HiBob Appoints VP of Brand Amid Global Expansion

HiBob has announced the appointment of Yael Klass as its new Vice President of Brand, following a period of sustained growth. 

According to the company, it is making a “strategic investment” in brand and category leadership as AI plays a more significant role in HR and payroll platforms. 

“We’re entering a moment where every company is talking about AI, but very few are talking about people with the same level of urgency. That’s what drew me to HiBob,” says Yael. “There’s already a strong brand and an incredible foundation here, but the opportunity now is to build something much bigger, a brand that creates demand, shapes conversation and reflects the reality of modern work. 

“My focus is to make HiBob unmistakable in the market by building a brand that feels human, ambitious, emotionally resonant and deeply connected to the people it serves. The future of work shouldn’t feel cold or transactional, and neither should the brands shaping it.”

Building long-term relevance

Yael holds more than a decade of experience across brand, marketing and corporate storytelling – leading brands through periods of rapid growth, IPO readiness and market expansion. 

Her most recent role was Vice President of Corporate Marketing and Brand at digital intelligence platform Similarweb, where she helped to shape and scale the company’s global brand through key stages of growth. She spent more than five years at the company, first joining as a Director of Global Content and Social Media in 2020. 

Before that, she held the role of Head of Brand for Content, Creative and Social Media at Promo.com and spent three years at Wix, which she first joined as a Blog, Social Media and Community Manager before progressing to manage the company’s creative content and partnerships – overseeing high impact campaigns, partnerships and brand activations. 

This included partnerships with the New York Yankees, Manchester City Football Club and Creative Mornings.

According to HiBob, this background – combining strategic brand leadership with a foundation in storytelling and creative communication – has shaped Yael’s perspective on how brands can build emotional connection and long-term relevance. 

Furthering global expansion

HiBob has made this new appointment as it continues its global expansion, strengthening its position as a brand helping organisations connect people, performance and business impact in an AI-enabled environment.

This includes AI tools to write performance reviews, create job descriptions and build learning and development pathways for employees. 

In her new role, Yael will be sharpening the company’s narrative around offerings such as these, focusing on strengthening market presence and positioning the brand as a tool for organisations to build workplaces where people and agentic AI can work together more effectively.

“The world of work is being transformed by AI, but the companies that succeed won’t be the ones that simply automate faster. They’ll be the ones that use technology to help people perform better, grow faster and feel more connected to their work,” says Ronni Zehavi, CEO and Co-Founder of HiBob.

“That’s the future we’re building toward at HiBob. Yael brings the creativity, strategic thinking and commercial instinct to help us tell that story in a bold and distinctive way. We’re thrilled to have her join us as we enter this next phase of growth.”