Sirenum Team


The Sirenum team is made up of a passionate group of professionals who have built an integrated workforce management solution to help you better manage staff. We have years of experience working with businesses that employ a fluid workforce of temporary and permanent staff so we know what you need to be more effective and efficient. We work hard to help our clients reduce the cost of managing their staff.

Benjamin Rubin

Founder, Managing Director

Benjamin Rubin founded Sirenum in 2013 based on a decade of staff management experience. Benjamin was previously the head of the political wing of Green Course, the largest environmental volunteer organization in Israel. Previous to this, he was one of the founding members and leaders of Media Central, a PR agency also based in Israel.

Benjamin is a trained molecular biologist with a master’s degree from Hebrew University and a bachelor’s degree from Ben Gurion University. Benjamin was born and raised in Israel, but now resides in North London with his wife and four children. A native Hebrew speaker, Benjamin also speaks French and Spanish, plus a touch of Arabic.

Joshua Pines

Co-founder, Corporate Development & Marketing

Josh Pines brings nearly 20 years of experience in technology marketing and strategy to the Sirenum executive team. During his career in enterprise software and management consulting, he has held leadership roles at industry giants, startups, and in-between, including market leaders like IBM Software, Deloitte Consulting, Medidata Solutions, and Korn/Ferry International. At Sirenum his team is responsible for all aspects of corporate and business development, from fund raising to marketing to partnerships.

Josh holds a BA from Brandeis University and an MBA from the University of Miami. He is an avid photographer and cook. In his spare time, he serves as co-president of the Brandeis Alumni Club of Great Britain, sits on the board of Shomrei Hadath Synagogue, and is a pitcher on the London Mammoths baseball club. Josh lives in NW London with his wife and twin daughters.

Hagai Shatz

R&D Director

Hagai Shatz has over 15 years experience in engineering in the workforce management industry, playing key roles for well established organizations in Israel and the UK. He has a wide range of expertise transforming customer needs into software functionalities, as well as experience training technical staff and leading teams. He has a deep specific expertise in UI/UX for workforce management. At Sirenum, Hagai is responsible for management of the core development team.

King Cheung

King Cheung

Sales Director

King brings over 25 years of experience in software sales to Sirenum, with over a decade selling scheduling and optimisation solutions to enterprise clients as well as a stint in the recruitment marketplace. King’s experience with start-ups began when he joined ClickSoftware in 1997 as its first European employee and presided over its growth as it doubled in revenue every year for five years. He rejoined ClickSoftware in 2010 for a second spell, before joining another UK start-up, Telogis, in 2012.

King holds a First-Class Honours Degree in German Literature from Oxford Brookes University, speaks fluent German and Cantonese, and has a passion for the arts (particularly ballet and opera), literature, cooking, rugby union, and cricket. He is married to Charlotte and has three very cheeky children.

Ben Hizak

Co-founder, Americas Implementation

Ben Hizak brings over 10 years of experience advising companies on IT and information solutions. He brings product design, business strategy and algorithm experience, which established Sirenum as a unique player in the industry.

Ben holds a BSc in Mathematics and Computer Science from Hebrew University, as well as an MBA from MIT Sloan School of Management.

Stephen Jones Sirenum

Stephen Jones


Stephen Jones has over 30 years of experience working for IT vendors in senior sales and sales management positions including IBM, Oracle, and BT, as well as multiple startups. Some of the commercial relationship Steve has managed include Unilever, GSK, BT, Pfizer, Mars, Barclays, SSE and Thomson Reuters, managing teams of more than 20 sales and support professionals.

Steve now dedicates his time to helping enterprise IT sales leaders and their teams as a Sales Performance Consultant. This draws on his position as a Miller Heiman consulting partner with access to an extensive portfolio of sales improvement methodologies and research. In addition, Steve is an angel investor in Greater London startups and his investment was Sirenum’s first from outside the co-founders.

Gaby Frydman

Director of Implementation

Gaby Frydman is responsible for implementing the Sirenum product at customers. He is a keen technology advocate with over 20 years of IT projects experience creating and delivering enterprise software.

Before joining Sirenum, he worked with Coca-Cola for over 10 years, transitioning a few generations of technologies and leading many innovative projects. Later, Gaby served as a consultant to organizations in the public and private sectors using IT systems to improve their processes.

Gaby holds a B.Sc degree in Computer Science and Mathematics and is also a certified Developer.

James Ridge


With a background in business management and entrepreneurship, James Ridge brings a hunger for knowledge and a willingness to speak up. As part of the IT Implementation Team at Sirenum, he ensures that client needs are understood and that Sirenum usage is optimised.

A Bulgarian native, James has a degree from the University of Greenwich in business management.

Intars Olbiks

IT Consultant

Intars Olbiks is responsible for Sirenum hardware development and provides IT support to the team.

Intars has over ten years experience as an IT Consultant in different industries. He also holds a degree in economics, and previous to Sirenum he was the co-founder and then the Technical Director of an IT company that he grew to a £2m turnover.

A native of Latvia, Intars speaks Russian and Latvian.

Sergio Azpiazu


Sergio Azpiazu is key in the development of the Sirenum mobile platform, including the Scanner and MySirenum apps and takes part in the programming and development of the Sirenum platform.

Sergio holds a Master in Telecommunications Engineering from the University of Navarra-Tecnun, Spain.

Toni Garcia-die Bonardeaux


Toni Garcia-die Bonardeaux brings more than 30 years experience to the development team at Sirenum.

He holds a degree in computer science and has expertise in many positions ranging from project manager to installer and in domains as varied as as treasury management, logistics, and insurance. Toni lives in Spain and is an avid tai chi practitioner.

Jennifer Cuetara Sirenum

Jennifer Cuetara

Marketing Associate & Graphic Designer

Jennifer Cuetara is part of the marketing team, managing the corporate website and social presence, while serving as the graphic and web design lead for the entire organisation.

She has a diverse set of experience from multiple industries, from administration to hospitality and customer service and business plan coach. She holds a bachelor’s degree in Business Administration and Management from the University of Zaragoza.

Guillermo Clemente Sirenum

Guillermo Clemente


Guillermo Clemente brings a diverse set of skills to the table, with experience in the gaming, hospitality, and telecommunications industries and degrees in communications, IT and information systems management.

In his role at Sirenum, Guillermo works closely with clients to ensure their success, helping their teams refine processes and their Sirenum environments to optimise their staff management. Originally from Spain, Guillermo has called London home for ten years.

Ariel Berg


Ariel Berg joins Sirenum after more than a dozen years as a web and software developer. He has experience with a large variety of technological environments with a particular specialisation in building and managing integrations.

Previously Ariel worked as a .Net tutor (MCPD); and as a developer and team lead focused on open source integrations for the Weizmann Institute of Science.

Ariel is married to Michal and is the father of Natan, Yochai, and Noa. In his free time, he is training to be a Yoga Instructor.

Rishi Kanbi

Account Executive

Rishi Kanbi is responsible for growing the client base, helping forward thinking companies to adopt and optimise their Workforce Management Processes using Sirenum. Working closely with the Project Management and Implementation team, Rishi helps to ensure the client needs are heard and works to deliver client success.

Rishi holds a Masters in Psychiatric Research from the Institute of Psychiatry, and a number of years of Sales experience in Marketing and Recruitment Software.

Kieran Kenny


Kieran is an implementer at Sirenum. As a part of the implementation team, he helps clients configure and customise Sirenum. He is also responsible for user training, support, and troubleshooting. Before Sirenum, he worked for several years as a customer support specialist and is a certified Salesforce Administrator. Kieran hails from Kilkelly, County Mayo, in Ireland.

Dobromir Tenev

Back-end support

Dobromir(Dido) Tenev holds a BSc Degree in Biomedical Sciences. As a teenager he founded a clothing brand and successfully launched it in the Bulgarian marketplace.

Later, Dido followed his passion for technology and joined his brother’s firm for servicing mobile devices. Through this role, he was introduced to the e-commerce industry where he established relationships with suppliers and recognised the growing need for an interconnected global market.

In his role at Sirenum, Dido is responsible for providing back-end support to the rest of the team and he is quickly progressing into software development and customer implementation.

Oren Ben Gal

Knowledge Manager

Oren brings unique and valuable perspective, to support the organization’s business strategy and operational success. He had lived and worked in Asia, USA, and now resides in the UK with his family. Oren has broad experiences in R&D, process automation, service optimization and training in multi-national corporations like Motorola and HP. He brings to the table a structured program and process management skills, alongside excellent gaps and opportunities recognizing experience, both of much value add internally and for our customers. Oren leverages on Knowledge Management initiatives in his day to day work and had spent a considerable amount of his career optimizing customer support and customer facing organization, a clear area of focus in his current role with Sirenum.
He holds a B.Sc. in Communication Systems Engineering and an M.Sc. in Knowledge Management and is currently working towards a Doctorate degree in Business Administration.

Phil Weighill-Smith

Senior Developer

Having over 30 years experience in software-based enterprises, Phil has performed a lot of different roles ranging from software development to solution delivery and from programming to product and solution architecture. His experience covers multiple business verticals including utilities, healthcare and defence, alongside product development in the web and mobility spaces.

Phil has a Physics and Computational Science combined honours degree from the University of Leeds in the UK.

Dean Morris

Senior Implementer

Dean has over 30 year experience in the IT industry both in software development and professional services. He brings a wealth of experience in many fields including workforce management, transport, HR and logistics where he has been responsible for a number of projects that have won both national and international awards. His role at Sirenum is to ensure that client requirements are fully understood and translate them into a solution that realises their return on investment.

Dean has Bachelor of Engineering degree in Electronic, Communication and Computer Engineering from Bradford University and is a member of The Institution of Engineering and Technology.

Lee Sirenum profile

Lee Dunn

Head of Administrative Operations

Lee Dunn has over 25 years of operational experience across the banking, consulting, and technology industries with roles in compliance, client onboarding, process improvement, and people and operations management. In her role, Lee is responsible for helping the executive team manage Sirenum’s growth and designing and managing internal processes, leveraging her time leading teams with industry leaders like Barclays, Payments UK, and Accenture.

A London native, Lee lives in North London with her husband and three sons.

Mike Linforth

Account Executive

Mike joins Sirenum as an account executive where he focuses on introducing our transformational workforce management technology to mid-sized staffing agencies. He brings over ten years of experience in sales and entrepreneurship, including starting his own advertising company at only 21. Like many Sirenumites, Mike has spent time in the staffing industry. After two years working a dual temporary and permanent desk, Mike saw how technology can transform the industry and shifted to the vendor side, selling cloud software to agencies across the globe. Most recently, Mike was head of sales for an eLearning SaaS provider based in London.

Mike enjoys selling innovative software and has always kept his eye on software companies whose aim is to change an industry for the better, which is what lead him to Sirenum. Mike’s varied experience enables him to deeply understand the recruitment journey for the agencies, temps, and recruiters.

A native of the West Midlands, Mike spends his spare time with his son and catching up with friends.

Sirenum default person avatar

This can be you

Join the Sirenum team

Sirenum is growing quickly and is always searching for new talent to help drive that growth. If you are interested in joining Sirenum, please send your CV and cover letter to

Look for open positions in our careers page.