About

I’m Alex Polonsky, a builder and product marketer based in Tel Aviv. Before moving into tech, I spent about a decade in journalism. The two careers are more connected than they may look.

I first got online around 1999, when much of the web I encountered was made up of forums, personal sites, and communities organized around shared interests. Around the same time, weblogs were emerging as a new form of personal publishing. By 2001, I had started one of my own. Publishing soon led to tinkering: setting up a server, customizing the platforms that came before WordPress and later WordPress itself, and piecing together websites from snippets of code. Much of it was beyond what I knew how to do, so website-building communities became part of the process. People explained things, shared code, and helped me get features working.

The same internet shaped much of my taste. ICQ conversations led to new people and communities; Soulseek led to music I would not have found elsewhere. Technology, writing, music, and culture were not separate interests. They were all part of being online, and writing became something I wanted to pursue seriously.

That path led to nana10, one of Israel’s major web portals at the time, where I started as a technology reporter before moving into culture and entertainment. Over the following years, I edited and led culture sections at nana10, Time Out Tel Aviv, and Walla. Within a few years, I was working for, and later leading, the same publications and culture sections I had read and looked up to as a teenager.

Music ran alongside the journalism. I started DJing in bars and small clubs when I was 18, sometimes on my own and sometimes with a small crew of friends. For several years, I also co-hosted a weekly music and culture show on Kol HaCampus 106FM, an influential station known for its alternative programming and its place in Israel’s independent music culture.

Journalism taught me how to develop a point of view, make a case for it, and understand what an audience might care about. It taught me to look for the real story beneath the obvious one, which usually meant asking better questions and going deeper. It also gave me a useful bullshit radar and plenty of practice navigating strong personalities, competing interests, and agendas.

By the time I became editor in chief of Time Out Tel Aviv, it was still a weekly print magazine, with its website and social channels growing alongside it. During its digital transformation, I worked closely with the external digital agency responsible for the website and took the product lead on our side. Later, I led the publication’s digital products and founded its branded-content studio, where we worked with both local and international brands. The role brought product, editorial, and commercial work together.

That was when I understood that my interest in technology could become part of my career, rather than something I kept tinkering with on the side.

Leaving journalism after a decade was a real change in professional identity, but the move itself was gradual. The next few years took me through consumer products, e-commerce, and digital marketing, from an early-stage direct-to-consumer company to a global consumer brand. The work added hands-on experience with customer journeys, growth, and the commercial side of digital businesses.

At Wix, product marketing became the clear center of my work. I joined Wix Answers, its B2B customer support product, and worked across positioning, messaging, go-to-market, and sales enablement. The role gave me experience inside an established product organization and set the direction for what followed.

From there, I moved to Lightricks, the company behind a portfolio of consumer creativity apps. I led product marketing for Photoleap, its photo-editing and creative app, as generative AI began reshaping what people could create on their phones.

Most recently, at monday.com, I worked on its marketplace and developer platform as apps, agents, and MCP began changing how software is built and extended.

Much of my work starts before launch, while the product and its story are still taking shape. I work with teams to clarify the problem, audience, value, and differentiation, then turn those decisions into positioning, messaging, briefs, and go-to-market plans. That often means aligning product, marketing, sales, partnerships, and other teams around the same direction.

I also spend a lot of time improving how the work gets done. When a process creates friction, I redesign it. When the missing piece is a workflow, automation, or tool, I build it. These days that increasingly includes agents and the systems around them.

I’m also interested in music, television, video games, coffee, cocktails, and menswear. My homelab is never quite finished, which is part of the appeal.

For the practical details, including the tools and setups I use, see Uses. You can also get in touch.