Successful products rely on strong collaboration between R&D and product teams, each with its own focus but needing mutual understanding. So, when this Taboolar shifted from R&D to a product role, she brought with her a unique advantage: a solid technical background helping to connect the dots between engineering and business. Meet Or Cohen-Ofir Product Manager, who shares her story as the first-ever Taboolar to transition from R&D to product at Taboola.
How did you get started at Taboola?
I joined Taboola in 2017 in Tel Aviv after finishing my military service as a backend engineer. At the time, I was still working on my bachelor’s degree, but because I had four years of engineering experience, a close friend (a team lead at Taboola) referred me for a role on the User Data team as a Senior Software Engineer.
This team handled all aspects of user data—research, targeting, and user privacy laws. I felt fortunate to be part of such an innovative and diverse team, especially since it was mostly women, which was unique in tech.
How did a hackathon spark your transition from Tel Aviv to LA?
After a year in my role, I was offered an opportunity to participate in a global hackathon in LA. I was fascinated to learn that LA and Tel Aviv had separate products and little interaction, so visiting allowed me to share valuable insights from Tel Aviv’s R&D. I remember going back to Tel Aviv with tons of new ideas on how we could collaborate, share knowledge, and build products together. After several visits back to LA to work on an R&D project, I got an unexpected opportunity—relocating to the LA office.
Despite my initial doubts about LA, I was drawn to the idea of experiencing a new culture. Taboola gave me and my husband the opportunity to experience LA for a month before making the official move. After getting to know the city, we signed the contract, and a few months later, we and our dog were LA residents. (I’m now in love with LA!)
How did you transition from R&D to Product?
The LA office had no official product team when I first arrived. For years, the engineering team worked on products with cutting-edge technologies, some experimental even, but there was a separation from the core Taboola products from a technical and organizational standpoint. I was fortunate to have the opportunity to contribute to products before officially moving to the product team. As I became more involved in product ideas, I realized I was fascinated by working on the product side.
Roei Turgeman, my manager and the Group Director of Product Management, had been a wonderful mentor, and he approached me about joining the product team. While I didn’t fully understand what being a product manager entailed at the time, it felt like a natural transition. My background in R&D gave me strong technical knowledge, but product management involved a broader perspective—focusing on clients, understanding their needs, and shaping the roadmap.
How did Taboola support you through your career shift and life shift?
Taboola played a huge role in my transition, first by ensuring that my manager was based in the same location as me. Roei taught me how to balance the technical side with the business side of things, and though product management required me to shift focus to understanding client needs, I was already familiar with Taboola’s technical systems from my R&D experience.
The expat community at the LA office also had a significant impact on my experience. LA’s work culture, a structured, organized approach to work, and clear boundaries between personal and professional life helped me find time to enjoy personal hobbies like hiking with my husband. These outdoor moments have become essential for recharging, giving me the mental space to think creatively and stay focused in the fast-paced world of product management.
What standout project have you worked on that you’re most proud of?
When I first transitioned to the product team, Taboola ensured I spent time with clients, gaining firsthand insight into their pain points. This direct interaction allowed me to build a more strategic product roadmap and propose ambitious projects, like taking the lead on developing a publisher product to address a major advertiser opportunity. The goal was to help publishers enhance their quality and follow their policies by allowing granular control (something that had been on Taboola’s radar for a long time but required rewriting complicated legacy systems.) It was a large cross-functional project requiring me to work with people across multiple time zones, and since I came from R&D, I’m less afraid of diving into complicated things! Despite some initial resistance, we pushed through, and the project is now in beta.
What do you enjoy most about your work?
The most exciting part of my job as a product manager is the ability to create a real impact on advertisers’ businesses. Advertisers put so much spend and trust in Taboola, and listening to their feedback, understanding their pain points, and collaborating with cross-functional teams to rally together towards a goal and seeing the impact and reaction of the client are the best parts.
It’s also exciting to see the growth of the LA product team that I helped hire for. We now have four product managers and two product analysts, each leading core product developments that hugely impact Taboola.
What advice would you offer to aspiring Product Managers?
My advice to anyone looking to make a similar transition from R&D to product is to speak up and be proactive. Always stay curious, ask questions, and immerse yourself in the business side of things. I was fortunate to have great mentors like Roei, Ning Ning Yu, and others who listened to my aspirations, gave me the guidance I needed, and pushed me to grow. Whether sharing your interest in product management or discussing ideas, expressing your goals will help you find the right opportunities.
To learn more about why we are consistently ranked as a great place to work, check out the Taboola Life blog. Visit our careers page and discover your moment with #TaboolaLife.
