Leadership Team

Daniel Birnbaum

Chief Executive Officer

Daniel Birnbaum has served as our CEO (Chief Executive Officer) since January 2007. From 2003 to 2006, Mr. Birnbaum was the General Manager of Nike Israel. Mr. Birnbaum was a founding member of Nuvisio Corporation, a technology startup, and served as its Chief Executive Officer from 1999 to 2002.

In 1995, Mr. Birnbaum established Pillsbury Israel and served as its Chief Executive Officer until 1999. Mr. Birnbaum holds an M.B.A. from Harvard Business School and a B.A. from The Hebrew University of Jerusalem.

Daniel Erdreich

Chief Financial Officer

Daniel Erdreich has served as our CFO (Chief Financial Officer) since March 2007. Mr. Erdreich joined us in 1996, served as our Controller until 2000 and served as the Finance Manager for some of our affiliated entities from 2003 until 2007. Between 1993 and 1996 and between 2000 and 2003, Mr. Erdreich was the Chief Financial Officer of public companies traded on Nasdaq and the TelAviv Stock Exchange.

Mr. Erdreich is a certified public accountant in Israel and holds a B.A. in Accounting and Economics and an M.A. in Business Administration, both from The Hebrew University of Jerusalem.

Eyal Shohat

Chief Corporate Development Officer

Eyal Shohat has served as our Chief Corporate Development Officer since May 2010. From 2007 to April 2010, Mr. Shohat was the Vice President – Legal Affairs of Frutarom Industries Ltd., a public company listed on the Tel Aviv and London Stock Exchanges. From 2002 to 2006, Mr. Shohat served as Legal Counsel for Frutarom.

Mr. Shohat holds a B.A. in Accounting, an L.L.B. and an MBA from Tel Aviv University

Amir Eyal

Chief Operations Officer

Amir Eyal has served as our Chief Operations Officer since November 2015.  Mr. Eyal joined us in March 2013 as VP Operations to establish flagship manufacturing facility in Idan Hanegev and in January 2015 was appointed to Chief Corporate Services Officer.  From 1999 to 2013, Amir worked at Amdocs (NYSE: DOX) in various operational roles. In his last two roles Amir was VP of Global Operations and VP of Global Procurement. Prior to Amdocs, Amir worked in different roles related to Civil Engineering, one of which was the Chief Engineer of the Tel-Aviv Metropolitan Mass Transit System.Amir holds a BSc in Civil Engineer from Israel Institute of Technology – Technion.

Rachelle Ostro

Director Global Human Resources

Rachelle joined the Company in 1997 and worked closely with the CEO for 10 years as his P.A.  In early 2007, Rachelle was appointed Director of Global Human Resources, overseeing the human resource management and industrial relations policies, practices and operations of our global operations.  Prior to joining SodaStream, Rachelle held similar P.A. positions in other private companies.Rachelle holds a B.A. (cum laude) in Social Work from the Tel Aviv University.

Matti Yahav

VP Global Marketing

Matti Yahav has served as our VP Global Marketing since June 2015, leading the entire life cycle of SodaStream products from innovation to commercialization, as well as all global marketing communications.  Mr. Yahav joined SodaStream in January 2015 as Product Marketing Director.  From 2008 to 2014, Matti worked at Osem-Nestle in various marketing roles and brings more than 15 years of marketing experience in consumer goods products. 


Matti holds a MBA from Tel Aviv University 

Michal Lubovsky

Director of Global Talent

Michal Lubovsky has served as our Director of Global Talent since December 2015, leading the full cycle of employment at SodaStream from Recruitment to Onboarding and Retention.  Michal joined SodaStream in 2012 as Global Recruitment Manager.  From  2008 – 2010 Michal worked at Teva Canada as Talent Acquisition Manager.  Prior to Teva, Michal worked at Intel from 1997-2007 in various HR roles.

Michal holds a B.A. in Psychology from the Hebrew University and a M.A in Organizational Behavior from Tel Aviv University.