About
BUILT FROM THE
INSIDE OUT.
For more than a decade, we ran one of the most awarded creative agencies in America.
It was called Eff Creative Group. We founded it in 2013. We grew it from a single Times Square office into a four-time Inc. 5000 company, twice ranked in the Inc. 500, with operations in New York, Singapore, and Hong Kong. We launched 100+ platforms and digital products. We won 45+ national and international awards, including two Stevie Woman of the Year awards, a Gold Stevie for Executive of the Year, a Best in Biz Creative Executive of the Year, a PRSA-NY Big Apple for Best Global Communications Campaign, and a Fintech Breakthrough Award. Plus three patents. We sold it in 2019, ran it under the acquirer, and took it back in 2022.
A decade of building businesses from the inside out taught us something you cannot learn from the outside.
Companies don’t stall because of ambition. They stall because the architecture is wrong. The wrong structure. The wrong systems. The wrong people operating them.
EFFX is what we built next: an advisory, implementation, and venture-building firm built on top of everything we learned. It runs on three pillars. EFFX Advisory transforms and scales existing businesses. EFFX Ventures builds companies, most of them our own. EFFX Intelligence powers both, through the custom AI operating infrastructure we deploy inside the businesses we work with.
The Founders
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 Best in Biz 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.
As Co-Founder of EFFX, she leads strategy, operations, and delivery across all client and advisory work, the design and development of EFFX Intelligence and 8ait Marketplace™, Turnformation™ engagements, brand strategy, and the incubation and building of new ventures, bringing a designer’s vision and an engineer’s capability to each.
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 four-time Inc. 5000 company, ranked No. 403 and No. 408 on the Inc. 500 in 2017 and 2018, 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.
As Co-Founder of EFFX, he guides the firm’s vision and growth, leads EFFX Intelligence and 8ait Marketplace™ business strategy and business transformation engagements, and drives the strategic partnerships and venture creation behind EFFX Venture Studios, bringing the experience of an operator who has been accountable for the outcome, not just the recommendation.
THE X FACTOR
MORE THAN ADVISORS. BUILDERS.
The X in EFFX is the multiplier: two founders and more than two decades spent operating real businesses, not advising from the outside. We have launched products, scaled organizations, transformed operations, and built new ventures across every stage, industry, and geography, from fintech to healthcare, consumer to entertainment, Series A startups to public companies, and New York boardrooms to operations across Singapore and Hong Kong.
This is the layer software cannot replace, and the one where most consulting engagements quietly fail. Software without judgment is just automation, and automation without accountability is just velocity in the wrong direction.
So we bring advisory, implementation, AI infrastructure, and venture creation under one roof, and we work the same way across all of it: we build the foundation, build the systems, and build the company. EFFX is structured so the X factor is in every engagement.
WHO WE’VE WORKED WITH
♦Certified AI ConsultantsWe work across the full modern AI infrastructure: from foundation models and orchestration layers to workflow automation, creative platforms, and business operations tooling.
GLOBAL RECOGNITION
Industries
We are industry agnostic. Our clients have included companies across:
LET’S HAVE A CONVERSATION.
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