she con (2019); was a great success!
Thank you to our sponsors, exhibitors, speakers and partners!

| September 4th, 2019 |

| Dan Panorama Hotel TLV | 15:30-22:00


The she con(2019); conference, part of the she codes; organization, is the largest technological and occupational conference and the first of its kind in the country for women programmers in the technological community who are seeking employment opportunities in the Hi-Tech industry and who want to hear about the field’s up and coming technologies.During the conference, there will be professional lectures given by senior lecturers from leading companies in the industry. The lectures will cover current topics in the professional discourse. Alongside the lectures there will be an exhibition, acting as a meeting point for interconnecting many leading Hi-Tech companies with hundreds of programmers from the community and organization.

Sessions she.exp < 3 ;


Gathering & Refreshments


Opening Remarks


Eynav Mass (Perfecto) - Testify Your Code


Neta Sagron Ben Yishay (Elbit) - Deep Learning in Digital Communication
Einav Cohen (XMPie) - Introduction to Progressive Web Apps (PWAs)




Michal Schreiber (Genesys) - Avoiding a Mess with Serverless


Moran Weber (WIX) - 7±2 Reasons Psychology Will Help You Write Better Code


Dinner and Exhibition

Sessions she.exp >= 3 ;


Gathering & Refreshments


Opening Remarks


Noa Barbiro ( - Deep Learning Methods for Large Scale Personalization


Ofir Ventura (Yotpo) - Metorikku: spark ETL made super simple




Gali Katz (Taboola) - Stop being surprised at deployment time! A smart error detector


Masha Gutman (Facebook)- Building Facebook for the next Billion


Dinner and Exhibition

< Hi-Tech companies >

This technological conference offers women from the community a rare opportunity to meet with dozens of leading Hi-Tech companies, which are in search of professional, qualitative, ambitious women to join their companies and assist in promoting their technological career.

In the conference you will be able to meet, talk, consult, and, of course, send your CV and find a job!

Furthermore, you will hear professional lectures during the conference, given by senior women from the industry in relevant topics.

< Our lectures >

We invite you to learn, acquire knowledge and uncover the most advanced information, future trends, and new fields in the world of programming.

The lectures will be carried out in two separate paths, referring both to women at the beginning of their technological pathways and for the more experienced women who are more immersed in the industry.






Registration is limited;


Ofir Ventura

Big Data Developer at Yotpo

Ofir is a Big Data Developer at Yotpo, with over 6 years of experience, mainly in the data realm.
She has extensive experience in Big Data, server-side development, personalization (recommendation systems), processing and analyzing data.
As part of her work, she promotes the machine learning infrastructures at Yotpo, contributes to open-source projects and writes technical blogs about it. 


Metorikku is an open-source library that simplifies the writing and execution of ETLs on top of Apache Spark.
Using the Metorikku library, users can create complex ETL jobs by only relying on simple configuration files and SQL commands. Moreover, the library includes infrastructure for creating unit tests. In this talk, I will show step by step how we leveraged Metorikku at Yotpo and made spark accessible to our entire R&D.

Key takeaways

 What is Metorikku and how to work with it step by step

 Intro to Apache Spark

Metorikku vs. native Spark

Metorikku architecture

• Use cases and examples at Yotpo

Moran Weber

Senior Front-End Developer & Training Tech Lead at Wix

Moran is a Senior Front-End Developer & Training Tech Lead at Wix with 10 years of experience in software development.

Other than being a developer, Moran is also a Social Psychologist. That is she hold an MA in Social Psychology, along with a BSc in Computer Science and Psychology from Tel-Aviv University.  

Moran is a firm believer in science, and always try to challenge people to think and promote a critical way of thinking. Lastly, Moran is deeply committed to promote and encourage women in the tech industry, and consider it as a personal goal. 


During the Cold War, the CIA knew how to expose Russian spies disguised as American citizens with 100% certainty. They used only a piece of paper and a few questions. How did they do that? Hacking your mind is easier than you think.

Let’s explore how these mental hacks affect the code we all read and write. We’ll take a stroll through the world of cognitive psychology, and shed some light on some of our industry’s best and worst practices.

We’ll have a few interactive examples of our mind’s limitations, examine how these limitations manifest themselves in real code samples and engineering practices, and take away scientifically backed techniques on how to write better code.

* This lecture is also suitable for women with 3 years of experience or more * 

Gali Katz

Senior Full Stack Developer in the Infrastructure Engineering group at Taboola

Gali Katz is a Senior Full Stack Developer in the Infrastructure Engineering group at Taboola, and a PhD student in Cognitive Science at Ben Gurion University.

Gali has over 10 years’ experience in backend development and in data analysis tasks. She is a self learner, loves to research and to work with up to date technologies.

@Taboola she has the opportunity to use her skills and do the things she loves.

In the past year, Gali has worked on improving the reliability of Taboola’s CICD pipeline. One major step during this project was to develop an in-house error detection mechanism, first as an independent tool, then integrated with the release candidates pipelines in order to detect developers errors as soon as possible.


Stop being surprised at deployment time! A smart error detector.

Taboola’s R&D has expanded from ~50 developers to 250 in the past 2 years, and is still growing rapidly. With the help of a fast and effective CICD pipeline we’re rolling out releases on a daily basis. As a result of multiple developers committing new features to the same code base, we had to have a smart error detection tool in order to prevent a bad merge, this led us to develop an in-house error detector which is sensitive to the nature of our data. 

An error can be data center specific and the peaks of errors can appear in certain rush hours of the day, certain days of the week, and so on. Taking into account these factors, we developed a system that creates baselines for errors that are class-specific and that is constantly updating. 

Today, this solution is integrated with our CICD pipeline, enabling us to detect errors fast with zero effect on performance, mostly done on dev time, which saves money and post mortem analysis effort. I invite you to see how it is done in dev and production systems at Taboola.

Key takeaways

• How to create a dynamic solution for error detection, and using it in new release
candidate builds prior to deployment.

• Examples of real life use cases of successful detections.

Michal Schreiber

R&D Manager at Genesys

Michal Schreiber is an R&D Manager at Genesys Tel Aviv, with over 8 years of experience in developing code, system design, and leading features in Israel and Canada.

Genesys is the world #1 CX platform in the cloud, incorporating latest AI technologies. Their solutions are helping more than 11,000 companies including 65 of the top 100 brands to deliver the best customer experience around the world.

Michal’s team is part of the Genesys Interaction Recording group which develops a complex interaction recording system. It includes technologies like AWS Lambda, DynamoDB, Kafka, REST API and more, all to support large data volume, high availability, unlimited scale and concurrency requirements. 

As a hands-on leader at Genesys, Michal runs her Agile team in 2-week sprints to boost quality and ship faster.

At she codes; Michal manages the Sharon District which includes four branches: Herzliya Pituach, IDC, Ariel University and eBay. The district is blooming: the last two branches opened in 2019.


Serverless, has been gaining a lot of attention in the tech industry, becoming a very hot buzz word. 

Think of a world where you can run code for virtually any type of application or backend service – all with zero administration. Sounds like a dream? Not anymore! With serverless you can focus on building the best product possible without dealing with provisioning infrastructure, managing capacity, or avoiding downtime. And that’s not all. It’s saves money as well: You pay only for the compute time you consume – so there is no charge when your code is not running.

The Cloud provider will take care of everything required to run and scale your code with high availability. 

Genesys solutions powers tens of billions of customer-agent interactions per year. Using serverless helps us to save millions of dollars: by reducing development time, getting products faster to the market and paying only when needed…

* This lecture is also suitable for women with 3 years of experience or more * 

Key takeaways

Introduction to serverless: just a buzz word?

The history of serverless

The hype and reality – pros and cons of serverless

Serverless providers comparison: AWS vs. Google Cloud vs. Microsoft Azure

• Live demo


Eynav Mass

Mobile & Dev Services Team Lead at Perfecto Mobile

Eynav is a fan of the combination of technology & people; for the past 10 years leading ideas, projects and development teams.

Eynav began her journey as a security engineer, reversing code binaries, while self-learning Android frameworks & development. She decided to mix up this knowledge and have grown as an Android OS & internal developer, creating innovative projects that involves both Mobile and Backend implementation.

Today at Perfecto, as a R&D director, Eynav is managing a group of talented mobile & backend developers, a role that involves a wide variety of technologies, development languages, frameworks and architectures.


Today there is an increased awareness regarding the importance of code quality, hence developing tests aside of developing the code (TDD approach for example).

We (Developers, QA, Managers…) all understand that it is a major advantage to test our code before deploying it, but mainly do not have the time &/or resources to invest in testing it.

As in every task when it comes to project management – this is a matter of a right design, and a right plan.

At Perfecto, one of the world leaders companies in MOBILE & WEB QUALITY, we are observing this challenge among developers constantly.

At the lecture Eynav will share several models that will help you, as a developer, to design a good code testing plan, which you will be able to implement dynamically and so gradually increase your code quality along development.

Noa Barbiro

Group Product Manager Data Science at Tel Aviv

Noa Barbiro is a Group Product Manager Data Science at Tel Aviv, with over a decade of experience with leading product development in Israel and the US.

At Noa is leading applied machine learning product development focusing on computer vision, NLP and voice-to-text transcription, in cross-disciplinary agile teams (including data science, UX research and design, software engineering and copywriting).

In addition, Noa is leading a mentorship program at non profit organization ‘LeadWith – Women Leading Tech’ to encourage women’s professional growth.

ABOUT THE LECTURE is one of the world’s largest online companies, empowering the millions of people visiting our website or application to choose the right accommodation and travel experience among one of our 29M+ listings in 200+ countries. How can personalization be achieved in such a high scale, and to what extent does machine learning play a role? In this talk I’ll introduce the concept of Machine Learning, focusing on Deep Learning and cover the challenges and application of handling personalization using different methods such as Computer Vision and Sequence Models (NLP) to succeed in this task.

Join me as I walk-through the personalization concepts using deep learning and other machine learning applications, the role of a business or product manager in building machine learning solutions as well as the unique experimentation culture that enables a measurable impact.

Key takeaways

• How to start with Machine Learning.

• Two main methods for Deep Learning: Introduction to Computer Vision and Sequence models.

• Pragmatic and effective approach to personalization and how to measure success.

• All by providing concrete use cases and examples.

Einav Cohen

Team Leader at XMPie

Einav Cohen leads the frontend development at XMPie, a company which leads the technology for engaging audiences with personalized, relevant communications across Print and Digital media.

Einav has extensive experience in building web applications from scratch in React/Redux and Angular, and has gained throughout the years deep knowledge of the web ecosystem. Her team deals on a regular basis with different web technologies in order to provide web expertise and development to the company projects.


In a world where two-thirds of the population is connected by mobile devices, a strong mobile presence is a must for anyone who wishes to be noticed. The million-dollar question is how to target mobile and desktop users alike without developing and maintaining both a mobile app (iOS and Android) as well as a responsive website.

In recent years, many web developers and companies have become convinced that Progressive Web Apps (PWAs) are the best answer. In this session I will present PWAs and discuss whether they are really the future of web development.

Key takeaways

 What is PWA and what are its concepts?

What are the benefits of PWA?

 How to implement PWA?

Which companies implement PWA and what did they gain from it?

• What’s next for PWA?

Masha Gutman

Tech lead at Facebook


Masha Gutman is a tech lead @Facebook Tel Aviv. Today she is leading a group of 12 engineers building a product for hundreds of millions of users. 

She did her MSC in Weizmann Institute of Science in the subject of Cryptography.

In addition, Masha is co-leading a vertical at the “Baot” organization to empower women in engineering.



Facebook serves over 2.4B monthly users. However, there are still hundreds of millions of users who are not able to use the regular Facebook interfaces.

In this lecture we will discuss the challenges in building a large-scale application targeted for emerging markets. Some of this challenges include unreliable 2G networks, expensive data packs and outdated devices with very limited memory and CPU.

In the lecture I’ll present how we overcome these challenges by building a scalable architecture that introduced a proxy server that connects the FB backend with the mobile client, while striving to provide these users a tailored, uncompromising experience. I’ll talk about the different components and technologies we use to overcome these challenges and deep dive into some aspects and interesting data flows of the architecture.