Meet The Team

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The GreenRoad management team is comprised of expert leaders, entrepreneurs, industry experts, technical and creative visionaries that bring years of experience to an innovative and established company. They are dedicated to our culture and work tirelessly to scale, grow and succeed in meeting the needs of an ever changing industry.

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Zeev Braude

Chief Executive Officer & President
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Idan Danai

SVP of Global Sales
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Richard Hemming

Director of Global Customer Success
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Guy Melamed

Chief Product Officer & Head of Strategic Partnerships

Zeev Braude

Chief Executive Officer & President

Zeev Braude joined GreenRoad as the CEO in 2013 and has led the company’s strategy, operations and vision. Zeev brings over 20 years of enterprise software experience in leading technology businesses delivering highly engineered products across multiple markets, industries and geographies.

Prior to joining GreenRoad, Zeev founded and served as CEO of Ryz Media, a mobile based platform enabling the convergence of broadcasted content, advertising and social media. Previously, Zeev began his career in 1993 as founding member of MIND CTI, delivering customer-care focused products for large service providers and helped to launch the company’s IPO efforts on NASDAQ. Following MIND CTI, Zeev led sales and marketing for Xeround, a developer of distributed cloud database solutions for SQL based applications.

Zeev received a Bachelor of Science degree from Technion — Israel Institute of Technology.

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Idan Danai

SVP of Global Sales

Bringing more than 15 years of sales and leadership experience, Idan Danai oversees all sales and customer success functions at GreenRoad. As Senior Vice President of Global Sales, he leads a world-class team that focuses on developing GreenRoad’s global customer acquisition.  He joined the company in 2016 after serving as the CEO for Equalum, an end-to-end stream processing platform that enables enterprises to perform real-time analytics, leading to operational efficiency and cost savings.

Previously, Idan headed up the global sales efforts for Clicktale, the global leader in enterprise-class customer experience management, where he led the expansion of Clicktale’s global footprint. He has also held senior roles at EMC and MBI.

Idan received a Bachelor of Science in mathematics and economics from Tel Aviv University.

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Richard Hemming

Director of Global Customer Success

Richard Hemming joined GreenRoad as Vice President of Global Customer Success in 2016, overseeing the growth and renewal of GreenRoad's top enterprise accounts and partnerships. Richard is focused on the customer life cycle strategy and building programs to ensure customer success in both the short and long term.

Prior to joining GreenRoad, he logged 16 years of experience in the connected vehicle and telematics industry. He brings a wealth of experience from working with some of the top fleet-based companies worldwide, serving in various operations, client service, and management roles at companies including Isotrak and DHL.

Richard is trained in the most up-to-date project and account management methodologies.

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Guy Melamed

Chief Product Officer & Head of Strategic Partnerships

Guy Joined GreenRoad to transform its strategic direction and business offering in the fields of Commercial Fleets, Connected Car & Smart Mobility.

As a veteran product strategist, business acumen, marketeer and serial entrepreneur, Guy personifies his profession by adopting exponential thinking approach to design innovative solutions that address market challenges in shifting industry trends.

In his previous role, Guy was the Founder and CEO of Toontok, an engaging animated messaging start up for mobile and wearable devices. Guy led the Product and Solution Design for Ginger Software, a world-renowned leader in Natural Language Understanding acquired by Intel in 2014; and Time To Know, a high-tech start-up delivering breakthrough solutions for today's teacher-led digital classroom. Guy serves as a board member and seed angel investor in several tech companies. In his free time, he watches out for the perfect wave and enjoys contemporary art, movies and extreme sports.

Guy received a Master of Arts in Communication Science from the University of Amsterdam.

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Roni Raviv

Chief Technology Officer
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David Rodriguez

Chief Marketing Officer
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Esti-Tier Sall

SVP of Global Human Resources
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Gili Shalita

Chief Financial Officer & Chief Operational Officer

Roni Raviv

Chief Technology Officer

As Chief Technology Officer, Roni Raviv is responsible for GreenRoad’s technology and rapidly expanding Saas-based IoT safety and smart mobility offerings. He has been a visionary and key contributor to the emerging enterprise cloud operating model.

Before joining GreenRoad, Roni was co-founder and CTO of Ki-Bi Mobile Technologies Ltd., a publicly traded technology company providing solutions for the physical distribution of mobile content based on both consumer electronics devices and central management server systems. Roni also founded Megama R&D, a technology focused innovation house launching new products from ideation to production.  As a multi-disciplinary inventor, Roni invented and holds numerous patents which have been licensed and provided as turnkey development to leading U.S. and Japanese companies in the electronic entertainment, toy and game, and mobile industries.

Roni began his career as a senior R&D engineer with Kodak Datatape in Pasadena, California. He earned a master’s degree in electronic and computer engineering from Ben Gurion University in Israel, supplemented by postgraduate work at the University of California, Los Angeles, and studied industrial product design at the ArtCenter College of Design in Pasadena, California.

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David Rodriguez

Chief Marketing Officer

A marketing veteran with more than 15 years of experience in sales and marketing, David Rodriguez leads GreenRoad’s worldwide marketing efforts and is responsible for articulating the company’s vision, product solutions, technology innovations, and purpose to customers, partners, and media around the globe.

David has held executive marketing, sales, advisory and board positions at some of the most innovative technology and services companies across a variety of industries, including Trintech, The Advisory Board (ABCO), MD Buyline, MediTract, IntellaTriage and TriZetto (TZIX).

David holds a Master of Business Administration degree from DePaul University in Chicago, Illinois.

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Esti-Tier Sall

SVP of Global Human Resources

Esti Tirer-Sall is a human resources expert with over 20 years of experience managing strategic HR initiatives for high-growth international organizations. In her current role as senior vice president of global human resources, Esti is responsible for leading GreenRoad's overall human resources strategy, global talent acquisition, cultural development, organizational design, employee education and development, compensation and benefits, HR operations and technology, and employee relations.

Prior to joining GreenRoad, Esti served as vice president of human resources for Citibank Israel, leading and aligning all HR initiatives with key business priorities and enhancing the organization's talent and culture to develop a high-performing workforce.

She also served as vice president of human resources for Expand Networks, a global software company with offices in Tel Aviv, the U.S., the U.K., and Singapore, as well as in various HR leadership roles at leading technology firms TTI Telecom and XACCT Technologies.

Esti earned her Bachelor of Business Administration and Human Resources from Ben-Gurion University in Israel.

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Gili Shalita

Chief Financial Officer & Chief Operational Officer

Gili Shalita is a certified public accountant and the Chief Financial Officer and Chief Operational Officer for GreenRoad, where she oversees corporate administration, including finance, accounting, and business operations.

Prior to GreenRoad, Gili spent seven years as CFO of Top Image Systems Ltd. (TIS), a leading provider of digital data transformation and services. Previous to TIS, Gili spent her time executing strategic initiatives, increasing revenues, delivering bottom-line results, and providing value for shareholders in a variety of divisional and corporate capacities at leading companies including Intel, Ernst & Young and PMC-Sierra.

Gili received her Master of Business Administration in finance from Bar Ilan University and holds her Bachelor of Arts degree in economics and accounting from Tel Aviv University.

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