What was your first-ever job? I was self employed, distributing fresh juices across Israel. I sold the business after a year to go travelling.

What’s been your worst job interview? I’ve always been self-employed.

What was the first music single you bought? Stairway to Heaven by Led Zeppelin.

How do you describe your job to your mates? I own a premium Dead Sea cosmetics company. I like to dip my toes into every aspect of the business but my main role is business development. I drive business growth in Europe, developing sales with clients and expanding into new markets.

What’s the most rewarding part of your job? When we open a new shop.

What’s the least rewarding part? I travel lots, which means (a) being away from my home and family, and (b) a lot of in-flight meals.

What’s your motto? Don’t let a setback knock what you believe in or stop you reaching your goal.

What’s your nickname? Oryx.

If you were allowed one dream perk what would it be? An all-expenses-paid trip to the world’s top outdoor rock climbing spots.

What’s your favourite movie? Why? The Butterfly Effect. It applies the chaos theory perfectly, and uses some hard-hitting examples of how small events can have enormous consequences for the future.

What’s been the most embarrassing moment in your life? Climbing a tree to get wood for a bonfire and soon realising the branch I was cutting was the same one I was sat on! My girlfriend likes to regularly remind me of this camping trip.

If you could pick a celebrity to join your staff who would it be and why? Bar Refaeli. She’s a true businesswoman and every venture she’s touched has turned to gold. She truly has the X-factor.

If you could change one thing in grocery what would it be? More interactive merchandising, whether delivered by experienced and skilled staff, digital media or smartphone apps.

What luxury would you have on your desert island? My iPad, Wi-Fi and a charger.

What animal best reflects your personality and why? An elephant. They have a great memory. So do I!