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Optitex Leadership


We are Powered by Innovation, but Great Work Starts with Great People

  • Amir Lehr

    Amir brings over 20 years of experience in executive roles within international corporations, specifically in the fields of Product Management, Marketing, Strategy and Business Development. Prior to joining Optitiex, Amir served as Executive Vice President of Products and Business Development, at Cellebrite. Before joining Cellebrite, he served as Vice President of Embedded Business, a $1B revenue business unit at SanDisk Corp. Amir holds an M.B.A and a B.Sc. in Electrical Engineering, both from the New York Institute of Technology.

  • Amit Ben-Sheffer
    VP Products & R&D

    Amit has spent over 20 years in development and product management roles within enterprise software companies, focusing on fintech, web, and mobile technologies. Amit has worked in both small startups and large corporations. Previous positions included five years at IBM, managing Product Management, Product Marketing and Development for IBM’s mobile platform. Amit holds a B.Sc. in Computer Science and Operations Research from the Tel Aviv University.

  • Talia Rimon
    VP Marketing

    Talia brings 15 years of experience in marketing management and brand strategy for global hi-tech companies. Before joining Optitex, Talia fulfilled the role of Corporate Marketing Director at iMDsoft, Telco Systems and Optibase Technologies, managing global marketing teams and involved in M&A activity. Talia holds an MBA from Tel-Aviv University, an MSc in Design Management from the Technion, and a BA in Economics from Ben-Gurion University.

  • Roy Ben-Amram
    Director of Finance & Operations

    Roy is a Certified Public Accountant and has held controller positions at Siano Mobile Silicon, a privately held company and Magic Software, an Israeli-based, publicly held NASDAQ company. Prior to these positions, Roy spent almost 3 years in public accounting at KPMG in Israel. Roy holds an MBA from Tel-Aviv University and a B.A. in accounting and economics from the Hebrew University.

  • Roni Rotkop
    VP Human Resources

    Roni brings over 13 years of experience in different HR disciplines from global corporates, especially in the field of Organizational development and consulting. Prior to joining Optitex, Roni was HR partner in Amdocs, and training & OD manager for DHL Express in Israel. Roni holds an M.A. in HR management from Tel Aviv university, and a B.A. in behavioral sciences from Ben Gurion university.