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 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 organisation in Israel. Prior 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 their four children. A native Hebrew speaker, Benjamin also speaks French and Spanish, plus a touch of Arabic. We are afraid to write something funny about Benjamin because he’s the CEO.
Senior Product Manager
Simon Arazi has over 20 years of experience in workforce management software, including more than 15 with Click Software in product management, marketing, and professional services. At Sirenum, Simon is responsible for product direction and strategy.
Simon holds a master’s degree from Hebrew University in Jerusalem. He also holds a bachelor of science in mechanical engineering from the Technion. Simon lives with his family in Jerusalem. Simon is not at all funny. Or sarcastic.
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, and if he ever speaks, Intars can do so in Russian and Latvian.
Harpreet leads our talent acquisition efforts. Sirenum is Harpreet’s first foray as an in-house recruiter after more than seven years at leading recruitment agencies. Through her career, Harpreet has recruited across the spectrum, from executive search to technical recruiting to contract recruitment and management. Harpreet received Bachelor’s and Master’s degrees in Psychology from Kingston University.
In their spare time, she and her husband manage Eternity Bloom, an innovative online florist selling preserved roses. Harpreet is also a qualified hypnotherapist. By reading this, you may be getting sleepy… very sleepy.
Orsela is a professional accountant with over 18 years experience across all functions of accounting and finance who enjoys the challenges associated with growth and change. She has experience in a diverse number of industries, including a number of years in both technology and staffing.
During her free time Orsela runs her own online organic skincare business KissNature. Passionate about giving back, she has also set up a small initiative called Help Them Grow providing Albanian state nurseries with toys and educational materials.
Orsela was born and raised in Albania and now resides in west London with her husband and three children. She loves music and dancing but enjoys shopping even more. Her daughter is the best short-term intern in Sirenum history.
Melissa brings 15 years of experience working as an office manager, personal assistant, and in financial management to Sirenum. She has worked across a multitude of sectors. Previously, as COO, among her most interesting projects was implementing strategy and delivery for a team of young graduates. With Melissa’s guidance, these inexperienced young entrepreneurs were not only in charge of ensuring the platform’s launch, but also with building the commercial strategy. Melissa joined Sirenum as Office Manager, PA to CEO, and finance assistant in Summer 2019.
Melissa has three children and three step-children, making her house a very busy place. We’re hopeful that’s good preparation for managing our office.
Head of Professional Services
Nick Gibson is currently our Head of Professional Services having come from Emirates Airlines in Dubai where he helped lead their innovation and transformation project that involved creating; data science labs, a center of excellence and innovation lab. In addition to this, Nick has extensive experience within the recruitment industry and has a strong understanding of this sector. Prior to this he worked as a lawyer in London at a Criminal Defence firm in prison appeals. He has a degree in Criminology from Bristol and then went onto gain an LLB. Nick plays rugby competitively and may or may not have cauliflower ear as a result. Without a picture, we’ll never know.
Senior Solutions Architect
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 organisations 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 Salesforce.com Developer. You don’t want to get on his bad side–he’s even nicer then.
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 more than ten years. He is one of the team’s best drivers.
Customer Success Manager
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. Rishi has an identical twin brother and they only rarely switch roles to fool our customers.
Business Change Manager
Lilian is an experienced IT and Management Consultant with a successful track record in implementing software solutions from concept to realisation so as to meet business needs, covering all technical, financial, and human aspects. Her experience includes working for Dassault Systems within the Automotive and Aerospace industries. She has designed frameworks, user interfaces and operation processes as part of operational change implementation, taking into consideration the supply chain in its entirety, industry best practices and combining it with the company work methodology.
Lilian is also a mentor volunteer with the Cherie Blair foundation for women, providing business consulting services to small businesses in third world countries.
She holds an MBA and BSc, majoring in computer science, statistics and operational research. Lilian speaks Romanian, Hebrew, and French, and loves traveling to third world countries preferably in 5-star hotels.
Kevin Paul works as a Project Manager on the Services team. He has a decade worth of IT experience across the private, public, and non-profit sectors. Kevin holds degrees in Investigations from Sunderland University and Social Sciences from the Open University.
Prior to working at Sirenum, Kevin was a Salesforce Trailhead instructor helping customers reach their full potential with the Salesforce platform. Kevin speaks Pashto and Dutch.
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. We’re not sure what he has against keyboards.
Dean has over 30 years of 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. Dean is proud of his status as the earliest lunch eater at Sirenum.
Implementation and Support
Pedro is an implementer and support consultant at Sirenum. He brings more than three years of experience in temporary staffing, assisting with support issues, the implementation of technology and the creation of new business processes.
A Coimbra, Portugal native, Pedro holds a bachelor’s degree in Marketing Management and Business Administration from the Portuguese Institute of Administration and Marketing. He also speaks Spanish and French and next he wants to tackle Japanese.
Pedro is an animal lover and would like to house as many as possible one day. He’s a big FC Porto fan and holds Level 2 Award in Coaching Football at London Football Association. He is neither an early bird nor an Oxford astrophysicist.
Senior Implementation Consultant
Michael Jeavons joins Sirenum as a senior implementer after more than three years in the temporary staffing industry, with a focus on business change and IT system implementation, including the implementation of Sirenum and other Salesforce technologies. He also has extensive experience in hospitality, security, health and safety, retail, and hospitality. A native Kiwi, Mike has lived in London for more than a decade. He almost never talks to himself.
Tim Gladwin works as a business analyst at Sirenum, where he is responsible for understanding client requirements, translating these into technical specifications, and ensuring solutions meet these requirements
Prior to working at Sirenum Tim worked at Randstad as a project manager. Tim brings with him 12 years in the recruitment/IT industry, during which he was involved in many transformational initiatives including the implementation of Sirenum. Tim hopes his knowledge in this area will really help the clients understand some of the experiences they will face so that he can support them with a smooth delivery. Tim is the owner of a heck of an orange tie.
Daryl is our Training Manager covering all aspects of the learning process, from admin and design through to delivery. Daryl accommodates to all learning styes in his training providing fun yet functional training courses to the highest of standards.
Daryl is most at home in the training room providing a welcoming and engaging environment to progress learners and wanting them to be the best they can be.
Daryl holds a BSc from Bournemouth University in Information Technology and Business but is most proud of his achieving a TAP Masters Diploma in Learning and Development. His experience before Sirenum includes more than three years at Network Rail. But not continuously. Phew.
Marketing and Partnerships
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 teenage daughters. The only American on the team, Josh really struggles with the extraneous “u.”
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 across multiple industries, from administration to hospitality, customer service, and business plan coach. She holds a bachelor’s degree in Business Administration and Management from the University of Zaragoza. Jennifer is known for her baked goods throughout the Spanish state of Aragon.
Hagai Shatz has over 15 years experience in engineering in the workforce management industry, playing key roles for well established organisations 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 development team. Hagai is also the proud owner of a 3D printer.
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. He loves reply-all.
R&D Team Leader
Sergio holds a Bachelor of Engineering in Electronics and Telecommunications from the University of Aveiro, Portugal. A native of Portugal, Sergio lives with his family in South West England. There’s no truth to the rumour that Sergio invented Blue Steel.
Tim joins the engineering team with a vast amount of Salesforce development expertise, from metadata deployments to the latest UI framework. His experience includes three years with leading Salesforce ISV FinancialForce.
Tim graduated from the University of Hull, where he studied Computer Science with Games Development. In his spare time, Tim likes to spend time with his young children. He also enjoys playing and watching American football. He’s a Raider fan but we don’t hold that against him.
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. When he’s not asleep, Sergio is usually found in his gaming chair.
Andrew Green brings over five years of experience developing a staff scheduling software to his role as a developer here at Sirenum. He holds a BA in Computer Science from Nottingham Trent University and still lives in Nottingham. We can neither confirm nor deny whether Andrew and his cohort steal from the rich and give to the poor.
Andy spent 20 years in the manufacturing industry in a variety of roles before pursuing a career in software development. He attained a Computing Bsc (Hons) degree from De Montfort University and brings a wealth of experience from diverse sectors such as banking, electronic monitoring, security, and recruitment. Andy has had exposure to most of the Microsoft stack with a predominant bias towards web technologies.
Andy leads a busy life and spends much of his time outside of work with his wife and three young children.
Colin Steel brings over five years of experience in software development to the R&D team. He has worked for a number of companies in diverse industries, developing experience in a wide variety of technologies, including the Microsoft stack for Web and WinForms, Salesforce, Android Mobile and integrated devices.
Graduated from the University of Sunderland in 2010, Colin likes to spend his free time watching films, playing video games and listening to music. Colin is an avid F1 fan, foodie, and was recently introduced to the world of amateur volleyball, whatever that is.
Chief Sales Officer
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 they have three very cheeky children. Despite popular belief, he is not actually a king.
Regional Sales Director
Déborah Llabrés is responsible for Sirenum sales in mainland Europe. She brings over 20 years of experience in software sales to Sirenum, having worked for a decade selling workforce management solutions at an enterprise level. She creates strong relationships with her clients, and strives to become involved early in the process to fully understand their needs.
Déborah holds a Marketing and Business Administration and Management Degree. She is also a certified Personal Growth coach and has a Degree in Culinary Arts and Professional Chef with a focus on balanced healthy eating. Déborah lives in Barcelona, is the mother of two children, and in her free time likes traveling and staying active.
Richard Watts is a software consultant with 10 years of experience working with a range of solutions. This includes six years in solution sales, working with clients to deliver a variety of Enterprise solutions including mobile workforce management, HR, and ERP Systems across a range of different industries.
Richard has a very keen interest in understanding business challenges and working out ways to overcome these using innovative technologies and more efficient processes. At Sirenum, Richard is responsible for showcasing the Sirenum platform to prospective clients and working with the wider sales team to gather client requirements and facilitate implementation.
A London native, Richard recently moved to Hove to be next to the sea, where he enjoys regular dog walks along the shore. He is a big rugby fan and occasionally dusts off his boots to play on the wing, though he isn’t quite as fast as he once was! He has a very low shampoo bill.
Regional Sales Director
Phil Kennerley is responsible for Sirenum sales in the UK and Ireland. He brings over 16 years of experience in recruitment to Sirenum, having worked for over a decade in senior operational roles within high-volume staffing organisations and experience within project management, systems design, and implementation.
He is an experienced manager of people, improver of processes and builder of long-term mutually beneficial partnerships with clients.
Phil holds a wealth of knowledge of the recruitment industry and is a Prince 2 qualified practitioner. A keen property developer, Phil lives in Ripponden, West Yorkshire and is currently developing a 300-year old listed farm. Recently married to Lou, he enjoys cooking, walking and travelling with their young son, Jude. Phil continues our tradition of minimal shampoo expenditure.
Ben Hizak brings 15 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 is currently chief product officer at Cherre, a NYC-based proptech startup he co-founded.
Ben holds a BSc in Mathematics and Computer Science from Hebrew University. He also has an MBA from MIT Sloan School of Management, like that’s hard.
Curt is a Non-Executive Director at Sirenum, focused on strategic growth. Curt is also the CEO of Consilium Ventures, a firm specialising in technology buyouts and advice. Prior to Consilium, Curt was CEO of Redeem, a consumer electronics recycler that extends the lifespan of electronics. Prior to Redeem, Curt was the UK Managing Director of Vodafone Business Services where he was responsible for spearheading Vodafone’s entry into mobile unified communications and business services having led the acquisition of Central Telecom where he served as Chairman.
Curt was previously founding CFO of an emerging market telco start-up, Nursat, which grew into the leading Central Asian ISP and enterprise network provider. He also led the turnaround of Fujitsu’s £150M UK telco and utilities IT services business unit and was Global Vice President of Sales and Marketing of Nortel’s $2B global services business.
Curt has a Masters of Science from Georgia Tech and lives in Windsor with his wife and two children. Yes, his hair really does always look that good.
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. We had a hard time coming up with something funny here because Steve is too busy traveling for us to get to know him well enough.