Nir Pic

Nir Leshem


Accomplished executive with over 20+ years of proven success in leading both domestic and international business development initiatives within the mechanical and industrial engineering, transportation safety, consumer retail and public security segments. As a Senior Business Development Executive with 3M, Nir held several key positions for 3M including: Managing director for 3M Israel, Global business director for 3M Public Security and US business director for Traffic Safety division. Nir's offer extensive experience in leading global sales and marketing initiatives across multiple regions and countries. His expertise includes developing and managing C-level relationships, developing business strategies, portfolio roadmaps, system service models for customers, generating new business, penetrating new markets, and maximizing client retention, sales, and growth.  Nir hold MASTER OF BUSINESS ADMINISTRATION (MBA) focused in Marketing from Ono Academic College in Israel. Nir is certified Six Sigma Green Belt and sufficient in Agile Scrum methodology. Nir is a Lieutenant Colonel in the Israel Defense Force and fluent both in Hebrew and English.

Shulamit Karat

Keren Avitan


Mrs.  Avitan as the global CFO, oversees all the financial activity of the company, both local and foreign. She has more than 15 years' of finance experience in Israeli hi-tech and large-sized medical device companies with worldwide presence. Mrs. Avitan is a registered CPA in Israel.

Larry Susman

VP Int’l Sales & Marketing Retail Sector

Mr. Susman, with over 25 years of extensive international business experience and expertise in the retail world, joined Shekel in 2019. He is in charge of Shekel’s International Sales & Marketing Retail Sector for development of new markets, products and strategies on the retail markets. Prior to joining Shekel, he was VP Sales & Marketing at OTI Global Ltd. developing new sales channels worldwide. Part of Larry’s experience comes from when he worked at Retalix for over 10 years as part of the top management of the company responsible for key accounts such as Tesco, one of the largest retailers in the world.

Patrice Wolff

VP Int’l Sales & Marketing

Mr. Wolff joined Shekel in 2020 to head the medical division. He has over 10 years’ experience in the Israeli high-tech in senior international sales positions. Prior to Shekel, Mr. Wolff worked as Director of Sales in the beauty tech industries, developing markets in EMEA, Asia as well as in the Gulf States. In addition, he was managing director of companies in France and in Germany in the field of consumer goods, gathering over 20 years’ experience in Europe and Asia. Mr. Wolff holds a Master in Business Management from EM Lyon School of Management and a BA from Justus Liebig Universität Giessen.

Claudio Kudlach

Claudio Kudlach

VP Engineering & Development

Mr. Kudlach, VP Engineering and Development, has a long history with Shekel starting from 1996 when he was employed as a software engineer. In 2008 he became the Software Development Manager responsible for managing the R&D team involved in the development and production of all electronics, software and firmware projects.  From 2013-2017 he was head of the Shekel USA office in Maryland. Mr. Kudlach has a B.Sc. in Mathematics and Computer Science Engineering from Technion – Israel Institute of Technology.

Fernando Gruss

Fernando Gruss

Israel Marketing Manager

Mr. Gruss has been the Israel Marketing Manager at Shekel for 30 years. Over the years under his management, Shekel has become the leading manufacturer of weighing systems in Israel for retail, health and industry sectors. He manages a 7 person sales and marketing team. Mr. Gruss manages the representation of leading global weighing companies that specialize in complementary products for weighing systems and barcode scanners.

Ronen Gershom

Ronen Gershom

Israel Service & Technical Support Manager

Mr. Gershom has been the Israel Customer Service Manager since 1997. He manages an 18 person team of field service technicians, lab technicians and customer support representatives. The service department supports servicing and installation of new systems throughout Israel. Mr. Gershom holds an MBA in Economics and Business Management from Ruppin Academic Center and a B. Ed. Lifshitz College of Education. He is also an Associate Electronics Engineer.

Daniel Segev

Daniel Segev

Corporate Quality Manager

Mr. Segev, who joined Shekel in 2010, is responsible for supporting and leading the company’s quality programs and ISO certifications, to ensure that it is adhering to the quality management system. He is also responsible for overseeing the activities of the calibration lab under ISO 17025. Prior to joining Shekel he was the Quality Manager for a fiber optics company and has 30 years accumulated experience in quality management. He is certified by the Standards Institute of Israel (SII) for ISO 13485 and the Ministry of Economy - Metallurgy for Weighing and Masses.

Itzik Levy

Itzik Levy

Global Purchasing & Logistics Manager

Mr. Levy has been with Shekel since 2006. He is responsible for the company’s global purchasing for Israel, China, Europe and the USA and supervises suppliers and subcontractors. He oversees the import logistics for all goods and materials shipping to the company, including the products distributed by Shekel in Israel. Mr. Levy acts as the purchasing and logistics liaison between the Israel corporate headquarters and the China production facility. Prior to joining Shekel he was purchasing manager at John Deere BHC and Terraflex Industries.

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