HiBob appoints Yael Klass as Vice President of Brand

HiBob has appointed Yael Klass as Vice President of Brand as it expands its global business.

Klass joins the workforce software group from Similarweb, where she led corporate marketing and worked on the company's brand during a period of growth and preparation for a public listing. Earlier in her career, she held senior roles at Promo.com and Wix, overseeing campaigns, partnerships and brand projects for international markets.

At HiBob, she will lead brand strategy as the company looks to sharpen its position in a market increasingly shaped by artificial intelligence and changing employer expectations. Her remit includes strengthening market presence and refining how HiBob presents its approach to work, employees and AI.

HiBob sells software spanning HR, payroll and finance, and says more than 5,400 companies use its Bob platform. Named customers include Uala, DWF, Fiverr, The&Partnership and VaynerMedia.

The appointment comes as many employers reassess how software and automation fit into hiring, performance management and day-to-day operations. Technology suppliers across the sector are trying to show how AI tools can be introduced without sidelining workforce concerns.

Leadership view

Chief Executive Officer and Co-founder Ronni Zehavi outlined HiBob's view of that shift.

"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. 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," said Zehavi.

HiBob has positioned itself around the idea that employers need connected systems linking people management with broader business outcomes. Its software combines HR administration with payroll and finance functions, reflecting a wider trend among workplace technology providers to offer broader platforms rather than stand-alone HR tools.

Klass is based in Tel Aviv and is originally from Minnesota. Her background in brand leadership and corporate storytelling has shaped her approach to building long-term recognition and customer connection.

Brand focus

The appointment also reflects the growing emphasis software companies are placing on brand as competition intensifies in crowded enterprise markets. In recent years, many technology groups have expanded senior marketing and communications teams to distinguish similar products and explain their position on AI to customers and investors.

Klass described her reasons for joining in a statement accompanying the announcement.

"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. 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," said Klass.

The hire is part of a broader push to strengthen HiBob's position as it grows internationally. The company is targeting organisations that want systems connecting employee data, performance and financial information at a time when businesses are under pressure to justify technology spending and measure the impact of new AI tools.

HiBob's customer base is concentrated among multinational companies seeking software for distributed workforces. Its platform is designed for businesses looking to manage HR, payroll and finance operations through one system rather than separate products.

Klass joins the senior leadership team as HiBob seeks to define how it wants to be seen in a market where software groups are competing not only on product breadth, but also on their interpretation of how people and AI should work together.