How I got here
Four chapters, one thread.
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Where the systems thinking started.
I started out as a systems engineer in the IDF. That's where my interest in security and cyber intelligence began, and where I learned to think in systems.
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Paying for every click.
I built an eCommerce business in the gaming space, and it lived on paid traffic.
In 2016 the agency running my ads kept spotting the same thing: every month, a chunk of my budget went on clicks from fake users who were never going to buy. I sold the business in 2017.
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So we built the fix.
In 2018 I co-founded PPC Protect, now Lunio, with Neil Andrew and Alex Winston from that agency. It grew into an AI-powered ad traffic verification platform: machine learning that analyses every paid click in real time, filters out bots, click farms and fraud across Google, Meta and Microsoft Ads, and moves the budget back into the campaigns that convert.
As co-founder and COO I helped take it from $0 to $10M ARR across three funding rounds, with Fuel Ventures leading the seed and Smedvig Capital the Series A. At ±$1M ARR I hired Leonardo Pizarro to lead demand generation. Today we run ToJupiter together.
- ARR, grown from $0
- $10M
- Series A, led by Smedvig Capital
- $15M
- Businesses protected, across 10,000+ ad accounts
- 1,000+
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Growth, from inside the team.
In 2024 Leo and I co-founded ToJupiter, an embedded demand generation team for B2B SaaS. Senior operators join your team, own the pipeline number with you, and answer in Slack rather than a ticket queue. I look after operations and the commercial side.
I'm also involved in an eCommerce project, back where I started.
Visit tojupiter.com
hello.