Assaf Cohen
CEO/ COO/ VP Operations / Head of Business Unit
Winner, a leader, analytical, with infinite resiliency
- Effective management grounded in business acumen, operational excellence, and profound technological expertise.
- Initiating, setting up and leading multidisciplinary hi-tech entities to develop complex products and achieve global business success.
- Large-scale management in a global and complex environment, including engineering, product management, marketing, sales, operations, success, and support.
- Implementing information systems, automating organizational processes to achieve efficient operational excellence.
- Delivering large-scale projects with governments, public bodies, armies, security organizations, ISPs and MNOs.
- Specialized in cybersecurity, tactical ground data and satellite communication
- Believes in pragmatic, modest, and strategic leadership that effectively motivates all partners in the organization.
- Emphasizes “planting and nurturing seeds” in human resources to achieve long-term business excellence and inspire maximum motivation.
- Advocates building trust-based relationships rooted in mutual professional commitment, recognizing that we are all working towards a common goal.
- Lead by example and mentorship as guiding principles to create an empowering organizational culture, aimed at achieving a shared vision and dream.
“Hard work conquers all “
Anything is achievable through belief and collaboration, with human vision and humility at the center.”
My Career story
From the moment I first picked up a basketball, I was driven by a never-ending desire to win. As both a player and a coach, I learned the value of hard work, constant learning, and relentless training. This winning combination fueled my success on the court and became the foundation of my professional life. My passion for technology eventually led me into the world of technological management. Just as on the court, I dedicated myself to endless study and academic growth. Over the years, I gained invaluable multicultural and international experience, managing hundreds of engineers, businessmen, and managers across startups, mid-sized companies, and even massive organizations. I was fortunate enough to lead two successful exits, experiences that helped shape my unique management style. I developed a management model rooted in the belief that anything is possible. This model emphasizes resilience, personal example, and a relentless pursuit of goals. Whether in my everyday life or in business, I strive to lead by example and achieve victory together with my team.
Work Experience
- Founded a cybersecurity startup, developing AI/ML Powered SaaS – Zero Trust Identity Security Platform
- Raised a pre-seed funding, leaded all the company legal, HR, finance, sales, marketing and partnership
- Determining a roadmap and leading the R&D team for the development of POC aimed MVP
- Leading cooperation with global design partners and potential customers throughout the USA, Israel and Europe
- Led development of a broadband satellite internet communication and cyber platform for armies, governments, and ISPs.
- Managed global operations across Canada, Ukraine, Russia, and Israel, overseeing engineering, product management, sales, marketing, and operations.
- Directed sales and marketing campaigns across APAC, EMEA, USA, and LATAM, achieving tens of millions in revenue and year-over-year growth.
- Established and recruited a senior VP and four product managers for a new product management team.
- Defined and implemented operational excellence practices, OKRs, and KPIs across the organization.
- Oversaw eight vice presidents and indirectly managed a team of 30 engineers.
- Led implementation of advanced IT systems: Priority ERP, Salesforce CRM, HubSpot, JIRA, Confluence, Slack, Trello.
- Founded and built a division focused on a SaaS/IaaS solution for Internet connectivity from the ground up.
- Took full responsibility for P&L management.
- Secured NIS 10 million in investment grants through close collaboration with the Israel Innovation Authority.
- Achieved a fourfold increase in business unit revenues.
- Managed engineering, finance, legal, sales, marketing, product development, human resources, projects, operations, and production.
- Led the production of integrated hardware and software systems, collaborating with design manufacturers.
- Implemented and standardized procedures and standards such as ISO 9001:2015 and similar
- Managed a global team of 80 engineers across Israel,
Canada, and Russia. - Led the organization to redefine its winning strategy for tender acquisitions, restructure the roadmap and GTM
- Championed a comprehensive marketing rebranding initiative, including: a new name, logo, website, marketing collateral, new social media channels and traditional press campaign.
- Developed tactical communication systems encompassing software, hardware, and cybersecurity solutions for armies and governments.
- Implemented and led an agile roadmap, restructured the product management team, and established product management practices.
- Played a pivotal role in securing and executing multi-budget programs valued at billions of dollars.
- Managed and recruited 20 field engineers, project managers, presales, and sales personnel across the USA, LATAM, Europe, and Asia.
From 2003 to 2009, I was part of a startup called Shiron Satellite Communications, where I joined as a field engineer and system architect and progressed to senior management roles. I ultimately led the company through its acquisition by Elbit Systems.
- 2008-2009 VICE PRESIDENT OF BUSINESS DEVELOPMENT
- 2006-2008 VICE PRESIDENT OF PROFESSIONAL SERVICES & CUSTOMER SUCCESS
- 2005-2006 SENIOR DIRECTOR PROGRAM MANAGEMENT
- 2003-2005 SENIOR FIELD SUPPORT ENGINEER / SYSTEM ARCHITECT
- 2001-2003 CYBERSECURITY PRODUCT MANAGER
- 2000-2001 NETWORK AND CYBERSECURITY ADMIN
Unwavering inner strength to success and triumphs. By instilling a deep belief in our journey, I empower my partners in the organization to achieve their professional goals, leading to both personal and organizational success.
Employees: “diligent, human, charismatic, pleasant, a man of advice, very decent with his employees, hard worker” …
Colleagues: “family man, he thinks twice, adapts to every situation like a fish in water, fun to work with him “…
Managers: “loyal, hard worker, strategist, versatile, very agile, professional “….
Micahel Jordan : “ Hard work conquers all “
Menachem Begin: Man of peace , quiet and modest leader with big heart and compassion
Education
Education
2007-2009 EXECUTIVE M.B.A, BEN GURION UNIVERSITY OF THE NEGEV, BEER SHEVA, ISRAEL
2001-2005 B.Sc. INDUSTRIAL ENGINEERING, HIT- HOLON INSTITUTE OF TECHNOLOGY, ISRAEL
:Courses
- PROFESSIONAL PRODUCT MANAGEMENT, PMSPHERE
- MANAGING WINING PROGRAMS, ELBIT
- PROJECT MANAGEMENT, PMBOK
- 3D ADVANCED NAGOTAITION SKILLS, LEX SEBENIUS
- SALES MASTERY, SANDLER
- MICROSOFT-MCSE, CHECKPOINT -FW ADMIN, CISCO -CCNA, JOHNBRYCE
:Languages
ENGLISH -Fluent
HEBREW -Native
SPANISH– Proficient
Military Service
1994-1997 SENIOR NETWORKING ENGINEER, ISRAELI AIR FORCE, YANAT 151 SQUADRON
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