Etgar Bonar

Revenue · GTM · General management

I start with the commercial problem.
Then I change only what has to change.

I am a revenue and go-to-market executive who has built, adapted, and augmented commercial systems across Amazon, Taboola, Rapyd, and Lokalise.

My current focus is the part of the customer journey your team never sees: how buyers increasingly use AI to choose, adopt, and get value.

Explore the record Read the point of view

Built across

How I work

Diagnosis before doctrine.

Sometimes the answer is a new system. Sometimes it is a targeted change to one that already works. The job is to identify the constraint, make the proportionate intervention, and connect it to a commercial result.

  1. 01

    See where value is moving

    Read the technology shift, the buyer behavior behind it, and the commercial consequence before choosing a playbook.

  2. 02

    Make the bet

    Decide what must change, what should stay intact, and where the company can build an advantage early.

  3. 03

    Build the operating system

    Align positioning, people, process, product surfaces, pricing, channels, and measurement around the bet.

$130M → $500MTaboola remit scaled through its Nasdaq IPO
74 partnersRapyd partner program built into a repeatable channel
+97% YoYLokalise sales-accepted opportunities at a falling unit cost
4 continentsTeams built and led across global markets

Selected track record

Commercial scope, not a functional lane.

Across the last three companies, I carried a revenue number. The work spans general management, sales, marketing, partnerships, self-service, pricing, product-led growth, and the systems that connect them.

2024 to 2026Lokalise

Chief Marketing Officer

Co-owned the company revenue goal with the sales counterpart and led a broader AI-era GTM modernization across positioning, teams, tools, pricing, channels, CMS, attribution, and operating foundations.

  • Built the AI-discovery operating model that helped establish Lokalise as the measured number one company in AI visibility for its category across approximately 1,000 high-value prompts.
  • Grew sales-accepted opportunities 97% year over year at a falling cost per opportunity.
2021 to 2024Rapyd

Vice President of Sales, previously VP of SMB and Product-Led Growth

Led several revenue streams and business units across SMB and PLG, selected Mid-Market and Enterprise markets, Commercial Partnerships, Account Management, UK POS, and specialist businesses in Asia.

  • Built the Rapyd Partner Program to 74 partners, turning founder-led conversations into a repeatable qualification, contracting, and revenue channel.
  • Launched the UK card-acquiring GTM, growing customers by 600% in the first year through product-led activation.
2019 to 2021Taboola

Global Head of SMB, General Manager

Ran the global SMB and Product-Led Growth business through Taboola's Nasdaq IPO, with the remit scaling from approximately $130M to $500M in revenue.

  • Owned a business representing about 40% of global revenue, more than half of new business, and 80% of the company's customers.
  • Built and led a 65-person organization across New York, Tel Aviv, London, São Paulo, and Bangkok.
  • Improved growth efficiency, with new revenue increasing at 1.8 times the rate of budget growth from Q2 2019 to Q2 2021.
2013 to 2019Amazon

Global Head of Marketing Communications, Amazon Pay

Built the global marketing communications organization across Seattle and Luxembourg, spanning product marketing, brand, content, PR, partner marketing, sales enablement, customer insight, events, and social.

2007 to 2012Johnson & Johnson

Sales and marketing leadership, Medical Devices and Diagnostics

Started with direct revenue responsibility, then joined the EMEA leadership development program to build market strategy across 27 countries.

Current point of view

The part of the customer journey your team never sees is getting larger.

Before purchase, buyers use AI to research, compare, and plan an integration. After it, that same AI increasingly connects the product, operates it, and troubleshoots it.

I call the commercial boundary this creates the frontier: the boundary between what your product, content, and interfaces can carry on their own, and what still costs you a person.

Explore the five questions

Hands-on AI

I chose to learn the system by building one.

After Lokalise, I built and began running a personal AI operating system across real family, household, travel, health, finance, decision, writing, and development workflows.

The work made the limits concrete: memory is not reliability, access is not permission, and a successful tool call is not proof that the job was completed. It also shaped the point of view above.

See the private AI offering Behind the build, coming next

Foundation

Business, science, and a builder's instinct.

MBA

London Business School

Strategy and General Management, 2011 to 2013.

B.Sc

Tel Aviv University

Magna Cum Laude, Molecular Biology and Business Management, 2004 to 2007.

Global

Four continents

Built and led teams across North America, South America, Europe, and Asia.

Contact

The best conversations start with the commercial problem.

Email Etgar Connect on LinkedIn