
AI and the Retail Marketer’s Future
How AI transforms strategy and processes, driving the adoption of Positionless Marketing

Dor Harchol is a Site Reliability Engineer at Optimove, a software company that is the leader in Positionless Marketing. Dor specializes in building resilient infrastructure, automating operations, and ensuring high system reliability across cloud environments. With a strong background in production monitoring, DevOps tooling, and data-driven operational improvements, he plays a key role in optimizing the performance of mission-critical systems.
Dor is passionate about identifying opportunities to reduce cloud and infrastructure costs without compromising scalability or performance. He holds a B.Sc. in Industrial Engineering & Management from Shenkar College.