WFI is led by an accomplished team of business entrepreneurs and industry experts who are driven by science, technology and excellence. Our team brings long-term partnership, creative thinking agility and genuine care for water.


Marc Perlman - Board Director
Co-Founder & Owner
Marc Perlman, the Co-Founder of WFI, is also CEO and Co-Founder of Ocean State Job Lot (OSJL), a closeout retailer based in North Kingstown, Rhode Island. OSJL generates over $700 million in annual sales across 139 stores in nine states. Marc has led OSJL to great success through entrepreneurial passion and creativity. He is a serial entrepreneur and angel investor, involved in a broad range of businesses as well as an active philanthropist, supporting world-renown organizations and grass-roots initiatives within OSJL's communities. Marc embraces R&D, is a champion of innovation and a reliable financial partner.
Motto: Work hard, behave ethically, embrace risk
Hobbies: Running the business
Ofer Avidan - Board Director
Co-Founder & CEO
Ofer Avidan has been the CEO of the WFI Group for the last 12 years and is currently the CEO of ToxSorb as well. An accomplished agronomist both in Israel and abroad, Ofer has served as VP R&D for global organizations, specializing in agriculture in arid areas, hydroponic technology and the production of essential oils from plants. Ofer holds a B.Sc. in Agriculture and Plant Science from Hebrew University in Israel and is a graduate of the Tefen Entrepreneurs Program at Harvard Business School.
Motto: Keep going in spite of everything
Hobbies: Gardening and reading
Ben Perlman - Board Director
President of Smart Water Group
For the last decade, Ben has been a champion of Israeli water innovation, with a strategic focus on water treatment and reuse. As part of WFI Group team in Israel and the US and President of the Smart Water Group (WFI’s US branch) Ben leads WFI’s commercial efforts in the US, bringing Israeli innovation to the local market. Ben is a passionate philanthropist and long-time supporter of the Jewish National Fund, where he serves as a member of the Water Task Force – identifying critical water infrastructure projects to improve the lives of peripheral communities throughout Israel. Ben is a graduate of the Wharton School of Business.
Motto: Strive to make a difference
Hobbies: Travel, adventure, skiing, climbing, reading and meditation.
Liron Schich
As CFO of WFI, Liron is in charge of all the financial aspects of the group including all business units. Prior to his role at WFI, Liron worked as corporate controller of the Miya Group, an Arison Investment company specializing in the water industry. Previously, Liron worked for PwC IL for 6 years where he audited privately and publicly traded local and international companies, Liron holds a Bachelor’s degree in Accounting and Economics from Tel Aviv University.
Motto: Patience is key to success
Hobbies: Basketball, adventurous water parks (not just for kids) and jogging on the beach
Dana Hubner
VP Business Development
Dana has over 10 years’ marketing and business consulting experience in the life science, water and wastewater sectors. Prior to WFI Group, Dana was a senior consultant at the Global Incentives Department of Ernest and Young (E&Y), where she provided services to a variety of start-ups from the water sector, and Sales and Marketing Manager of BioSight, a biopharmaceutical company. Dana is co-founder and director of ‘Ruach Nechona’, a social action charity and is on the management board of the Israel Export Institute. She holds a B.Sc in Marine science from Ruppin College, Michmoret, and an MBA in International Management from the College of Management, Rishon Le’zion in Israel.
Motto: Make the world better
Hobbies: Sunbathing - by sea, pool and lake!