Leadership Team



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.



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



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.



Idan Zu-Aretz has served as our Chief Operations Officer since May 2017. Prior to joining SodaStream, Idan held senior management and leadership positions at Intel in Israel and abroad, accumulating extensive experience in supply chain management, industrial engineering management, global staffing and various cross-functional assignments including M&A integration and R&D site set-ups around the globe. From 2013-2017, Idan held several special assignment positions including General Manager of Intel's acquisition of Micron's Factory in Israel and General Manager, International Die Prep factory Jerusalem. During his tenure at Intel, he worked as technical assistant to Maxine Fassberg, president of Intel Israel.

Idan holds a BSc in Industrial Engineering from Ben Gurion University and an MBA from the Ben Gurion University School of Management.



Galit Zucker has served as our Chief People Officer since November 2016. Galit has over 20 years of managerial experience in HR management, change management, organizational development and learning. Prior to joining SodaStream, Galit served as Head of the HR Delivery Group in Amdocs, a market leader in customer experience software solutions and services for the world’s largest communications, entertainment and media service providers, listed on Nasdaq. Before joining Amdocs, Galit was the Head of HR at Cellcom, the largest Israeli cellular provider; Head of Global Organizational Development and Learning at Better Place, which was a was a venture-backed international company that developed and sold battery-charging and battery-switching services for electric cars; and Director of HR, Customer Service Division at Bezeq International, Israel's largest telecom company.

Galit holds a BA in Economic and Business Administration from Bar Ilan University.



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 



Henner Rinsche has served as our President Europe since September 2015.  Mr. Rinsche joined SodaStream in 2011 as the General Manager of Germany and Austria and was later appointed as the Regional Manager for Germany, Austria, Switzerland and Italy.  Prior to joining SodaStream, Mr. Rinsche worked at Henkel in global marketing and business development roles.  From 2005-2010, Henner was the Marketing Director for Danone in Germany and Poland and General Manager of the Baltics.  Between 1998-2005, he worked at Pepsico in various local and regional marketing and country management roles in Germany and England.  Henner began his career in brand management at Procter & Gamble.

Mr. Rinsche holds a European business degree with first class honors from Humberside University in England and a Diplom-Betriebswirt degree from the Fachhochschule Muenster in Germany.