Bitcoin miner MARA Holdings (MARA) has appointed Nir Rikovitch as its new chief product officer, tasking him with steering the company’s product development and commercial strategy.

Rikovitch will lead the company’s effort to define a comprehensive product roadmap and build a product discipline that connects engineering with market needs.

“Nir’s exceptional background in product leadership and autonomous technology development, where orchestration, efficiency, and reliability are paramount, makes him the ideal choice to drive MARA’s product vision forward,” said Fred Thiel, the firm’s CEO.

Rikovitch brings extensive experience in machine learning and robotics, most recently serving as director of product management at Blue River, a John Deere subsidiary. There, he co-founded the company’s autonomy division and developed strategies for autonomous construction equipment and driver-assistance systems.

Rikovitch described the mission as aligning energy use with technological advancement. “At MARA, we’re fusing scale with smarter energy practices,” he said.

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