then Betsson Group in Malta, where I ran digital acquisition across 20+ regulated markets with €100M+ in annual budgets and a team I grew to 120 people across fifteen nationalities. Speed Media Group, where M&A gave me an acquisitor's eye for how companies actually work versus how they think they work. TonyBet, where I launched six markets in two years and proved the framework was portable.
The through-line in every role: the biggest opportunities are hiding in plain sight. The costs nobody's measuring. The process running on institutional memory that's one resignation away from collapsing. The gap between what the numbers say and what's actually happening. Finding that gap — and fixing it — is the craft.
Then AI changed the economics of all of it. I went deep.
2025 was intentional. I surfed. I read. I built an AI agent product from scratch to understand the architecture from the inside — not the chat interface, the memory layer, the integration model, the governance architecture that makes an autonomous system trustworthy rather than dangerous. Then I moved to the Central Coast of Australia and applied everything to an operation I own.
What I now know: there's a gap between "we use AI" and "we run on AI" that most teams have no map for. I've built that map by living inside it. Everything on this site — the essays, the frameworks, the original research — is the map, in public.
How the operation runs
What “AI-native” actually means here
Not AI bolted on as a feature. Four layers that let the business run on it — and the reason one operator can run what used to take a team.
Memory
Persistent context across every session. The system briefs me — not the other way around.
Integration
Wired into the real stack — analytics, ad platforms, the deploy pipeline. It acts, not just advises.
Codified workflows
Every procedure written once, versioned like code, improving with each run.
Gated autonomy
Unsupervised work writes to staging; a human promotes. The autonomy is real, the blast radius is zero.
Original research
What AI answer engines actually cite — and why it matters
In early 2026, I ran a 3,050-answer audit across ChatGPT, Perplexity, Google AI Overviews, and Claude — tracking which content they cite, how often, and what structural features predict a citation. Not what the SEO consensus says. What the data says.
The findings changed how I think about every piece of content I publish. They're also the most concrete, honest account of AI citation mechanics I've seen published — which is exactly why I made it public.
€100M+
Annual budgets managed
120
Largest team led
20+
Regulated markets
15+
Years in digital
The Journey
How I got here
First steps in digital
Started in Israeli digital marketing agencies. Learned how the internet actually works — not the theory, the practice.
888 Holdings
Joined one of the best companies in Israel to work for. Discovered iGaming and never looked back. SEO went from a skill to a craft — and a lens for seeing what dashboards miss.
Malta chapter begins
Moved to Malta for Catena Media. The iGaming capital of the world. Learned what real scale looks like — hundreds of sites, millions of visitors, multicultural teams across a dozen languages.
Betsson Group
Director of Acquisition across 20+ regulated markets. €100M+ budgets. A team I grew to 120 people across fifteen nationalities. The pattern became clear: the biggest opportunities are always hiding in plain sight.
CPO at Speed Media Group
Became Chief Product Officer. Ran multiple M&A deals from the inside — due diligence, integration, portfolio strategy. Saw companies through an acquisitor's eyes. The quiet dependencies and hidden costs show up fast when there's money on the table.
TonyBet and new markets
Director of Performance Marketing across six markets: Ireland, Canada, Netherlands, Spain, Latvia, Estonia. TV campaigns, sponsorships, the full spectrum. Proved the framework was portable.
The intentional year
Travelled. Went deep on AI — not reading about it, building with it. Built an AI agent product from scratch to understand the architecture from the inside. Surfed. Read. Thought. This is how I do transitions.
Australia and what's next
Central Coast. Ocean. Clarity. Building and running an AI-native operation — agency engagements, owned ventures, products — on my own, on an AI layer. Writing about what it actually takes, in the open.
Work with me
Three ways to work together
I take on a small amount of outside work alongside running my own operation. I don't sell packages off a shelf — but these are the shapes most engagements take.
01
AI/MarTech audit & transformation roadmap
An honest read on where your AI implementation is stalling and what to build next. Documented audit of the stack, the gaps, and a sequenced roadmap. The entry point for deeper work.
02
Fractional advisory
Senior operator perspective — a few hours per month on AI-augmented marketing operations, growth architecture, or the back-office systems that make compound-context work possible. Two shapes: 2-hour strategy sprint or monthly retainer.
03
Speaking, podcasts, and writing
Board talks and team sessions on AI in marketing operations, governance that speeds you up rather than slowing you down, and operating models that actually ship. Open to conference appearances and podcasts for senior marketing leaders.
Not currently doing: Director / VP / CMO / COO employment. Generic consulting outside this scope. Full details →
Want to have a real conversation?
Tell me what you're working on. We'll figure out if — and how — I can help.