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Assaf Alpert is the current CEO of bttr_ since November 2023. Previously, Alpert held the position of Executive VP of Business at Hilan חילן, Israel's leading Software as a Service (SaaS) provider. Alpert has a strong background in sales, marketing, and business development, having managed various departments and units within the organizations Assaf has worked for. Alpert's educational background includes a Master of Business Administration (MBA) in Marketing & Information Systems and a Master of Science (MSc) in Industrial Engineering from Tel Aviv University.