BUILT FROM THE
INSIDE OUT.

Toby Hassan-Fishman

Co-Founder

Since 2005, Toby has operated at the intersection of creative vision and business architecture, leading creative, technology, and marketing for brands that earn recognition and drive results. As Chief Creative Officer of Eff Creative Group, she directed work across fintech, healthcare, consumer products, beauty, entertainment, and fashion. Not as a vendor, but as the architect of how those brands worked, communicated, and grew.

Her recognition includes two Stevie Woman of the Year awards, a Stevie Creative Executive of the Year, and various Stevie awards across the International, American, and Asia-Pacific programs for excellence in design, user interface, brand innovation, and user experience. She directed the brand strategy for one of India’s largest beauty platforms, led political campaign creative for a Bloomberg Businessweek cover subject, and built international creative operations across Southeast Asia that translated brand identity across cultures.

She has spent her career working at the leading edge of how creative and technology converge, bringing AI into brand systems, weaving multi-agent workflows into creative production, and pioneering the integration of AI into how brands are built and operated.

What distinguishes her is the rare ability to design and build at once. Years of leading engineering and product teams of 100+ developers and 20+ designers across markets built that foundation; today, in this AI evolution, she architects systems with a designer’s vision.

At EFFX, she leads 8ait OS™ and 8ait Marketplace™ design and development, Turnformation™ engagements, brand strategy, and active project management across all client and advisory work, bringing a designer’s vision and an engineer’s capability to design and build each as a single integrated practice.

Doron Fetman

Co-Founder

Doron has been building companies and teams from scratch, scaling them through chaos, and navigating the exits since 1998. His career spans industries that didn’t fully exist when he entered them: building kosher concessions infrastructure for sports stadiums and venues before it was readily available, launching innovative consumer products and bringing international goods to US markets before platforms like Alibaba made global sourcing accessible, and automating food technology in the early 2000s. Later, he was building digital and consumer products before agencies understood the internet, and architecting AI-integrated operations before most businesses knew it existed. His track record is in innovating archaic and antiquated industries (food, concessions, vending, niched consumer products, fintech) into the next era of how they should run, by combining entrepreneurial rigor with technology that didn’t yet have a category when he applied it.

He founded Eff Creative Group in 2013 from a Times Square office and grew it into a 4× Inc. 500 company with operations in New York City, Singapore, and Hong Kong, launching 100+ platforms and digital products for companies across the full spectrum, from startups and entrepreneurs to mid-market privately held companies to publicly traded enterprises.

The throughline across everything Doron has built is entrepreneurial and operational conviction. At EFFX, he works with leadership teams to identify exactly what needs to change - diagnosing the infrastructure gaps, the product and service misalignments, and the strategic blind spots that are keeping a company from its next level of growth - then building and executing the roadmap to get there, including where intelligent automation and agentic systems can accelerate the path forward.

At EFFX, he leads 8ait OS™ and 8ait Marketplace™ business strategy, business transformation engagements, and leadership / operational advisory, bringing the experience of an operator who has been accountable for the outcome, not just the recommendation, and the entrepreneurial drive to keep innovating.