PX 2023-2024

MONDAY - 12.2


Registration & Breakfast
Registration & Breakfast
Opening Speech
9:15 - 09:30
Opening Speech
Shelly Shmurack ||  Product Leadership Data & AI, Walmart Aspectiva
09:30 - 09:45
Shelly Shmurack
Product Leadership Data & AI
Walmart Aspectiva
Tomorrow's Playbook: AI, Strategy, Product

As AI continues to expand with every passing second, it's time for an AI product management playbook. The talk will delve into the essential process of integrating AI into our products, covering practical key practices throughout the AI product lifecycle and providing guidance on formulating a strategy for incorporating AI into the products of the future.

Gadi Ganon // Assaf Asbag || VP of Product Technologies and AI // VP AI, Playtika
Gadi Ganon // Assaf Asbag
VP of Product Technologies and AI // VP AI
Redefining Product Development and KPIs: Pioneering Generative AI in the Age of FOMO

Generative AI has created many opportunities, with hundreds of startups emerging this year. With our extensive experience in AI and drawing from our hands-on work developing Generative AI since the beginning, our journey sheds light on the unique challenges in navigating this new landscape. 

How does FOMO impact decision-making in developing Generative AI products? 

What new approaches are crucial in this transformative journey? 

Challenges like the disruptive effect of new KPIs on productivity and the need for a fresh skill set reshape the implementation landscape, disrupting the classic product life cycle dance, challenging product managers and data scientists to collaborate in new ways.


Eynat Guez|| CEO & Co-Founder , Papaya Global
Eynat Guez
CEO & Co-Founder
Papaya Global
Shaping Tomorrow: A CEO's View on Strategy Shifts and Product Transformations

This year's keynote talk offers a strategic perspective for product managers. Einat Guez, CEO of Papaya-Global, shares insights into a significant strategy change impacting all company departments, especially the product team. Discover the catalysts for change, decision-making processes, and the associated challenges. Gain valuable insights into guiding a product group during substantial transformations and bringing a new strategy to market. Explore tough decisions like terminating relationships with once-ideal customers and understand the pivotal role of the product team in a strategic change

Irit Elgavi  // Eyal Dichter || Lt. Col  // Captain // Lt. Col, IDF
Irit Elgavi // Eyal Dichter
Lt. Col // Captain // Lt. Col
AI's Role in 'Iron Swords' War: Transitioning from Chaos to Productivity
Coffee Break
10:50 - 11:35
Coffee Break
Eyal Dyment ||VP Product || Jfrog
11:35 - 11:55
Eyal Dyment
VP Product
Stepping into a new category - How to make it, and live to tell about it

Ever been pleasantly surprised when a vendor offers products across different categories, perfectly complementing your needs? It's like discovering a clothing store also selling the perfect accessories, completing the perfect outfit.

Join me for the real story of JFrog's journey - From aiding Engineering Teams with DevOps solutions to empowering Security Leaders with Application Security solutions. Among other success factors, we'll focus on the crucial role of Building and Leveraging Trust as ongoing drivers for growth and customer satisfaction


Guy Mordecai ||VP Product, Fireblocks
11:55 - 12:10
Guy Mordecai
VP Product
Mission Impossible: Connecting the Dots from Metrics to Mission

Choosing metrics that matter can be a hard and messy task for any product scope or level of maturity. In this talk we’ll explore a practical framework for choosing the right metrics that align to the broader mission and strategy, while avoiding the mistakes I made along that journey. 



Oren Lewkowicz || VP and Head of Collect & Review LOB, Cellebrite
12:10 - 12:30
Oren Lewkowicz
VP and Head of Collect & Review LOB
How Competition forced us to expand our business

 Cellebrite introduced a Premium solution in 2016 for selected customers with a very high price point.

 2 years later a competitor came with an offering for a much lower and disrupted the market.

 Learn how Cellebrite reacted quickly & changed the business model and leveraged its install base to develop a new offering that grew the adoption by X10 and boosted the ARR.


Ronen Soffer || Product Cheif, Intuition Robotics
Ronen Soffer
Product Cheif
Intuition Robotics
What AI? It’s a talking desk lamp!

What’s the right strategy for a product in a category that doesn’t exist? 

How do you prioritise, design and monetise a product that everybody needs, but no one expects?

OK, so when fighting the loneliness of older adults living alone, the focus is on creating Companionship. But what will make ageing, lonely Americans accept a talking robot into their homes and lives? What do you focus on, implement, and measure - to know your product is on the right path - when it has no utilitarian purpose, and everything it aims to achieve is a growing set of experiences, gradually defined as a “relationship”. 

What is the role of the hardware? How do awareness and context blend in? And inevitably - any LLM / GenAI to speak of?


Prof. Ron Shachar ||  Former Dean of Arison School of Business, Reichman University. Currently head of the Honors program.
Prof. Ron Shachar
Former Dean of Arison School of Business
Reichman University. Currently head of the Honors program.
The five stories marketers should tell

What do Cinderella, Jane Eyre, Aladdin and the Ugly Duckling have in common? Their plot.

 Two decades ago the author Christopher Booker argued that throughout history there were only seven basic plots that writers have used. One of them, rags to riches, fits the four stories above.


 In the lecture I argue that throughout history there were only five basic stories that marketers have used (quite different from those identified by Booker). Knowing and understanding these five can be very useful to marketers, especially today – when marketers are frequently encouraged to tell stories. In the lecture I describe these basic stories as well as four storytelling methods that advertisers should use to overcome the major challenges advertisers face.

Yaelle David || Brand Experience Lead
Yaelle David
Brand Experience Lead
Purpose-design: a unique 6-step methodology to create an emotional connection with your product

I will share with you a method I developed during my last 20 years in the field of Branding, UI and UX in Israel and around the world.
The method will help you understand your product more deeply, connect you emotionally to them and more than that - the purpose design method will turn your products from technologies into unforgettable characters in the lives of your customers.

So, how does it work?

We will go through a program made up of 6 steps that you will need to implement in order to build a unique experience and create an emotional connection between your team, your product and grow trust and loyalty with your customers.
The methodology will help you understand how to include the purpose of your product in each and every feature
and help differentiate the product in the market and improve your ability to compete and inspire.


Noa Reikhav || VP Product, Skai
Noa Reikhav
VP Product
Unveiling the Product Compass: Navigating Product Discovery for Strategic Success

Join us for a practical and results-oriented lecture on product discovery. Learn how to navigate the process of uncovering customer needs, and build your product strategy for success. Gain hands-on tools and takeaways to drive your product development forward. Don't miss this opportunity to chart your course towards strategic excellence.

Dessert Break
Dessert Break
Yael Ben-Ari || Senior Product Manager, Microsoft
Yael Ben-Ari
Senior Product Manager
Navigating SMB Waters with Enterprise Ship

 The Microsoft Security Group has been at the forefront of providing device security solutions for enterprises. However, when we identified an exciting new opportunity to expand our reach to the SMB (Small and Medium-sized Business) market, we suddenly found ourselves feeling like the new kid in town.

We needed to familiarize ourselves with the dynamics of a new ecosystem, adapt to the needs of a different market segment, and face the harsh reality of a crowded, incentive-driven market.

In this session, I will share how we handled this challenge, including cost reduction, pricing adjustments, refining feature sets, and changing sales strategies.

Join us as we explore the lessons we learned, strategies we employed, methodologies we used, and the best practices that enabled us to effectively penetrate a new market segment.  


Tzviel Lemberger || Head of AI for validation product team, Intel
Tzviel Lemberger
Head of AI for validation product team
 Unlocking AI Explainability: Revolutionizing Intel's Chip Validation Process Using AI

Dive into the world of AI explainability and witness how it has transformed Intel's chip validation process. Discover how our AI-based product has simplified complex processes, making them more understandable and efficient. In this lecture, we will explore the pivotal role of AI explainability techniques in fostering customer understanding, building trust, and driving widespread adoption. 

Liat Peled || VP Product, Pango
Liat Peled
VP Product
From a parking app to super app – how strategy shaped our app concept and features

How a vision of one sentence inspired us in the process of designing and shaping our new app.  

How as a product manager you manage to bind all the pieces together: business, marketing, product, UX, UI & development into one coherent story that serves your brand vision & strategy and most importantly can tell one simple story to your customers 

Pango went through a thorough journey of shaping its vision which was led by designing and rebuilding our new application interface. As Pango VP product, I had the privilege of leading this process.  

I will share with you our takeaways, what worked for us, what didn't work, what we learned and what can serve you on your day today's work.  

And... will also have very interesting numbers to share, how this all merged into business KPIs and goals.  


TUESDAY - 13.2


Registration & Breakfast
Registration & Breakfast
Opening Speech
9:15 - 09:30
Opening Speech
Amichai Even Chen // Eran Rozen || Senior Product manager // Product Lead, Monday
09:30 - 09:45
Amichai Even Chen // Eran Rozen
Senior Product manager // Product Lead
Product with Purpose: Managing 400K Aid Requests in the Aftermath October 7th

The sudden events of October 7th caught us off-guard, as they did everyone. Within hours, we received a call to action from an aid organization, tasking us with creating a system to help secure shelter for families who had suddenly found themselves without a home. What unfolded in the following seven days was nothing short of extraordinary. Our team rapidly developed a product that became a critical tool for hundreds of command centers nationwide, enabling them to coordinate relief efforts across the county effectively. In this session, we'll share our journey, the critical insights we gained as product managers, and the human lessons we learned while responding to a crisis of unforeseen scale

Sivan Yaron-Enden|| Group Product Manager, Intuit
09:45 - 10:05
Sivan Yaron-Enden
Group Product Manager
Domain Diversity: Why Switching Industries Make You a Better Product Thinker

 Stuck in your industry silo? Craving a fresh challenge? Join Sivan as she shares her career journey of pivoting across diverse domains like education, transportation, advertising, marketplaces, and fintech. Discover her practical toolkit for mastering new landscapes, becoming a domain whisperer, and unearthing your users' true needs. Forget fear – embrace reinvention! This power talk equips you with actionable strategies to conquer any new domain thrown your way, opening doors to a boundless future in product management.

Benji Azaria ||  VP of Data Science, Cloudinary
10:05 - 10:25
Benji Azaria
VP of Data Science
From Guilt Driven to Data Driven

Many companies have a strong Product department and a strong Data department. In this presentation, we'll discuss how we reached the state of working closely together in order to drive the product department to become a data-driven department. Every feature is discussed with an analyst, measured properly, tested statistically, and the final decision whether to deploy or not is based on data outcomes.


Ofir Natan || CPO, Practical AI
10:25 - 10:50
Ofir Natan
Practical AI
Nailing Your Gen AI Feature - A Framework for Success

As companies race to take advantage of emerging opportunities to deliver new value through Generative AI, product teams are exploring effective ways to successfully embed Gen AI into their roadmaps using minimal resources.

Following his work on multiple Gen AI projects with various companies, Ofir developed a framework to help you navigate your journey from idea to full integration into your product and increase the probability of success.

In his talk, using real-world examples, Ofir will share key steps, challenges, best practices and resources you can use to nail your own Gen AI project or feature.

Coffee Break
10:50 - 11:35
Coffee Break
Guy Molho || Senior Director of Product, Melio
Guy Molho
Senior Director of Product
To B2B or not to Be
Emiliano Argnani || Senior Solution Engineer, Mixpanel
11:55 - 12:15
Emiliano Argnani
Senior Solution Engineer
Bridging the Gap: Unified Analytics to Empower Product Success

This talk explores the power of a unified analytics platform, bridging collaboration gaps among diverse teams spanning marketing analytics, product analytics, and sales. By establishing a single source of truth, this integration promotes seamless cooperation and enriches data-driven decision-making. Highlighting the leadership capacity of product teams, the talk underscores their pivotal role in steering organizational transformation. The discussion extends to detail best practices for analyzing the entire user journey—from initial awareness to active engagement within the application. We will demonstrate actionable ways to boost conversion rates, ensuring long-term user engagement and maximizing value. Key to this success are strategic user segmentations and actionable data insights.

Yuval Nachman ||CPO & Co-founder, Bagle
Yuval Nachman
CPO & Co-founder
Idea 360: Leverage GTM Alignment to Maximize Product Impact

Having strategy and OKRs is often not enough. If you want to ensure alignment and trust from both customers and GTM, you need to ensure at all times your Ideas are solving high value problems for you customers. 

The good news is that with a sound 360 view (zero blind spots) into your Ideas in all stages (Discovery, Execution and Delivery) you can instantly size opportunities (how many customers are affected and how often?) as well as justify and prioritize your decision based on what customers really want and how it affects the company’s OKRs. An effective Product-GTM alignment can also help eliminate “anecdotal challenges” and vocal customers biases, putting more focus on enablement and making sure each solution is front-and-center.




Gil Bouhnick || Product Director, AppsFlyer
12:25 - 12:45
Gil Bouhnick
Product Director
Beyond events: turning soft signals into powerful insights

We all aim for data-driven decisions, but what do you do when data falls short of providing the necessary insights? 
This session will showcase techniques for turning vague hints and soft signals into powerful insights, using some real-life examples from various startup products. 


Guy Loel || Actor, Guylo
13:45 - 14:45
Guy Loel
A golden path for finding creative solutions.

Guy Loel is an Israeli actor who has dedicated over a decade to exploring the world of mechanical puzzles.

What began as a hobby has evolved into a full-fledged obsession.

During this presentation, we will delve into the puzzle world to uncover valuable problem-solving techniques that can be applied to real-world challenges. He is also a member of IPP (International Puzzle Party).

Hadas Sheinfeld // Edik Mitelman || Product Strategist // SVP & General Manager, Privacy Cloud
14:45- 15:10
Hadas Sheinfeld // Edik Mitelman
Product Strategist // SVP & General Manager
Privacy Cloud
 The unfiltered truth about product management 2024
Dessert Break
Dessert Break
Carmel Arad || Senior product manager, Honeybook
15:40 - 16:00
Carmel Arad
Senior product manager
Beyond Data: Harnessing customer intent for growth

While planning our growth strategy for 2023 our team at HoneyBook faced an exciting challenge. The previous optimizations we applied to our onboarding flow didn't yield the desired results, prompting us to seek a fresh approach.

Acknowledging the complexity of our product, we realized that combining data insights with genuine user empathy was the key to our success. Better understanding the users behind the funnel numbers and their pains led us to uncover a novel user segmentation approach, laying the groundwork for our growth strategy.

This lecture will explore how a data-inspired approach can unlock new opportunities for innovation and growth in any product. By infusing empathy into your data-driven decision-making, you can transform challenges into opportunities, foster innovation, and achieve exceptional growth for your products. Additionally, you'll gain insights into effective implementation of straight-line onboarding principles, quick testing techniques, and comprehensive impact validation, empowering you to secure stakeholder support for new product growth strategies and attain the results you are aiming for.



Roee Froman || Product Director, Taboola
16:00 - 16:15
Roee Froman
Product Director
Product Strategy: 360 validation cookbook 

We are often asked to build a Product Strategy, but not always do we have the model to support our thought process and the integration of the different pieces. Converging the business side, company goals and market condition is the secret in generating an impactful Product Strategy.
In the talk I will present the 360 Product Strategy model which I co-developed as a consultant, used with my customers and using now in Taboola. We will go over the various parts of the model, learn how to get the info and how to connect it all together.
My name is Roee and I'm leading the eCommerce squad at Taboola, I previously managed Product and Presales teams in TOMIA and was a consultant for various companies in the domains of GTM, Strategy and more and, I love snowboarding!

Julia Diament  || VP R&D, Security Organization
16:15 - 16:35
Julia Diament
Security Organization
Extreme AI: Applying AI for Strategic Decision-Making in High-Stakes Situations

Deployment without formal authority is a significant challenge for Product Managers, and when it comes to AI, the complexity reaches new heights, almost like creating art in a scientific world. In this enlightening lecture, Julia will share valuable recipes from her career cooking book that pave the way to success and help prevent AI algorithm failures.
Join us as we explore practical strategies to get things done - the right way, empowering you to navigate the challenges of AI deployments with finesse.