Daniel Barel

Co-Founder & CEO

Daniel Barel has been the Chief Executive Officer of REE since 2013. Mr. Barel is a serial entrepreneur who founded several startups in the fields of medical devices, cyber security, and software applications. He co-founded SpecterX, an Israeli data management company in 2017 and has served as the chairman since 2019. Between 2007 and 2013, Mr. Barel served as Chief Executive Officer of CAUTES International, a boutique business consulting firm in Hong Kong that he founded in 2007. He previously served as chairman of WOOOF, a social networking platform he founded in 2012. Mr. Barel holds a Bachelor of Arts in Economics and Business Administration from the Hebrew University.


Ahishay Sardes

Co-Founder & CTO

Ahishay Sardes has been the Chief Technology Officer of REE since 2013. Mr. Sardes has over 15 years of experience in engineering including mechanics, electronics, software and research. From 2008 to 2013, he served as Head of Engineering at ZIV-AV Technologies, an Israeli engineering company. Mr. Sardes holds a Bachelor of Science in Mechanical Engineering from the Afeka Tel Aviv Academic College of Engineering


David Goldberg


David Goldberg joined REE in 2022. Prior to REE, Mr. Goldberg held executive roles at Magna International, one of the world’s largest automotive suppliers, where he served as Senior Vice President of Corporate Development and VP Finance & Corporate Development. Mr. Goldberg brings 20 years of experience in corporate finance, mergers & acquisitions and management consulting with progressively senior roles at Morgan Stanley, Bain & Company, Greenhill & Co. and Magna. As REE’s CFO, Mr. Goldberg leads all aspects of the company’s financial functions, strategic industry partnerships and investor relations. Mr. Goldberg holds a Bachelor of Business Administration from the University of Western Ontario.


Keren Shemesh


Keren Shemesh has been Chief Marketing Officer for REE since September 2019. Prior to that, from 2016 to 2018 Mrs. Shemesh served as Vice President of Marketing at Elmo Motion Control. From 2010 until 2016, she held numerous senior marketing positions, including Global Marketing Manager from 2015 to 2016, at Starhome Mach. Mrs. Shemesh holds a BSc in Electronic Communications Engineering from Bezeq College and a Bachelor of Science in Electronic Engineering from Ariel University.


Josh Tech


Josh Tech joined REE as Chief Operations Officer in 2022. Mr. Tech is a seasoned operations and manufacturing executive, having previously served on Tesla’s Operations Leadership Team as Head of the New Product/Manufacturing Introduction group, where he was responsible for the operational launch of new vehicles to market.  He brings to REE over 23 years of automotive and tech industry experience. Josh is based in the U.S. and leads all aspects of REE’s operations, manufacturing, and global expansion management. 

Josh holds a B.S. from Penn State University in Mechanical Engineering and an MBA from Madison University.


Avital Futterman

General Counsel & Corporate Secretary

Avital Futterman joined REE in July 2022. Prior to REE, Ms. Futterman served as the VP of Legal Affairs and General Counsel from 2015-2022 at Cellebrite, a leading digital intelligence high-tech company. Before that, Ms. Futterman worked in leading firms including Zellermayer, Pelossof & Co. and SGS as an attorney. Ms. Futterman will contribute to REE from her extensive legal and global compliance expertise as the company grows and prepares for product commercialization. Ms. Futterman holds an LLB in Law and a BA in Economics from the Tel-Aviv University, and a Global MBA from Reichman University.