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HiBob appoints Yael Klass as VP of brand

The appointment comes as organisations increasingly reassess how employees, performance and artificial intelligence (AI) interact within the workplace.

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HiBob appoints Yael Klass as VP of brand
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HiBob has appointed Yael Klass as vice president (VP) of brand as the company looks to strengthen its market position.

The appointment comes as organisations increasingly reassess how employees, performance and artificial intelligence (AI) interact within the workplace.

HiBob said Klass will help develop the company’s brand strategy and support its positioning around the future of work and AI adoption.

Klass joins the business with more than a decade of experience across branding, marketing and corporate communications.

Most recently, she led corporate marketing at Similarweb, having previously held leadership roles at Promo.com and Wix.

According to HiBob, her role will focus on strengthening the company’s market presence and helping organisations integrate people and AI technologies more effectively.

Ronni Zehavi, CEO and Co-founder of HiBob, said: “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.

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“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.”

Klass added: “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.

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“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.”

Klass continued: “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.”

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