HiBob, the company behind the modern people management platform Bob, has appointed Sophie Chesters as Chief Marketing Officer—a strategic hire that signals the company’s ambitions to double down on global scale, brand reach, and category leadership.
With over 25 years of global experience spanning B2B SaaS, AdTech, and enterprise software, Chesters is no stranger to high-growth environments. Her resume includes senior roles at Google, DoubleClick, Medallia, and UserZoom, where she played instrumental roles in everything from IPO readiness to product-led growth strategies.
Now, she’s bringing that momentum to HiBob at a time when HR tech is undergoing rapid transformation, driven by AI and an evolving workplace dynamic.
A CMO for the AI-Powered HR Era
“AI is transforming the workplace, making this an exciting time for people management software,” said Chesters. “HiBob’s mission to help modern businesses support and grow their people really resonates with me. I’m thrilled to join the team at such a pivotal time and contribute to its continued momentum.”
Chesters’ hiring comes as HiBob accelerates its global expansion, vying to position itself not just as an HR solution, but as the go-to platform for both HR and finance teams in forward-thinking, people-centric organizations.
Her background—spanning product marketing, acquisition, retention, and strategic partnerships—is tailor-made for SaaS companies looking to scale with clarity and speed. At Medallia, she led marketing through its IPO and expansion across international markets, building what many regard as a textbook SaaS growth engine.
A Clear Signal from HiBob Leadership
“Sophie is a strategic and dynamic marketing leader with an outstanding track record in B2B SaaS,” said Ronni Zehavi, CEO of HiBob. “Her ability to blend creativity with execution will be key as we grow HiBob into the go-to HR and finance platform for forward-thinking companies.”
HiBob has already carved out a strong niche in the mid-market and enterprise HR tech space, known for modern UX, fast deployment, and high configurability. The company’s Bob platform supports people management in hyper-growth businesses—especially those with distributed, hybrid, or global workforces.
In a crowded HR tech landscape dominated by incumbents like Workday, SAP SuccessFactors, and Oracle, HiBob’s ability to compete hinges on more than just product—it needs strong brand differentiation and clear messaging.
Chesters’ appointment suggests HiBob is ready to play at the next level—with a more aggressive, structured, and globally resonant go-to-market engine.
And with HR leaders increasingly prioritizing experience, flexibility, and integration in their software stack, HiBob is well-positioned to grow from challenger to category mainstay.
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