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Prior to co-founding GreenSoil, Gideon founded and managed GMS Capital, a boutique investment bank. At GMS, Gideon worked with several companies on their global business development strategy, helped companies raise funds and managed several mergers and acquisitions for European, American and Israeli companies.

Before GMS Capital, Gideon was responsible for all global merger and acquisition activities for a major division of Royal Philips Electronics. While acting as Senior Director of Corporate Mergers and Acquisitions, Gideon managed deals valued at over $1.5B.