About

Hi, I’m Daniel. I figure out where people get stuck, and change the system so they don’t.

I’ve been working since I was 15: night guard, waiter, web admin for a nonprofit. During an organizational psychology class, a guest speaker introduced me to Automattic and the idea of a company with no office at all. It felt like the future, and in 2014 I joined.

I stayed eleven years. I started out helping customers of WordPress.com, Jetpack and WooCommerce, then led a team of my own for seven years, hired for the division, ran customer education, and spent my last two years in data, first on a data science rotation at Tumblr and then in People Analytics.

In July 2025 I joined PostHog’s onboarding team. The job is getting new paying customers to real value fast, and most of what I’ve built there is the data and automation that let a small team reach every account. A lot of it I built with Claude, and I run my own work and life on a system of AI agents I designed.

I’m also doing a Global MBA at Reichman University, finishing in 2027. Through it I spent six months as product manager at REOS.Global, a cross-border real-estate startup, and it’s where I got to do the full job: the market, the model, the specs and the scope.

Every week I write Loops & Levers, one story about product, onboarding or working remotely. I live in Bat Yam, Israel, with my partner, our daughter and our dog.