GenCell Offices

we are   engineers experts  innovators 

—real people with
an insatiable drive
for innovation.

[Energy Mavericks]

Headquartered in Israel, our industry-leading team of energy experts is constantly curious and eager to challenge the status quo of power paradigms.
With over 150 employees, including veterans of space and submarine programs and award-winning technology leaders, our team is as strong as the power we produce.
We believe in equity, social responsibility, sustainability, and most of all, our collective creativity to power the future.

  • 150+

    150+ Experts with an
    insatiable drive for
    innovation.

  • 1M

    Annualized
    metric tons of
    [CO₂] saved

  • 20+

    20+ Clients and
    collaborators

GenCell HQ

Our Mission
Our Vision

[Clean-Tech Pioneers]

GenCell Team

At our company, our mission is to revolutionize the energy industry by providing sustainable, efficient, and reliable hydrogen energy solutions.
We strive to challenge the traditional energy standards and create a more equitable and socially responsible world for future generations.
Our team, made up of experienced veterans of space and submarine programs, as well as award-winning technology leaders, is passionate about utilizing our collective creativity to produce cutting-edge hydrogen technology.
We are committed to building a brighter future for our planet, and we believe that hydrogen energy is the key to achieving a sustainable and clean energy future.

Sustainability,
start to
finish.

[Earth-Friendly Innovators]

Power for Humanity

Sustainability is at the core of our company’s values. At GenCell, we recognize the global need for reliable and accessible clean energy. Our award-winning fuel cell technologies are paving the way for climate resilience and healthier communities.

By harnessing the power of Earth’s most abundant elements, we have developed innovative energy solutions, such as GreenFSG, which efficiently fuels, stores, and generates cost-effective clean power. Our commitment to sustainability goes beyond reducing carbon emissions; it extends to preserving natural resources and promoting a greener future.

With GenCell, you can rely on our environmentally friendly approach to contribute to a more sustainable world. Our clean energy solutions are accessible anytime, anywhere, offering a reliable and sustainable power source for communities around the globe.

Rami Reshef

Co-founder, CEO

Rami has proven executive management track record and over 25 years of experience driving sales growth in the technology industry. Rami has focused on adopting early technologies and successfully transforming them into mature commercial products. He has founded a number of startups, with solutions for mobile, social networking and virtual reality.

LinkedIn

Yossi Salomon

CFO

Yossi has 20 years of experience as CFO and VP Business Development at a variety of companies, including DealFlow Investments, a private equity firm and Telit, an Italian mobile phone provider. During his career as a CFO, he managed the acquisition of VisonTech by Broadcom as well as the Nasdaq IPO of Internet Gold, an Israeli ISP. Yossi is a CPA and has an Executive MBA from Bar Ilan University in Israel.

LinkedIn

Hadar Himmelman

Chief Commercial Officer

With over 20 years’ experience managing global sales teams for startups and large corporations, Hadar joins after nine years at Orbotech/KLA, where he lead global sales for the PCB division, oversaw new product rollouts and managed customer service. Holding Electro-Mechanical Engineering and MBA degrees, Hadar enjoy road biking and as a former Navy captain he loves sailing.

LinkedIn

Ariel Machtey

VP of Marketing

Ariel has over 15 years of international experience as a branding and marketing leader. With deep experience on the agency side (Publicis), managing brands and digital marketing of consumer goods (Strauss), creation of an innovative banking brand (Pepper), and a host of product marketing management roles (Wix), Ariel brings a unique and well-rounded skill set.

LinkedIn

Gennadi Finkelshtain

Co-founder & Chief Technology Innovation Officer (CTIO)

Gennadi is an experienced scientific project manager who holds responsibility for the R&D and production activities across the company. Prior to joining GenCell, he served as General Manager and CTO of Medis Technologies (USA), the leading borohydride fuel cell company. Mr. Finkelshtain holds an M.Sc. from the Saint Petersburg State Technological University of Plant Polymers and has authored more than 40 patents on various topics related to fuel cell technologies.

LinkedIn

Gil Shavit

Co-founder & CBDO

Gil is passionate about bringing fuel cell power solutions to new businesses and industries. With more than 25 years of experience in establishing innovative Israeli technology companies, he has led joint ventures with global firms such as Phillips and G4S Brazil. Gil has a B.Sc. in Computers and Electronics from the Ben Gurion University of the Negev.

LinkedIn

Shmulik Perez

Chief Operations Officer

Shmulik brings over 25 years of leadership and management experience in global and multicultural corporate enterprises, among these Orbotech, SodaStream Intl, Intel and others. He draws from his wealth of experience managing large and complex operations involving Lean Manufacturing, sophisticated technologies, multifaceted production processes and international distribution and delivery models. He is a creative and visionary leader with proven results.

LinkedIn

Haim Moshe

VP Customer Services

Haim brings to the table 20+ years of experience in quality and reliability management roles in the defense sector and at Hewlett-Packard and More Energy. Haim has leveraged his deep QA & reliability know-how to apply best practices across GenCell’s operational and business processes. As VP Customer Services, Haim now focuses on continuously improving GenCell’s end-to-end customer experience. Haim has earned degrees in both Electronics and Quality Engineering.

LinkedIn

Lenore Sebag

General Counsel

Lenore joined GenCell as legal advisor in 2022 and was promoted to General Counsel in 2023. Prior to GenCell she served as General Counsel and Head of Legal for Moroccanoil and before that as Senior Legal Counsel for Ernst & Young Israel. Holding BA, MA and LLB degrees from Bar Ilan University, Lenore is an Attorney at Law licensed by the Israel Bar Association.

LinkedIn

Asher Levy

Chairman of the Board

Active Chairman of Landa Digital Printing, Asher Levy served as CEO of Orbotech from 2013 to 2019, where he oversaw its acquisition by KLA-Tencor for $3.4B. Joining Orbotech in 1990, over the years Mr. Levy filled a variety of marketing and managerial leadership roles in Global Business and Strategy. Prior to that, Mr. Levy held positions at Dun & Bradstreet, Apple and DEC. Holding a bachelor’s in Industrial Engineering and Management from Ben-Gurion University and an MBA from Tel Aviv University, Mr. Levy is also a graduate of the Advanced Management Program at Harvard Business School.

Benny Landa

Board Member

Pioneer of digital printing at Indigo (acquired by HP in 2002), now as CEO and Chairman of the Landa Group, Benny continues to pioneer futuristic nanotechnology applications in the fields of imaging, energy and health. His vision for the future also includes investing in promising Israeli technologies and philanthropic activities that enable underprivileged youth to access higher education. Benny has a portfolio of over 800 patents worldwide and is Israel’s most prolific inventor.

Segi Eitan

External Director and Board Member

Appointed an independent director at Melisron Ltd. in 2020, Segi Eitan currently serves as a Member of the Board at the Bank of Israel, as the Chairman of a real-estate technology startup company and as a director for GenCell Ltd. With many years of experience managing public real estate companies, Ms. Eitan served for 14 years as CEO of the Property and Building Corporation Ltd., as Deputy Chairman of Gav-Yam Land Corporation Ltd., Chairman of Matam (Scientific Industries Center) Haifa and of ISPRO (the Israeli Properties Rental Corporation Ltd.). Prior to these appointments, Ms. Eitan served as Deputy CEO and CFO at Azorim Investments in Development and Construction Company Ltd. A certified accountant who began her career at the accounting firm KPMG, Ms. Eitan earned her Bachelor’s degree in Economics and Accounting from Bar Ilan University and is a graduate of the Advanced Management Program at the Harvard University School of Business.

Ami Shafran

Board Member

Major General (Res.) Ami Shafran has served the Israel Defense Forces (IDF) and government in many prominent positions, including Commander of the IDF Information, Communications and Cyber Command (C4I); Head of R&D “Mafat”; Chief of Staff of the Ministry of Defense and R&D Attaché at the Israeli Embassy to the U.S. He holds positions on the boards of leading Israeli energy and cybersecurity companies including Paz Group (TLV: PAZOL); Elsight (ASX:ELS) Security Matters (ASX:SMX) and Waterfall Security. Head of the Cyber Innovation Centre at Ariel University and a Venture Partner at Moneta Capital VC, the Major General holds a B.Sc. degree in Electrical Engineering from the Ben Gurion University and an MBA from Tel Aviv University.

Michal Arlosoroff

Independent Director and Board Member

On the staff of Adama Agricultural Solutions Ltd. since 2007, Michal Arlosoroff serves as General Legal Counsel, Secretary of the Board of Directors and Chief Sustainability Officer. With more than 20 years of executive experience in financial, commercial and regulatory issues, including various aspects of fundraising, capital markets, and complex global commercial transactions, Ms. Arlosoroff manages a global team of attorneys and oversees all Intellectual Property and patent issues. Serving also as Chief Communications Officer of the ADAMA group, Ms. Arlosoroff has since been nominated to serve in the same roles at ADAMA Ltd, a Chinese SOE traded on the Shenzhen Stock Exchange.

Eli Gorovici

Board Member

In his most recent position as General Manager of Johnson Controls Global Security Products, Eli Gorovici managed a multi-mllion dollar business focusing on AI and automation, cloud solutions and cybersecurity. Prior to this role, he served as General Manager of Johnson Controls Innovation and VP of M&A Johnson Controls Security products, where he was in charge of acquisitions, venture investment and innovation development. Over the past 25 years Mr. Gorovici filled many senior positions in digital data communications companies, including serving as President, CEO and director on the board of DVTel, where he was instrumental in growing the business from inception to market leader in video over IP, and as General Manager of NICE Systems.

Emanuel Avner

External Director and Board Member

Emanuel Avner, Director on the Board of Clalit Health Services, Isramco and a member of the Audit Committee of the Israeli Governmental Lottery Agency Mifal Hapais, has been appointed a member of the board for GenCell, Ltd. Mr. Avner served as co-founder of Lacoon Mobile Security, acquired by Checkpoint for US$100m in March 2015 and as lead mentor and investor in various cybersecurity and fintech startups. Earlier in his career, Mr. Avner served as CFO at Partner Communications and at Blue Square Israel. A Certified Public Accountant in both Israel and the U.S., Mr. Avner earned a B.A. in Economic and Accounting and an M.B.A. with honors in Finance from the Hebrew University in Jerusalem.

Meet
the Energy
Experts

—Exceptional energy demands exceptional talent

RAMI RESHEF

Rami Reshef

Co-founder, CEO

Yossi Salomon

Yossi Salomon

CFO

Hadar Himmelman

Hadar Himmelman

Chief Commercial Officer

Ariel Machtey

Ariel Machtey

VP of Marketing

Gennadi Finkelshtain

Gennadi Finkelshtain

Co-founder & Chief Technology Innovation Officer (CTIO)

Gil Shavit

Gil Shavit

Co-founder & CBDO

Shmulik Perez

Shmulik Perez

Chief Operations Officer

Haim Moshe

Haim Moshe

VP Customer Services

Lenore Sebag

Lenore Sebag

General Counsel

Asher Levy

Chairman of the Board

Benny Landa

Benny Landa

Board Member

Segi Eitan

Segi Eitan

External Director and Board Member

Ami Shafran

Ami Shafran

Board Member

Michal Arlosoroff

Independent Director and Board Member

Eli Gorovici

Eli Gorovici

Board Member

Emanuel Avner

Emanuel Avner

External Director and Board Member

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