# USER.md - About My Human

> Fill this in with your human's context. The more you know, the better you can serve.

- **Name:** Yoni Assia
- **What to call them:** Yoni
- **Timezone:** Asia/Jerusalem (GMT+2)
- **WhatsApp:** +972544277789
- **Notes:** eToro founder, building quant trading tools, direct communication style

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## Family 👨‍👩‍👧‍👦

### Wife
- **Mor Assia** - אשתו של יוני

### Children (5 - all A names!)
- Adam, Anne, Ari, Alex, Amy

### Brothers
- **Ronen Assia** - אח, שותף מייסד eToro (+972 54-630-3505)
- **Yotam** - אח (+972 54-444-4404) - Added 2026-02-02

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## Human Team

### Yoav
- **WhatsApp:** +34 606 88 37 71
- **Role:** Human assistant for all tasks requiring human intervention
- **Assigned:** 2026-02-01 by Yoni

**Use Yoav for:**
- Windows builds (WSL permission issues)
- Manual email verifications
- GitHub repo creation
- Any task requiring human hands

### Ilaria
- **WhatsApp:** +44 7402 215407
- **Role:** TBD (introduced 2026-02-01 by Yoni)
- **Assigned:** 2026-02-01 by Yoni

### Elad Lavi (אלעד לביא)
- **WhatsApp:** +972 50-857-4621
- **Role:** eToro team (introduced 2026-02-01 by Yoav)
- **Assigned:** 2026-02-01

### Tal Ben Simon (eToro US)
- **WhatsApp:** +972 52-659-5631
- **Role:** In charge of eToro US
- **KPIs:** Shift US strategy to something we can win
- **AI Initiative:** US AI-First Strategy
- **Assigned:** 2026-02-01 by Yoni

### Ronen Assia
- **WhatsApp:** +972 54-630-3505
- **Role:** eToro co-founder / management
- **Assigned:** 2026-02-01

### Guy Ho (guyho eToro)
- **WhatsApp:** +972 54-819-8661
- **Nickname:** גיא (Hebrew) or Guy (English)
- **Role:** Head of Tech Marketing
- **Team Size:** 15 people
- **Mission:** Bring FTDs (First Time Deposits) - new customers to eToro
- **Focus:** Paid advertising ONLY (not organic/SEO)
- **Permissions:** Can communicate directly (added to allow list by Yoni)
- **Assigned:** 2026-02-01 by Yoni
- **Updated:** 2026-02-04

**Advertising Channels:**
- Google (Search, YouTube, UAC)
- Meta (Facebook/Instagram)
- TikTok
- Taboola
- DV360
- Bing
- X (Twitter)

**NOT in scope:** Organic, Social, SEO, existing followers/subscribers

**Working Rules with CMOClaw:**
1. 📊 **תמיד עם מספרים** - הערכת ROI/עלות/פוטנציאל FTDs בכל הצעה
2. 🎚️ **Impact vs Effort** - דירוג High/Med/Low לכל רעיון
3. 🌍 **Geo-aware** - התחשבות ברגולציה לפי מדינה
4. 🧪 **Test → Validate → Scale** - תמיד לבדוק קטן קודם
5. 👀 **Competitor Watch** - מעקב אחרי מתחרים בערוצים

**Communication Style:**
- **Call him "גיא" (Hebrew) or "Guy" (English)** - in all chats
- דבר בשפה של **הזדמנויות** ו**פוטנציאל**
- מפה next items - משימות עם פוטנציאל + הסבר לוגי
- צבור רעיונות והצג כשרלוונטי או לפי בקשה

**Ideas Backlog:** `Guy Tech Marketing/guy-opportunities.md`
**Full Folder:** `Guy Tech Marketing/`

**Alert Preferences:** NO stock alerts - believes in news trading (short term) + S&P 500 only (long term)
**Message Preference:** Asked to STOP receiving messages (2026-02-08) - do not send proactive messages

### Shiloh
- **WhatsApp:** +972 54-637-0683
- **Role:** Marketing Lead (Daily Email)
- **n8n:** shilohbd.app.n8n.cloud
- **Permissions:** Can communicate directly (added to allow list by Yoni)
- **Assigned:** 2026-02-04

### Chikoshay Shay
- **WhatsApp:** +972 50-888-4523
- **Role:** eToro team - Marketing campaigns
- **KPIs:** 100 campaigns per day going live
- **Permissions:** Can communicate directly (added to allow list by Yoni)
- **Assigned:** 2026-02-01 by Yoni

### Itay Cohen (Sales)
- **WhatsApp:** +972 54-666-0710
- **Role:** Head of Sales
- **KPIs:** Net Deposits, AUA, Club Members
- **AI Initiative:** SalesClaw
- **Assigned:** 2026-02-01 by Yoni

### Nir Smulewicz (CMO)
- **WhatsApp:** +972 54-306-3609
- **Role:** Chief Marketing Officer (CMO)
- **KPIs:** Leads, FTDs, Monthly Active Product Users (per product)
- **AI Initiative:** CMOClaw
- **Assigned:** 2026-02-01 by Yoni

### Doron Rosenblum (Payments)
- **WhatsApp:** +972 54-449-5369
- **Role:** Payments
- **KPIs:** Total Payment Volumes, Net Deposits
- **AI Initiative:** PaymentsClaw
- **Assigned:** 2026-02-01 by Yoni

### Yonash / Jonathan Dayan (Chief Events Officer)
- **WhatsApp:** +972 54-232-7873
- **Role:** Chief Events Officer
- **KPIs:** Net Contribution Lines (see public documents)
- **AI Initiative:** EventsClaw
- **Assigned:** 2026-02-01 by Yoni

### Meron Shani (CFO)
- **WhatsApp:** +972 54-495-4028
- **Role:** Chief Financial Officer (CFO)
- **KPIs:** Total Net Contribution, Total Costs (decrease), EBITDA, Net Income
- **AI Initiative:** FinanceClaw
- **Assigned:** 2026-02-01 by Yoni

### Miri (Chief People Officer)
- **Role:** Chief People Officer
- **KPIs:** AI Fluency & Usage of all employees - People managed by AI agents by end of 2026
- **AI Initiative:** PeopleClaw - Critical for AI-First transformation
- **Assigned:** 2026-02-01 by Yoni

### Elad Lavi (Corporate Strategy)
- **WhatsApp:** +972 50-857-4621
- **Role:** Corporate Strategy
- **KPIs:** eToro Stock Price, Execution of all initiatives
- **AI Initiative:** StrategyClaw
- **Assigned:** 2026-02-01 by Yoni

### Hedva Ber (Legal/Compliance/Operations)
- **WhatsApp:** +972 54-562-9341
- **Role:** Legal, Compliance, Operations
- **KPIs:** Legal compliance, Operational efficiency, Regulatory compliance
- **AI Initiative:** ComplianceClaw
- **Assigned:** 2026-02-01 by Yoni

### Avi Sela (Legal/Compliance/Operations - Cyprus)
- **WhatsApp:** +357 99 498865
- **Role:** Legal, Compliance, Operations (Cyprus office)
- **KPIs:** Legal compliance, Operational efficiency, Regulatory compliance
- **AI Initiative:** ComplianceClaw
- **Assigned:** 2026-02-01 by Yoni

### Debbie (Legal/Compliance/Operations)
- **Role:** Legal, Compliance, Operations
- **KPIs:** Legal compliance, Operational efficiency, Regulatory compliance
- **AI Initiative:** ComplianceClaw
- **Assigned:** 2026-02-01 by Yoni

### Omer Ber (Corp Dev)
- **WhatsApp:** +972 50-766-7233
- **Role:** Corporate Development
- **Assigned:** 2026-02-01 by Yoni

### Haim eToro (Security)
- **WhatsApp:** +972 58-718-1010
- **Role:** Security
- **Assigned:** 2026-02-01 by Yoni

### Or Shotan
- **WhatsApp:** +1 (917) 993-3865
- **Role:** TBD
- **Assigned:** 2026-02-02 by Yoni
- **Notes:** Has access to MoneyClaw data

### Will (Appaloosa Management)
- **WhatsApp ID:** 122058725970086
- **Role:** Works for David Tepper at Appaloosa Management
- **Assigned:** 2026-02-03 by Yoni
- **Notes:** Connection to one of the most successful hedge fund managers in history

### Ori Reshef
- **WhatsApp:** +972 54-231-2732
- **Role:** TBD
- **Assigned:** 2026-02-03 by עופר ששון

### Shifra (US Compliance)
- **WhatsApp:** +972 58-627-5031
- **Role:** US Marketing Compliance
- **Permissions:** Can communicate directly (added by Yoni 2026-02-13)
- **Focus:** Creative compliance review — investment recommendations, gamification, misleading/imbalanced info
- **Assigned:** 2026-02-13 by Yoni

### רן Ovadia (Ran — spell רן in Hebrew, NOT ראן)
- **WhatsApp:** +972 54-457-6576
- **Role:** TBD
- **Permissions:** All permissions (direct comms, proactive, tools access)
- **Assigned:** 2026-02-09 by Yoni
- **IMPORTANT:** Call him רן (Ran), NEVER ראן

### Israel Kalush (PMI/M&A)
- **WhatsApp:** +972 54-641-7415
- **Role:** PMI - Mergers & Acquisitions
- **KPIs:** Revenue & Client synergies, AI-First transition speed for acquired companies
- **AI Initiative:** M&AClaw - Each acquired company = API to add value
- **Assigned:** 2026-02-01 by Yoni

### Moti (MG)
- **WhatsApp:** +972 50-758-1002
- **Role:** TBD
- **Permissions:** Can communicate directly (added to allow list by Yoni)
- **Assigned:** 2026-02-02 by Yoni

### Yehuda Mizrahi
- **WhatsApp:** +972 50-244-6410
- **Role:** AI Architect
- **Permissions:** Can communicate directly (added to allow list by Yoni)
- **Assigned:** 2026-02-04 by Yoni

---

## Life Goals & Context

### Primary Goal
[What are they working toward? What does success look like?]

### Current Projects
[What are they actively working on?]

### Key Relationships
[Who matters to them? Collaborators, family, key people?]

### Preferences
- **Communication style:** [Direct? Detailed? Brief?]
- **Work style:** [Morning person? Deep work blocks? Async?]
- **Pet peeves:** [What to avoid?]

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## What Winning Looks Like

[Describe their ideal outcome - not just goals, but what life looks/feels like when they've succeeded]

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*Update this as you learn more. The better you know them, the more value you create.*