Management Team

    Udi Peless, Co-Founder, CEO & VP Marketing

    Co-founder and CEO of Friendly Robotics, Udi comes from a strong background in engineering, technology and marketing. Previously CEO of Biosense, a hi-tech startup acquired by Johnson & Johnson and founder of a software company in the field of aircraft mission planning, Udi began his carrier as an engineer and later, Marketing Manager at Elbit, a leading provider of military equipment.

    Udi holds a B.Sc with Honors in Computer Engineering from the Haifa Technion Institute of Technology in Israel.

    "Domestic robots, in a variety of applications, are imminent and will soon be as common as the microwave in every home. When that happens, Robomow is perfectly positioned to be amongst the brand leaders."

    Udi Peless

    Shai Abramson, Co-Founder & CTO

    Shai Co-founded Friendly Robotics in 1995. Previously a Team Leader and Project Manager in the Israeli Defense Force's Technology Unit, Shai is the recipient of the Israeli Security Prize.

    Shai is a graduate of the elite training program “Talpiyot”. He holds a B.Sc in Physics & Mathematics, with honors, from the Hebrew University of Jerusalem and an M.Sc in Electronic Engineering, with honors from the Tel-Aviv University.

    "It is my belief that the journey is just as important as the destination. Accordingly, human resources are the most vital asset of any organization and ultimately, the secret ingredient to Robomow's success."

    Shai Abramson

    Noa Chen, VP Finance, Human Resources & Information Technology

    Bringing with her combined expertise in the areas of finance, human resources and information technology, Noa joined Friendly Robotics in 2011. Previously, Senior Assurance Manager at PricewaterhouseCoopers Israel for over a decade, Noa holds vast, in-depth understanding in hi-tech and industrial companies, multinational corporations and SEC registrants.

    Noa holds a B.A. With Honors in Accounting & Business Administration from the College of Management Academic Studies. She is also a Certified Public Accountant in Israel.

    "Thinking outside of the box and allowing employees the freedom to improve processes and drive efficiencies is critical to a company's ability to succeed."

    Noa Chen

    Gerome de Schutter , VP Sales

    Vice President of Sales at Friendly Robotics since 2012, Manager of Friendly Robotics BV in Holland since its establishment in 2007 and a Robomow distributor since 2001, Gerome is an expert in Robotic lawn mowers. Previously, Gerome was Co-Founder & CEO of MDS BV, Andelst and Co-Founder & CEO of Garden Motors NV, Desim NV and MDS Parts.

    Gerome is a graduate of the Dendermonde Business School and is fluent in Dutch, French, German, English and Italian.

    "Companies, like people, have to keep moving ahead. Only when moving can we see the landscape evolve."

    Gerome de Schutter

    Dedy Gur, VP of customer satisfaction

    Dedy brings with him 20 years of experience in Product Management and Engineering. Responsible for New Product Testing and Releases, After-Sales Support and Product Management, he originally joined Friendly Robotics in Dec 1999 as Customer Support & Quality Assurance Director. Previously, Dedy was Process Eng. Leader & Quality Assurance Manager at Motorola South Israel Ltd.

    Dedy holds a B.Sc. In Mechanical Engineering and an MBA from the Ben-Gurion University.

    "Working closely with and listening to our customers, is a critical factor in the continued delivery of high-quality products designed to exceed expectations."

    Dedy Gur

    Ofer Laufer, COO & OEM G.M

    Ofer brings with him more than twenty years of high-level executive experience in a wide array of global Operations in company’s in high growth. Previously, VP Operations at Powerpaper, a startup developing a unique platform for the cosmetic and pharmaceutical markets, Operations Director at Alvarion (Nasdaq: ALVR), a leading global wireless networking company, Plant Manager at A.M.S. Electronics, a turn-key company in the electronics industry, and Vice Production Manager at Lucent Technologies (NYSE:LU), Ofer's extensive background at growing companies speaks for itself.

    Ofer holds a first degree in Electrical Engineering and an MBA from the Hebrew University of Jerusalem.

    “While we are fascinated by new technologies, processes and new business models, it is human values – such as integrity, compassion and empathy – that should be the guiding light of all that we do.”

    Ofer Laufer