About · The record
Toby Hassan-Fishman builds companies and intelligent systems.
Toby Hassan-Fishman is a strategic operator and product leader who helps organizations translate ambitious ideas into businesses, products, brands, and customer experiences that people adopt. Underneath sits the craft: design, engineering, product, customer experience, brand, and execution. She is Co-Founder & CEO of EFFX AI.
2005
The designer who builds
Toby Hassan-Fishman founded her own independent design practice in 2005, building it to more than 400 clients across non-profit, healthcare, and corporate branding: a designer's vision paired with an engineer's capability.
2013
Eff Creative Group
In 2013 she co-founded Eff Creative Group as Chief Creative Officer. She led engineering and product teams of more than 100 developers and 20 designers, threading creative decisions to business outcomes rather than reviewing them from a distance, for a four-time Inc. 500 company operating in New York, Singapore, and Hong Kong.
The work ran across technology, healthcare, beauty, consumer products, entertainment, fintech, and fashion: she directed brand strategy for one of India's largest beauty platforms, led political-campaign creative for a Bloomberg Businessweek cover subject, and built creative operations across Southeast Asia from the company's Singapore regional headquarters.
2014
SpaghettiHeadz / Morphmallow
In 2014 she co-founded SpaghettiHeadz / Morphmallow as Chief Creative Officer, building the consumer brand from concept to market.
2018
Recognition
In 2018 she was named Woman of the Year, a Silver Stevie at the International Business Awards, and Creative Executive of the Year at the Best in Biz Awards.
The same year, as CCO she led Eff Creative Group to a run of Stevie wins: Fastest-Growing Company of the Year in the U.S.A. and Canada and Company of the Year in Advertising, Marketing & PR at the International Business Awards, plus a Gold Stevie for Marketing Campaign of the Year at the American Business Awards.
2019
Ticker Tocker
Following the acquisition of Eff Creative Group, she served as Chief Creative Officer at Ticker Tocker, carrying the agency's creative and product capability into fintech.
2022
Woman of the Year, again
A second Stevie Woman of the Year followed in 2022, recognition that bridged her move from agency craft to company building.
Now
EFFX AI
Today Toby is Co-Founder & CEO of EFFX AI, which she co-founded with Doron Fetman, and Co-Founder & Chief Strategy and Brand Officer of AI Vendtures. She leads strategy, operations, delivery, product development, venture incubation, and business transformation across the company.
As Co-Founder of EFFX AI, Toby leads the intersection of product strategy, brand systems, customer experience, and AI-enabled execution, helping organizations build the capabilities required for their next stage of growth.
The belief underneath all of it: the best solutions happen when strategy, creativity, technology, and execution are connected.
Why organizations work with Toby
- Companies building new products
- Leadership teams modernizing customer experiences
- Organizations aligning brand with business strategy
- Founders launching new ventures
- AI-enabled product initiatives
- Teams connecting design, technology, and execution
- Businesses preparing for scale
Beyond the work
Beyond the work, Toby is a mom, stepmom, and dog mom. When she's not working, you'll find her cooking gourmet meals for her family. Having built her own path from designer to CEO, she's driven to show the next generation of women, her daughters among them, that you can build something entirely your own from the ground up. Home is Manhattan, New York.
The facts, filed
- Toby Hassan-Fishman, Co-Founder & CEO, EFFX AI
- Strategic operator and product leader, building since 2005
- Founded her own independent design practice in 2005, 400+ clients
- Co-founded Eff Creative Group in 2013 as Chief Creative Officer, a 4x Inc. 500 company
- Led engineering and product teams of 100+ developers and 20+ designers
- 2x Stevie Woman of the Year (2018, 2022)
- Creative Executive of the Year, Best in Biz Awards 2018
- PRSA-NY Big Apple, Best Global Communications Campaign (#SharedLife)
- Work across technology, healthcare, beauty, consumer products, entertainment, fintech, fashion, and international markets
Elsewhere
Toby co-founded EFFX AI with Doron Fetman. The company lives at effx.ai, her essays live in the writing archive, and the coverage lives in the press record.