Experts in tech, retail, and finance.
We’re a team of hands-on operators with executive experience running successful businesses. Among us, we’ve built businesses from the ground up, worked in a family cleaning business sweeping floors, and started at the very bottom and risen to the top.
We get things done.
Our Leadership Team
A FinTech veteran, Arad’s strong leadership skills come from his background as a Major in the Israeli Navy Seals. Arad holds an MBA degree from Duke University Fuqua School of Business. Previous to Sunbit, Arad was COO of Enova International, where he successfully managed an $800M business and led teams across product, marketing, strategy, HR, and operations. Prior to Enova, he ran Operations and Systems Development at Intel.
As a member of Sunbit’s founding team, Ornit serves as the company’s Chief Technology Officer. Ornit is responsible for defining the company’s product and technological vision, which includes identifying, creating, and implementing the right technology systems and processes to support the company’s ambitions. Ornit’s portfolio of experience includes more than 15 years leading R&D and technology development at Intel, WhipClip, and SuperDeratives. She holds a BSc in Information Systems Engineering from Ben-Gurion University and an MBA in Finance from Tel Aviv University. Ornit has been recognized as a top female entrepreneur by such publications as the Female Entrepreneurs Institute and LA Tech Watch. Outside of Sunbit, Ornit is committed to programs that are centered around women in tech and women’s entrepreneurial forums. She also serves as a mentor to startups through a variety of programs and institutes.
Published author. Professor. Tech-leader. Tamir Hazan leads Sunbit’s AI/ML operations. He’s an internationally recognized expert amongst the machine-learning community and is Head of Machine Learning Data Lab at Technion—Israeli’s MIT equivalent. Tamir holds professorships at the University of Chicago, University of Haifa, and Technion. Moreover, he has authored more than 35 publications and is frequently sought out as a speaker for conferences, keynotes, and lectures.
Tal Riesenfeld co-founded Sunbit and holds the position of Head of Sales. Since 2016, Tal and his team have launched Sunbit in thousands of locations nationwide, including 1-in-4 auto dealership parts and service departments, as well as hundreds of eyewear and dental practices. Previously, Tal was a Co-founder of video advertising technology company Eyeview, where he also served as Vice President of Sales. There he built a national sales team that secured partnerships with leading brands such as Landrover, Mazda, Lowes, Macy’s, and Walgreens. Tal also held leadership positions at Google and Hewlett-Packard and earned an MBA from Harvard Business School.
Lana is Sunbit’s General Counsel, leading all legal and regulatory compliance matters. She holds an LLM degree from UCLA Law School, a law degree from the International Solomon University and an MA in International Economics and Finance from Kyiv National Economics University. Her most recent role was Deputy General Counsel at Avant where she supervised all regulatory aspects of business. Prior to Avant, Lana built and managed the legal team at Global Analytics. She also has significant experience from her time as consumer finance regulatory and compliance counsel at Enova International.
Soo J. Hong is Chief People Officer, where she leads the company's recruiting, development, and support of team members throughout their career journey with Sunbit. She has over two decades of experience on human capital programs across five continents, serving companies ranging from hyper-growth start-ups to global private equity to F500. As the first CHRO/CPO in organizations such as WeWork, Tinder, and National Veterinary Associates, she has supported building organizations of scale during times of transformative growth. Soo has been recognized for her innovative work, being named one of Hot Topic's Tech HR100, and received the Tri-State National Diversity Council's Most Influential Woman of the Year award for her work in supporting diversity and women's leadership in the workplace. Soo received her MBA from the University of Chicago Booth School of Business.
As Chief Capital Officer James is responsible for driving Sunbit’s debt and equity capital funding strategies and relationships with market participants, and for the execution of related transactions. James also collaborates closely with leadership on the company’s business and financial planning. James brings deep domain expertise in finance, risk, operations and compliance, and as such he works closely with these teams as they drive Sunbit’s evolution on multiple fronts. James brings a storied history of financial leadership to Sunbit, joining the company after leading the successful fintech Avant, first as EVP, Strategy and Capital Markets, and later as President and CEO. Prior to that James was a Managing Director at BMO Capital Markets, UBS Investment Bank, Barclays Capital, and Deutsche Bank Securities. James holds a JD from Harvard Law School and a BS in finance from Indiana University Bloomington.
Yair is the head of Product and Retail strategy at Sunbit, where he focuses on scalable partnerships with leading retailers. Prior to Sunbit, Yair served in various positions at Sears Holdings Corporation, where he gained a deep understanding of strategic and operational motivations, challenges, and needs of big box retail partners. He also obtained previous experience as a commercial litigation attorney at S. Horowitz & Co., and as a Strategic Planning Officer for the Israeli Air Force. Yair holds a law degree (LL.B) from Tel Aviv University and an MBA from Duke’s Fuqua School of Business.
A FinTech consumer finance veteran, Rob leads the development and execution of Sunbit’s accounting and treasury management functions as the Chief Accounting Officer. Previously, he was the CFO of Enova International (NYSE:ENVA). Rob also held various leadership roles in finance, accounting, corporate development and operations development during his 15+ years with Cash America International, the largest provider of non-recourse loans in the US. He began his career with PwC and is a certified public accountant. Rob graduated Magna Cum Laude from Texas Christian University with a BBA in Accounting and has an MBA from Southern Methodist University.
Idan is Sunbit’s Chief Retail Officer. He leads a team that works with retailers to enhance product adoption and usage. Prior to joining Sunbit, Idan grew his past company—a national marketing and call-center solutions operation—from 1 location to 12 states. Idan also led Strategy and Business Development at Kmart’s drugstore and pharmacy unit, where he designed consumer acquisition strategies for growing sales and increasing profitability. Idan began his career as a business lawyer focused on investment rounds for startups, debt restructuring and M&A details. Idan holds a law degree (LL.B) and a BA in economics from the University of Haifa, as well as an MBA from UCLA's Anderson School of Management.
Roy is Sunbit’s General Manager of Sunbit’s Israel Development Center. He has previously served as the Chief Technology Officer at Yelin Lapidot and led the R&D team at Generix Software. Roy brings years of experience working in fast-growing startups leading agile product management and engineering teams. He has designed, built, and deployed various management, operational, and data synchronous systems in his 10+ years in the FinTech industry.
Bill Walsh is Sunbit’s Chief Customer Officer, focused on integrating world-class customer experience (CX) innovations into all facets of the Sunbit business, ranging from product development to customer care. A seasoned fintech executive, Bill served most recently as the General Manager for LendingClub’s Personal Loans and Membership division. At LendingClub, he led a transformation of the company from a transactional to relationship-driven business, significantly growing revenue and reducing acquisition costs. Previously, Bill was at Enova International, where he was responsible for scaling two startup business lines. Bill also held leadership positions at Stroud International and Intuit’s Innovation Lab. He is a graduate of MIT.
Katey Berman is the Vice President of Customer Success at Sunbit, where she reports to Bill Walsh, Chief Customer Officer. Katey leads a team of nearly 100 customer care agents supporting more than 10K merchants and 1M customers. She is responsible for ensuring that Sunbit’s outstanding customer support is delivered to each and every customer while simultaneously expanding the customer support team to keep pace with the company’s growth. Katey’s laser focus on creating opportunities for growth and advancement for the call center team, creating an advancement track that has been widely adopted throughout the company. Previously, Katey was the lead call center manager for Sunbit. She joined Sunbit back in 2017 as a call center manager, actively supporting the company’s earliest merchants and customers.
Laura came to Sunbit in 2016, where she was responsible for building departmental teams in the company’s early days, including customer care, HR/Payroll, Accounting, and more. Through the company’s incredible growth over the past several years, Laura guided departmental policies and structure, oversaw administrative issues, and assisted with operational decisions. Today, she takes a more project-based approach to her work, where she is currently responsible for overseeing operational, financial and administrative projects for the company. Acting as a true extension of the CEO and executive team, Laura helps to coordinate, manage and address key issues that are of material importance to the company. Before joining Sunbit, Laura was at Enova Financial where she was a Senior Executive Assistant and Administrative Supervisor. She earned her B.S. at University of Wisconsin-Madison.
Jason leads Sunbit’s marketing and enablement team. Jason brings 16 years of experience leading marketing and branding for technology startups. Previous to Sunbit, Jason led marketing initiatives for Outreach, Spiceworks, Eyeview, TiVo, and Dynata (formerly Research Now). He also operated a brand strategy consulting firm, building brand, and acquisition strategies for early-stage startups.