Our Team

The people at the forefront of our mission.

Board Members of the Organization

Mark Perlman

Founder & Chairman of Ruach Nechona

Mark Perlman is the Founder & Chairman of WFI Group and also serves as the CEO and Co-Founder of Ocean State Job Lot (OSJL), a retail chain based in Rhode Island.

As an entrepreneur and investor in a wide range of businesses, Mark is also an active philanthropist, supporting globally recognized organizations and community initiatives.

He currently serves as President of the Board of Directors for FIDF (Friends of the IDF).

Ofer Avidan

Founder & Chairman of Ruach Nechona

Ofer Avidan is a businessman and philanthropist.

He is the Founder and CEO of WFI Group and an internationally recognized agronomist. Ofer has served as an R&D Vice President for global organizations, specializing in agriculture in arid regions, hydroponic technology, and the production of essential oils from plants.

He holds a B.Sc. in Agriculture and Plant Sciences from the Hebrew University and is a graduate of the Tefen Entrepreneurship Program at Harvard Business School.

Orly Giron

Board Member

Orly Giron is the Distribution and Business Partner Manager for the Software Sales Group at IBM Israel.

She holds a Bachelor’s and Master’s degree in Education Management from Tel Aviv University.

Her connection to lone soldiers began during her military service, where she served as a commander and officer at the Havat HaShomer Base.

Orly’s deep bond with Ruach Nechona was formed on the day she volunteered to renovate one of the organization’s apartments—an experience that led her to become an active and committed partner ever since.

Dana Hubner

Board Member

Dana Hubner serves as the VP of Business Development at WFI Group.

She holds a Bachelor’s degree in Marine Sciences and Marine Environment from Ruppin Academic Center and a Master’s degree in Business Administration from The College of Management.

Dana is also a board member in the Water Sector Department at the Israel Export Institute.

She is among the founding members of Ruach Nechona.

Boaz Shitzer

Board Member

Boaz Shitzer serves as the CEO of ROTEC and CEO of AST.

He holds a Bachelor’s degree in Economics from Tel Aviv University and a Bachelor’s degree in Business Administration from City, University of London.

Liron Sheik

Board Member

Liron Sheik serves as the CFO of WFI Group.

He holds a degree in Accounting and Economics from Tel Aviv University.

As one of the founding members of Ruach Nechona, he also serves as the organization’s Finance Manager.

Erez Sidransky

General Assembly & Audit Committee Member

Erez Sidransky is a Operations Department Specialist and Project Manager at WFI Group.

He holds a Bachelor’s degree in Textile Design from Shenkar College of Engineering, Design and Art.

Our Team

Captain (Res.) Noam Avital

CEO of Ruach Nechona

“It doesn’t matter how many mistakes you make—you are still ahead of everyone who never tried.”

Noam Avital is the beating heart of Ruach Nechona. As one of its founders and leaders, he has played a pivotal role in shaping the organization throughout the years.

A passionate social entrepreneur and activist, Noam is a source of inspiration for young people and has tirelessly dedicated himself to supporting lone soldiers.

He holds a Bachelor’s degree in Informal Education and Land of Israel Studies and a Master’s degree in Educational Systems Management.

Tziki Aud

Youth Advisor

“Love your neighbor as yourself.”

Tziki Aud is a dedicated mentor and advisor to lone soldiers, offering guidance and support throughout their journey.

He founded the Michael Levin Lone Soldier Center in Jerusalem and has spent years mentoring and assisting young lone soldiers, providing them with invaluable wisdom, experience, and heartfelt care.

With a deep understanding of their unique challenges, Tziki serves as a compass, a listening ear, and a true home for countless lone soldiers in need.

Major (Res.) Limor Mordoch

Deputy CEO of Ruach Nechona

“The wisdom to see, the courage to aspire, the strength to act.”

Limor Mordoch completed her service as a Major in the IDF Education and Youth Corps in 2023. Throughout her military career, she was deeply involved in education, command, and training, shaping the next generation of leaders.

A true educator and strategist, Limor brings both vision and execution to her work.

She holds a Bachelor’s degree in Special Education and Psychology and a Master’s degree in Leadership and Educational Systems Management.

Naama Arazi

Youth Coordinator

“People are the story.”

Naama is a people person—attentive, empathetic, and providing professional support with a genuine desire to guide and assist.

She holds a Bachelor’s degree in Social Work and is currently pursuing a Master’s degree in Organizational Consulting.

Avigail Berda

Housing Coordinator

“The sky’s the limit, and the way is through respect.”

Avigail is driven by a strong passion for meaningful action and giving. She connects deeply with the soldiers, guiding, listening, and fostering their growth.

During her military service, she commanded new Olim (immigrants) and later soldiers undergoing the conversion process and was involved in instructional development.

Einat Aharon

Volunteer Coordinator

“I invited love, joy, and abundance to come; they replied in unison—we are always here, come as you are.”

Einat is a soulful performer, a lover of people, a connector, and a professional.

he holds a Bachelor’s degree in Social Sciences and has extensive experience in youth-related fields.

-של-WhatsApp_-2025-01-20-בשעה-15.37.09_b97d1cdd-e1737616093895

Hodaya Sokolov

Youth Coordinator

“I hereby accept upon myself to give and receive.”

Hodaya is driven by a genuine mission to do good and spread kindness. She provides professional support with a true desire to guide and assist.

Committed and dedicated to her role, she holds a Bachelor’s degree in Social Work and a Master’s degree in Business Administration.

Meital Gueta

Office Manager

“Be yourself, fully, who you are. Only then will everyone around you feel comfortable being who they are.”

Meital has been managing offices for many years. She skillfully oversees the operations of the organization’s office and beyond.

Committed and dedicated, creative and pleasant, she always offers help and expands her areas of responsibility.

Leon Har Shalom

Logistics Coordinator

“Nothing stands in the way of will.”

Leon is our logistics expert in the organization. A former combat soldier in the Golani Brigade, he travels across the country, delivering new equipment to lone soldiers right at their doorstep.

During volunteer days and organizational activities, he leads setup efforts, maintains the organization’s apartments, and is always ready to assist with any issue. With skilled hands and a wide smile, he brings a youthful and energetic spirit to the team.

Maya Lukash

Housing Coordinator

“What your inner voice says—that is your truth.”

Maya is passionate about educational work among the soldiers in the organization’s apartments.

Her presence is immediately felt; she is attentive and caring, always there for the soldiers and truly sees them. Maya is currently studying Informal Education.

Bar Kalfon

Logistics Coordinator

“Only love will bring love.”

A reservist combat engineer, Bar is characterized by a broad smile and provides services to young individuals with joy and wholeheartedly.

He is professional, thoughtful, and pleasant, responsible, organized, and punctual, ensuring smooth logistical operations behind the scenes.