Management

Zur
Feldman
Chairman & CEO

With over 25 years of executive experience working with high-tech companies and venture capital firms, Zur Feldman has helped transform numerous startups into multi-billion dollar corporations.

With over 25 years of executive experience working with high-tech companies and venture capital firms, Zur Feldman has helped transform numerous startups into multi-billion dollar corporations.
 
Prior to joining wefi, Zur was a venture partner at Pitango – Israel’s largest VC firm.  While there, he spearheaded many successful investment initiatives, both within the public and private spheres.
 
Before Pitango, Zur was selected by Microsoft, ING, Echostar, and Gilat to cofound and lead StarBand Communications – the world’s first 2-way, high-speed consumer satellite broadband service.  During his 5 years as Chairman and CEO, he expanded Internet coverage to tens of thousands of rural customers throughout North and Central America.
 
Prior to StarBand, Zur served in a range of senior positions at Packard Bell Electronics over the course of 13 years.  As the company’s Executive VP of Operations, he oversaw the successful migration of Packard Bell’s HQ operations following the Northbridge earthquake of 1995.  This massive transition resulted in the formation of the world’s largest PC manufacturing facility under a single roof.  While at Packard Bell, Zur also spearheaded several M&A initiatives with Zenith Corp. and NEC USA Corp.
 
In addition to a BA in Photojournalism, TV Broadcasting, and Communications from NYU, Zur is a graduate of the Harvard Business School program for Senior Executives, the Stanford University Graduate School of Business and Management for Executives, and UCLA’s Business and Management program.

Shy
Basson
CFO & Head of Operations

Responsible for all financial, legal, and operational activities at wefi, Shy Basson brings over 10 years of expertise in financial management, operations, and business development.

Responsible for all financial, legal, and operational activities at wefi, Shy Basson brings over 10 years of expertise in financial management, operations, and business development.
 
Prior to joining wefi, led the Stateside branch of AOL’s ICQ business operations.  Before this, he served as Corporate Comptroller for ClearForest (acquired by Thomson Reuters) followed by his CFO position with ICQ (acquired by AOL).
 
During his time with Pricewaterhouse Coopers (1997 to 2000), Shy managed a broad range of clients within the high-tech, communications,  
and services industries.
 
A CPA and member of the Israeli Certified Public Accountants Chamber, Shy Basson holds a magna cum laude BA in Business Management and  
Accounting from the Management College .

Eran
Naveh
Chief Technology Officer

Responsible for wefi’s product strategy, management, and roadmap, Eran Naveh brings more than 25 years of experience in both fixed and mobile telecommunications.

Responsible for wefi’s product strategy, management, and roadmap, Eran Naveh brings more than 25 years of experience in both fixed and mobile telecommunications.  
 
Prior to joining wefi, Eran consulted on business and technology strategies for a number of mobile operators and ISPs, including Partner  
Communications Company/Orange Israel and 012 Smile.
 
From 1998 to 2005, Eran played a pivotal role in the successful launch of Partner Communications/Orange Israel, helping it develop innovative data services and content applications.  He spearheaded the company’s internal R&D department before becoming Chief Technology Office from 2001 to 2005.
 
Before that, Eran founded Aretê Information Technologies (1995 to 1998).  As VP of R&D, he supervised the development of a cutting-edge artificial intelligence-based search engine.

Arie
Shaham
VP R&D

As wefi's VP of R&D, Arie Shaham brings over 25 years of experience in software and systems development.

As wefi's VP of R&D, Arie Shaham brings over 25 years of experience in software and systems development. He's spent over 15 years as Executive and VP R&D of Telecommunications, mobile and business applications companies. 

Prior to joining wefi, Arie was a founder, executive, and board member of Tdsoft for over ten years—Tdsoft is a leading provider of broadband gateways. After his time there, Arie worked as the EVP of R&D at a couple of companies. Starting in 2005, he was responsible for all R&D activities including s/w development, Integration, QA and ISO at VocalTec. Following his time there, he transitioned to Netformx where he took over the responsibilities for company core software development, professional services and customized solutions development, system architecture and QA. In 2011 Arie was added as the VP of R&D at Celtro where he managed the company's system architecture, software and hardware development, DSP development, network management, and QA. He graduated from the Israeli Aircraft Industry Embedded Software school.

Alexander
Zaidelson
VP, Product Management

As VP Product Management, Alexander is responsible for ensuring that wefi’s product and marketing activities meet business needs with Sales, R&D and Operations.

As VP Product Management, Alexander is responsible for ensuring that wefi’s product and marketing activities meet business needs with Sales, R&D and Operations. Alexander brings 15+ years of executive management in the area of product management and business development in the high tech industry.
Prior to joining wefi, Alexander co-founded Nareos and served as VP Business Development in the company. Prior to Nareos, Alexander worked as a software engineer at Mercury Interactive, Softwatch and Demantra. 
Alexander holds an MBA in Finance and Entrepreneurship from Tel Aviv University and an MA in Applied Linguistics from St. Petersburg University.

Stephen
Becker
VP Business Development

Stephen Becker, in his appointed role as Vice President of Business Development & US sales will work to expand business with customers and partners.

Stephen Becker, in his appointed role as Vice President of Business Development & US sales will work to expand business with customers and partners. Becker is an experienced business development professional with over 20 years of experience in the wireless and cable TV industries. He has a proven track record in developing and implementing growth strategies to help companies transform during periods of change. Prior to joining wefi, Becker led product, business development and strategy for Sprint's wholesale group. He also built and ran the marketing and sales function for N2 Broadband, a developer of video on demand software for the cable television industry, and was an executive at Cox Communications.

Becker has an MBA in finance from the Wharton School and graduated with a degree in economics and public policy from Princeton University.

Sheya
Hertz
VP HR

As wefi’s Head of Human Resources, Sheya Hertz plays a critical role in the company’s organizational development and growth.

As wefi’s Head of Human Resources, Sheya Hertz plays a critical role in the company’s organizational development and growth. She is also responsible for cultural awareness, recruitment, and training – both at wefi and at other companies in the region.   
 
Prior to wefi, Sheya worked in Intel’s HR department for 14 years, helping to design the company’s organizational development, training, compensation, and global benefits programs.  Until 2007, she managed the Work Life and Wellbeing Group – both in Israel and at other Intel locations around the globe.  From 2007 to 2009, Sheya managed leadership development for Intel’s EMEA region.   
 
Sheya originally launched her as the Culture and Social Department Manager in Israel’s Ministry of Absorption – the agency responsible for assimilating young immigrants into the county.
 
A certified CTI Life Coach, Sheya has 2 BAs (Psychology and Behavioral Science, Management, and Economics) and an MBA – all from Ben Gurion  
University.  When she’s not consulting, Sheya guest lectures, conducts HR workshops, and spends time with her husband and 2 daughters in Ramat Ha'Sharon.

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