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Avi Ashkenazi

Senior Director of Product Design at Deel (ex-Shopify, Samsung, iwoca); Google Developer Expert

ExecutiveLeads from the backHybrid schoolSystemsEnterpriseAI
A CEO-level design executive moving a fast-scaling global org through the AI transition by treating AI as a way to lift designers' craft and curiosity, not shed the team.

Signature win. Scaled Deel's design org from 42 to 90 designers across 30 countries in a year — through acquisitions and M&A product mergers — while building dual IC/leadership career paths and keeping design reporting to the CEO.

The case

editorial · CCBEI · with sources
CraftChampions taste, judgment, and 'what an experience should feel like for a real human making a real decision'; built design at Samsung, Shopify, Deel around simple human experiences in complex systems.9
CommunicationFrequent conference/podcast speaker and writer; uses storytelling and empathy as influence tools and makes the design case in a CEO-reporting, distributed org.8
BusinessDesign reports directly to the CEO at Deel; embedded in 0-1 work and major M&A product mergers, with a 'quality at velocity' operating model tied to outcomes.8
EducationScaled design 42->90 across 30 countries while building dual IC/leadership tracks 'without gatekeeping'; known for growing superstars at iwoca and mentoring startups as a Google Developer Expert.7
InnovationFrames AI as shifting designers to 'breaking and making new things' and scaling content via Figma plugins — lifting curiosity and craft rather than replacing the team; passes the elevate test.8

Endorsed by peers

illustrative · opens with verified accounts
OverallI'd work for them74
CraftRaised my craft bar83
CommunicationMade the case for design74
BusinessMade design matter to the business74
EducationTaught me something I still use64
InnovationShowed me a new way to work74

Verified peers only — one tap with LinkedIn. Names stay private; we show role and industry. Bars are illustrative until the participation backend is live.

Stories

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