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.

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.

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.

Amnon Kruvi

Chief Software Engineer

Amnon Kruvi has worked on multiple CRM projects for large enterprises and played key development roles at various start-up companies.

At Sirenum, Amnon’s team is responsible for engineering and product development.

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.

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.

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.

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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.