HR and Finance platform HiBob has appointed Yael Klass as vice president of brand to redirect the focus back on people, at a time where “every company is talking about AI”.
Klass joins HiBob at a key moment in the company’s growth, as organisations around the world rethink how employees, performance, and AI work together.
With more than a decade of experience across brand, marketing, and corporate storytelling, Yael has led global brand functions through periods of rapid growth, IPO readiness, and market expansion. Most recently, she built and led corporate marketing at Similarweb, helping shape and scale the company’s global brand through key stages of growth. Prior to that, she held leadership roles at Promo.com and Wix, overseeing high-impact campaigns, partnerships, and brand activations for global audiences.
At HiBob, Yael will focus on evolving the brand into a strategic growth driver, strengthening market presence, sharpening the company’s narrative around AI and the future of work, and helping organisations 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,” Ronni Zehavi, CEO and co-founder of HiBob.
“They’ll be the ones who use technology to help people perform better, grow faster, and feel more connected to their work. 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.”
Originally from Minnesota and now based in Tel Aviv, Yael’s background combines strategic brand leadership with a strong foundation in storytelling and creative communication, an approach that has shaped her perspective on how brands build emotional connection and long-term relevance.
“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,” Klass said.”That’s what drew me to HiBob. 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.”
