Design leadership
across product,
brand, and growth
18 years leading design across product, brand, and growth for B2B SaaS and e-commerce companies.
Design leader. People-first thinker.
My focus is on people as much as it is on the work. I lead with a zero-ego mindset, believing the best results come from open collaboration, not hierarchy. I aim to create an environment where ideas can come from anywhere and teams feel empowered to think, challenge, and grow.
I'm a hands-on leader. I don't believe in managing from above; I prefer to be in the work, shaping ideas, refining details, and pushing for clarity alongside the team. I hold a high bar for quality, with a deep love for thoughtful user experiences and the small decisions that make products feel right.
I'm also a high-frequency feedback giver and seeker. Feedback is how good teams become great ones.
In the AI era, I see the designer's role restructuring in real time, and that evolution shapes how I build and grow my teams. The profession is moving from making to deciding: AI handles the artifact layer, rapid wireframes, visual iterations, code generation, while the human designer's value concentrates upward into judgment, taste, and strategy. I don't just adopt AI tools with my teams; the focus is on developing the critical thinking that lets them direct AI rather than defer to it. Our competitive edge stays where it's always been: human judgment, empathy, and strategy.
At the core, I'm a people person. I care about building strong, motivated teams where individuals feel seen, supported, and challenged to do their best work.
A glimpse of the work
Featured projects
ZoomInfo Lite Onboarding
Crafting an onboarding experience that turns trial users into engaged, paying customers.
View case study →
Datanyze Platform
Establishing the design foundation and end-to-end experience for the Datanyze platform.
View case study →
ZoomInfo Rebrand
Leading a company-wide visual evolution that unified product, web, and marketing under one design language.
View case study →Where I've worked and grown
- Multidisciplinary leadership & velocity. Lead a team of 18 multidisciplinary designers across 4 specialized tracks (PLG, Web, Motion, Brand). Scaled cross-team collaboration and optimized workflows to cut delivery time by 3x.
- PLG growth & conversion. Spearheaded product-led growth (PLG) design strategies for freemium growth flows, driving continuous optimization across top-of-the-funnel acquisition, onboarding, and engagement that achieved an 80% lift in conversion to paid.
- Unified brand evolution. Directed a comprehensive, company-wide rebrand across all digital, product, and marketing touchpoints, establishing a highly scalable design system used across the entire ecosystem.
- AI-enabled design operations. Pioneered the integration of AI-driven prototyping and design workflows, accelerating design-to-development handoffs, reducing production friction, and boosting team productivity.
- Design excellence at scale. Oversaw product, visual, and interaction design across the platform, mentoring 40+ designers and establishing high-quality execution standards.
- Conversion & experimentation. Led user onboarding, sign-up, and conversion optimization initiatives across freemium growth flows; scaled continuous experimentation and A/B testing frameworks that increased key engagement metrics by 30%.
- Zero to one product leadership. Led end-to-end product design for Datanyze (a self-serve browser extension) from initial concept through launch, scaling annual user registrations from 90 to over 125,000+ users, laying the product foundation for its post-acquisition ramp-up.
- Team growth and mentorship. Led and mentored designers while scaling critique practices, collaboration workflows, and interaction standards across the product design organization.
- Revenue generation. Spearheaded the end-to-end design for a high-scale dynamic packages platform, successfully generating $80M in annual partner revenue for major global airlines including Singapore Airlines and EasyJet.
- Global product delivery. Managed and coordinated international front-end and mobile squads across Israel, Spain, Singapore, and the US, ensuring seamless deployment of core feature updates across multiple time zones.
- End-to-end product design. Owned the UX/UI strategy, user research, prototyping, and user testing for high-traffic B2C travel e-commerce platforms and mobile apps, serving 80,000+ daily visitors for global brands including Sam's Club and Last Minute Travel.
- Conversion optimization & brand identity. Developed comprehensive brand guidelines and engineering design requirements; designed targeted promotional web pages and ran iterative A/B tests that boosted traffic and click-through rates by 15%.
- Creative asset production. Served as a junior animator at Cartoon Network London, followed by a role as a video and image editor at Ynet, creating high-quality multimedia content for digital platforms.
What people say
Join me in giving a BIG CONGRATS to @dafna.sudri on 6 years at ZoomInfo!! Dafna, you are the go-to person for so many of us, and we're so appreciative of your thoughtful guidance and support. You're an encouraging leader who makes us feel valued. Thank you for your leadership (and late nights reviewing!!) 🦋
Dafna 🦋 I learned so much from you! Creativity, super high standards, leadership, and still somehow always staying so human through it all. You really are one of the hearts of this team ❤️ Whoever gets you next seriously won, lucky next team 🍾
Dafna Sudri You're one of those people who make everyone around them better — professionally and personally 💙 Thank you for always jumping in to help, teach, brainstorm, and somehow make even last-minute ideas look amazing 😄 Any team would be incredibly lucky to have you!
Yes to all of this!! A very happy 6 year anniversary to you @dafna.sudri!! 🙌 Your constant positivity and support elevate everyone around you and I'm so grateful for your leadership and partnership. Cheers to 6 incredible years.
I think I'm speaking on behalf of all the designers who had the chance to work under your guidance! You're truly a one-of-a-kind manager and design mentor. Your leadership, support, and passion shaped so many of us, and I'm grateful to have had the chance to learn from you. Anyone who gets the opportunity to work with you in the future will be incredibly lucky and grateful.
Congrats on 6 years, Dafna! What a milestone 💃. Thank you for always being there and willing to lend support wherever, whenever and however the team may need. Your guidance and commitment is so appreciated!
Your creativity and talent are undeniable. I still remember our first interview at ZoomInfo and all the collaboration sessions that followed after I joined. I enjoyed working together and pushing the bar higher for quality every step of the way. You poured so much thought and care into your work, and it always showed in the final result. Any team that is able to pick you up will be lucky!
We are so grateful for everything you do for us. You always take care of the little things, water our plants, prepare fruit for us, and remind us to be creative. Your love and constant support mean the world to us. We love you more than anything ❤️❤️❤️
I'm so incredibly grateful for your leadership and partnership over these past 4+ years!! Getting to work with you as a cross-functional partner and then directly on your team these past two years has been such a privilege. You've been such an incredible advocate for me and the team, truly caring about our professional growth and personal well-being, always going above and beyond to make everyone around you feel valued. Your passion, positivity, and high standards push all of us to do our best work. And you are always the first to roll up your sleeves and jump in wherever you're needed, no matter how big or small the ask is. We are all better creatives, people and teammates because of you. Thank you for everything Daf! 🙏 🦋
…and you make things look pretty!
My partner in crime. Made my coming into the office that much more fun. A true professional, the one that completes me. The company that will hire you will earn big time. ❤️
So grateful for the year we worked together. Even in the short time, we did so much. Always loved how much you cared about your people before the work. It's a lesson more leaders could learn from.
Academic foundation
Building products,
brands, and systems
that scale.
Open to design leadership opportunities across product, growth, and creative organizations.