One loop, four
chapters.
Engineer, then business operator, then technologist‑executive — each chapter built the capability the next one needed.
Foundations.
Amir's career began in enterprise B2B software at ClickSoftware — rising from engineering team lead to Director of Technical Partner Relations over eight years. He built and certified integrations with SAP, Microsoft and IBM, earned Microsoft Gold Certified Partner status, and ran the company's technical training operation as both a cost center and a profit center.
He then moved into e‑commerce infrastructure as VP R&D at Kyozou, running a multi‑tenant SaaS platform for hundreds of concurrent merchants and standing up a new international development center — the first time he owned both the technology and the business logic behind it.
Alongside those early years, he completed a BSc in Mathematics and Computer Science and an MBA in Finance at Tel Aviv University's Recanati Business School — the technical‑plus‑business pairing that runs through every chapter since.
Scale.
At 5min Media, Amir led engineering through a period of rapid growth — stabilizing production and leading the technical due diligence that carried the company through its acquisition by AOL. He stayed on as VP R&D for AOL On, and later became CTO of AOL Video and AOL Israel Country Manager, running a 100+ person organization across Israel, the UK and the US, and sitting on AOL's technology cabinet shaping company‑wide direction.
Under his watch, AOL Video went from startup scale to the internet's second‑largest video property, serving billions of calls and petabytes of data a month. He rebuilt engineering practice around Kanban, Scrum and CI/CD, and in 2012 started the team's deep learning work — building models that automatically selected the best video thumbnail to maximize click‑through and conversion, and that identified a video's content and subject matter to match it to the most relevant textual post.
Command.
Amir joined Showbox — a platform that used deep learning and computer vision, including pixel‑level video segmentation to separate a person from the background in real time, to simulate an automated TV production studio — as COO, building its go‑to‑market motion and early team. The company was running B2B and B2C in parallel; Amir made the strategic call to focus it on B2C first, and shipped the B2C platform that came out of that decision.
He then led the pivot to B2B, signing enterprise deals with brands including the United Nations, Twitch and the London Stock Exchange Group, and standing up the U.S. subsidiary and sales organization that carried it. Over this period the company raised roughly $10M, with Amir participating in the round alongside the CEO who led it.
Promoted to CEO, he set a third strategic pivot — moving Showbox into a token‑based, blockchain‑powered video‑creation marketplace and an ICO — and personally led and closed the company's final round, roughly $1–2M, ahead of its acquisition by Powtoon. It was his first time carrying full general‑management responsibility — product, fundraising, board management and company strategy — layered on top of the technology he'd spent two decades building.
Now: an AI‑driven marketplace.
Today Amir is CTO of Worthy.com, a C2B marketplace for diamond jewelry — and the role closes the loop: an engineer who became a business operator, now leading both sides of the marketplace, not just its technology layer. He leads a 25‑person cross‑functional product, engineering, data and data science organization, built as one function rather than four silos. The business's central strategic challenge lives on the B2C side — generating continuous, high‑quality supply into the marketplace — and it's the problem the rest of this chapter is about solving.
When he joined in 2018, the business ran on manual, judgment‑by‑judgment decisions. He rebuilt it around data — replacing manual process with machine learning across the customer journey, including decisions that play out over long time horizons rather than a single session. That same data foundation now drives personalization and AI‑led marketing optimization. The underlying platform was re‑architected from a monolith into microservices, and the org moved to agile delivery, so the ML and data teams could ship continuously instead of waiting on quarterly releases.
The result isn't a technology project sitting beside the business — it's automation and data driving company‑wide KPIs that used to depend on manual labor. In parallel, he advised tons.ai (2019–2025) on applying the same AI‑first thinking elsewhere.
Unified product, engineering, data and data science under one leader — one function, not four silos.
Identifies the best, highest‑quality leads and feeds that signal back to marketing platforms in a closed loop — continuously sharpening targeting.
Personalizes each customer's online and offline journey, so every decision along the way increases the likelihood of conversion.
Monolith → microservices and agile delivery, built to let the ML and data teams ship continuously.
"Turned Showbox from an early‑stage product into an acquired company as CEO — then turned Worthy's manual, judgment‑driven operation into a data‑driven, ML‑powered business that shapes every step of the customer journey."