Tali (Gruber) Gansel Email & Phone Number

I have led the company’s efforts for concept design and product management of Matific’s K-6 math educational learning game for desktop (web), iOS & Android apps. These include both B2B and B2C solutions, and involved a diverse set of technologies.Joining Matific in its very first days, I took part in the development of a comprehensive multi-lingual B2B educational math school product, empowering teachers with classroom tools and individualized progress reports, while providing students with the opportunity to overcome math anxiety and truly comprehend math concepts through playful interactions. More recently, I have led a dedicated B2C product team and designed the ‘Matific Galaxy’ (The product local name is הפיקסלונים). This educational learning game was intended for home use, and required us to develop a dedicated onboarding process for parents, while creating improved gaming principles to attract young players at home. The Matific Galaxy allows parents to turn their kids’ screen time into learning time and let them excel in math through self discovery of math principles while playing. The app also provides parents with a detailed, math subject report of their children’s progress. As the product owner, I:- Have led the product roadmap design, including setting the product vision & strategic milestones.- Analyzed market segments, competitors and helped define our value proposition.- Created and specified the product’s design, including UI/UX, wireframes, user journey flows and detailed feature specifications.- Supervised the entire product lifecycle from conception to launch. Managed SCRUM task buckets employing most recent agile methodologies.- Managed and collaborated with a diverse dedicated team of game designers, art directors, content experts, UI/UX designers, SW engineers & development teams in an Agile environment.- Worked closely with the marketing team to create product messages, SEO, ASO, Emailing & advertise via social media.

Concept Design and Management of various Edutainment products in the fields of Natural Sciences, Math, and Linguistics for schools (national level K-12); Including: educational applications, open labs, simulators and games. The applications were developed in HTML5 and embedded into digital books and web based learning environments for both PCs and Tablets.Product Owner in an extended team of educational content experts, graphical designers and software engineers using the Scrum framework.Initiating joint development projects with other edutainment development houses.Product manager for OECD Pisa global evaluation Science e-tests. Working vis-à-vis ETS specialists.

Managed implementation of Advanced VAS Projects in: Video Streaming, Video Content Delivery, Mobile Internet HUB and Data Billing technologies. Supervising Innovative Complex Solutions customized for the customer throughout the projects life cycle. Matrix management of SE, Product, Deployment, QA, Sales, Procurement and Account teams. The projects involved managing technology partners' solution's seamless integration. Responsible for project's risk management, requirements, resources, planning and control.1st & 2nd Tier clients in N. America and Europe: Vodacom, Bell Mobility, Tracfone, Mobistar, etc. Excellency award given on achievements in the Bell Mobility, Canada project. Received highest feedback from customers and technology partners.

@Beijing Office, ChinaResponsible for Business Development, Marketing and Sales of Cash-U’s Multi-User Gaming and Provisioning Platform to Asia Pacific markets.Entering 4 markets, including China, Korea, Hong Kong and Taiwan. Managing the relationship with potential clients, from products introduction to production stage. Management of projects in China and Korea with carriers like: China Unicom, LG Telecom & local ASPs. Building relations with strategic partners such as: SUN, Huawei, IBM and more. Creating regional developers’ community of games and content based on Cash-U's platform.

Responsible for Establishment and Management of the i-Cellcom Brand for Information and Content services for the cellular consumer.Initiation of assorted cellular services portal for Cellcom subscribers. Management and development of services, using WAP, SMS and IVR Application technologies. Supervision of external suppliers of content services, applications, hardware and software, including COMVERSE, Israel Online (IOL), GLOBES, Sports Channel, ITouch and Tippcom. Launching the iCellcom marketing campaign. Following the launch, conducting an ongoing management of the iCellcom brand, portal & services, creating a brand new revenue stream with relatively small investment.

Developing New Product Line of Interactive Games for Toddlers combining hardware and software. Supervised the hardware/software development from conceptualization to marketing stage including, concept creation, product features, product production and product marketing material.In charge of a team comprising R&D personnel, programmers, animators, designers and production managers (in China). Worked with external consultants in Israel and abroad. Coordinating the use of the Pink Panther cartoon character with MGM Studios (US). Subordinate to the VP R&D.

Responsible for Strategic Planning of Marketing/Advertising Activities for Products and Services geared toward the Israeli Arab Population, including market surveys, focus groups and in-depth interviews. Clients include Pelephone (Leading Cellular Operator), El-Al (Israel Airlines), Osem and Maccabi Health Scheme, Israel Electric, Israel Discount Bank.

Responsible for characterization, development and implementation of Arabic language courseware for the Ministry of Defense and the Ministry of Education.Part of the above work was carried out in the framework of compulsory service in the Israel Defense Forces (during the period 1988-1990). Discharged with the rank of sergeant.

Mba, Business Administration

- Cum Laude - Majoring in Management of Technological Projects and Information Systems.

Ba, Product Design (Industrial & Commercial Design)

- Cum Laude - Includes a Pedagogy Degree in Technological Education. Awards: - Prize for Best Product Design from LOG, Kibbutz Ashdot.