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Roei Friedberg has a strong background in sales, partnerships, and leadership. Roei is currently the VP of Sales & Partnerships at Visitt. In 2024, they co-founded Healing in Nature. Before that, Roei was an Official Member of the Forbes Business Council in 2022. Roei also served as a Member of the Board of Directors at the 890 Foundation, where they worked to empower veterans and make a positive impact on society. Prior to that, Roei held various roles at Aura Air, including Chief Executive Officer for the Americas and VP of Sales and Business Development. Roei played a key role in expanding the company's indoor air quality products to 87 countries and achieved significant revenue growth. Roei also served as the VP of Public Sector & B2G Sales at Molekule, where they developed successful strategies and secured contracts with major institutions. Earlier in their career, Roei held a leadership position as a Major (Reserve) in the IDF - Israel Defense Forces. Roei commanded a company of paratrooper fighters and was recognized for their exceptional performance and leadership abilities.

Roei Friedberg earned a B.A. in Government, Diplomacy, and Strategy from the Lauder School of Government at Reichman University. Roei attended the university from 2017 to 2019.