General Manager — B2C Mobile Apps

THE OPPORTUNITY

Tap Mobile builds consumer apps used by hundreds of millions of people worldwide, including TapScanner, Walli and PhotoBoost.

We are looking for an exceptional, hands-on General Manager to lead the next chapter of our consumer-app business.

You will work directly with the founder and take meaningful ownership of the business across product, growth, people, execution and P&L performance.

The mandate is simple: build a stronger operating company, grow our existing products, develop new opportunities, and help us deploy significant resources into both organic growth and strategic acquisitions.

We operate with a lean team and increasingly AI-native workflows. We are not looking to build a large organization for its own sake. We want a small number of outstanding people, strong ownership and very high output.

WHAT YOU WILL OWN

Business Performance

Own the operating plan, budget and agreed P&L outcomes. Connect product decisions, user acquisition, retention, monetization and resource allocation to profitable growth.

Product and Growth

Lead priorities across product, engineering and growth. Improve onboarding, activation, subscription conversion, retention and lifetime value through disciplined experimentation and strong product judgment.

People and Organization

Recruit exceptional people, develop high-potential talent, set clear standards and address underperformance quickly and fairly. Build a culture of ownership and accountability.

AI-Native Execution

Use AI agents and automation to materially improve how we research, build, test, analyze and operate. We care about measurable gains in speed, quality and cost — not AI adoption for its own sake.

Operational Excellence

Create clear ownership, priorities, delivery commitments and communication standards so the company can execute reliably without constant founder involvement.

Portfolio Growth and M&A

Work directly with the founder on new products, strategic opportunities and potential acquisitions. Where relevant, help evaluate, integrate and grow acquired businesses.

WHAT YOU BRING

A demonstrated track record of building or materially improving a B2C subscription or consumer mobile-app business, with clear evidence of what you personally owned and achieved.

Experience leading across functions rather than operating exclusively within one specialty. You may currently be a General Manager, business-unit leader, VP Product, VP Growth, COO or founder — the scope you have owned matters more than your title.

Strong commercial judgment across consumer subscription economics, including acquisition, conversion, retention, cohorts, CAC, LTV and profitability.

A track record of hiring strong people, developing talent and making difficult performance decisions when necessary.

Comfort operating hands-on in a lean environment. You can move from a product review to a hiring decision to a growth problem without needing layers of management around you.

Practical experience using AI in real operating workflows.

The confidence to challenge the founder constructively, make decisions with incomplete information and take responsibility for the outcome.

Fluent professional English and the ability to lead effectively across our Israeli and international teams.

Experience with utility, productivity, photo/video or other non-gaming consumer apps is particularly relevant.

Experience evaluating, acquiring or integrating mobile-app businesses is a strong advantage, but not required.

Location: This role requires at least 50% of week in our Be’er Sheva office.

The remaining time can be flexible.