Management Team

 

Rafi Holtzman

CEO

Rafi Holtzman spent most of his career making digital technology accessible to users in traditional work environments, helping them to revolutionize their workplaces and industries.

As the Chief Designer for Scitex Corporation during the 1980s, he developed interfaces for Scitex's computerized pre-print and printing systems that could be easily understood and adopted by workers in conventional printing houses and publishing companies.

In 1990, he joined EFI as Director of Product Design. After designing the interface and workflow for EFI's award-winning Cachet color management system, he headed the industrial design and interface development for the Fiery Color Server, the catalyst for the short-run printing industry. He later led the research, development, and productization of the eBeam digital whiteboard system and was promoted to General Manager of the eBeam business unit in 2000. In 2003, he headed EFI's spin off of the eBeam unit into an independent company, Luidia, Inc., and now serves as its CEO. Mr. Holtzman holds B.Des. in Industrial Design from Bezalel Academy of Art and Design (Israel).

Jacob Harel

VP of Operations & Engineering

Jacob Harel brings a strong background in technology development and engineering management to Luidia. After completing his service in a technical unit of the Israeli Defense Forces, Mr. Harel spent the early years of his career in hardware and software QA at Applied Materials and a variety of semiconductor fabrication equipment companies.

After joining EFI in 1996, he was one of the first engineers to work on the eBeam development project, where he worked on a variety of hardware, software, and firmware projects. He authored several eBeam-related patents and eventually ran the eBeam hardware development team at EFI. Mr. Harel holds a BA in computer science and economics from Tel Aviv University.

Jody Forehand 

VP of Product Planning

Jody Forehand brings a broad background in marketing, account management, and product planning to Luidia. EFI recruited Ms. Forehand from her position as semiconductor analyst at Frost & Sullivan to provide market research and analysis for numerous development efforts, including eBeam. Ms. Forehand wrote the first specification for the eBeam product line and eventually managed all aspects of the marketing process for the business unit, from product definition to PR.

During her career at EFI, she worked also on several other EFI product lines, coordinating development efforts between internal engineering teams and major customers in Japan. After serving as Interim Director of Product Marketing for EFI, she rejoined the eBeam business group to coordinate the first eBeam launch. Ms. Forehand holds a Bachelor of Arts from Princeton University and a Master’s degree from University of Texas-Austin.

Roy Erez

Senior VP of Worldwide Sales and Business Development

As an investor and board member for nearly a decade, as well as a senior executive in technology start-up companies, Roy Erez brings a strong background in entrepreneurship, management, growing companies domestically and internationally, company and product strategy, business development and sales.

For Luidia, Mr. Erez leads the global corporate and business development activities as well as worldwide OEM and Channel Sales, and has a key role in guiding the company's overall strategy.

Prior to Luidia, Mr. Erez was the GM of North America and VP Business Development at NewACT, a prominent mobile content management solutions company, up until it was acquired by Amdocs (NTSE: DOX) in mid 2009. At NewACT, Mr. Erez lead the company's global business development and sales initiatives, dealing with large telecom players, device manufacturers, service and Internet providers. Prior to NewACT, Roy was the VP of Business Development for iSkoot, the leading provider of mobile Internet services, where he was instrumental in guiding overall business and corporate strategy from early on and responsible for the company's strategic customers and partners, establishing it as a key player in its field. Previously, he spent several years with Cedar Fund, an Israel-related venture capital firm, where he invested in companies across various industries including software, semiconductors, telecommunication, mobile and Internet.

Roy holds an MBA with high distinction from Columbia Business School in New York City.

Evelyn Lassman

VP of Finance

Evelyn Lassman joined Luidia from Electronics For Imaging, Inc. (EFI), where she was Director of Corporate Business Development. In this capacity she served as an observatory Board Member of Luidia, Inc.

During her 9 year tenure at EFI, she focused on mergers and acquisitions from analysis of companies, valuation, negotiation, integration and analysis of markets. Early in her EFI career, she was in charge of SEC reporting and international consolidations as part of the Finance and Accounting team.

Prior to joining EFI., Ms Lassman worked for KPMG Peat Marwick LLP USA as an auditor and for Nomura Bank and Deutsche Bank in Europe as a banker. She has served on the Board of the Swiss American Chamber of Commerce. Ms. Lassman holds a licentiate of economics from the University of St. Gallen (Switzerland), a CPA from California and an M.B.A. from Golden Gate University (San Francisco).