Pini Yakuel is the Co-founder and CEO of Optimove, a customer-led marketing platform. From its two-person launch in 2009, under Yakuel’s leadership, Optimove is now a multi-million-dollar global retention marketing business with more than 450 employees. Today the company provides industry-specific and use-case solutions for hundreds of leading consumer brands. Yakuel led the CRM industry in making a powerful fundamental shift in marketing by always starting with the customer instead of a campaign or product. Customer-led marketing has been proven to deliver brands an average increase of 33% in customer lifetime value. Yakuel holds an MSc in Industrial Engineering and Management from Tel Aviv University.