My Experience
I started my career teaching design at a college in Tel Aviv, building curriculum and mentoring students through their first real projects. That foundation still shapes how I lead: clear feedback, structured thinking, and a focus on growth.
From there, I moved into agency work as a web and brand designer, delivering UX/UI, branding, and campaigns for a wide range of clients. Then into product companies. At Kape Technologies, I progressed from Lead Designer to Senior Design Manager, eventually taking on Head of Design responsibilities for over a year during leadership transitions and organizational restructuring.
I've led design across ExpressVPN, CyberGhost, PIA, Intego, and ZenMate, managing teams of 12 designers across six countries. I owned design operations for the entire organization: hiring, budgeting, process optimization, and tooling. I also mentored team leads and provided design guidance to teams outside my direct reporting line.
I work across product, UX/UI, marketing, and brand design. I build systems that help teams deliver consistently, and I stay hands-on when it matters.
What I Bring to the Table
Strategic leadership across product, marketing, and brand design
Design Ops expertise: Jira workflows, process automation, tooling optimization
Hands-on design skills paired with mentorship experience
Remote-native leadership across time zones and cultures
Track record of building teams with high retention and strong eNPS
What I Bring to the Table
Strategic leadership across product, marketing, and brand design
Design Ops expertise: Jira workflows, process automation, tooling optimization
Hands-on design skills paired with mentorship experience
Remote-native leadership across time zones and cultures
Track record of building teams with high retention and strong eNPS
What I Bring to the Table
Strategic leadership across product, marketing, and brand design
Design Ops expertise: Jira workflows, process automation, tooling optimization
Hands-on design skills paired with mentorship experience
Remote-native leadership across time zones and cultures
Track record of building teams with high retention and strong eNPS
What I Bring to the Table
Strategic leadership across product, marketing, and brand design
Design Ops expertise: Jira workflows, process automation, tooling optimization
Hands-on design skills paired with mentorship experience
Remote-native leadership across time zones and cultures
Track record of building teams with high retention and strong eNPS
What Colleagues Say
"Working alongside Alex has been a privilege. He has this educator-like way of giving feedback that makes you want to do better. He's patient, genuinely cares about each person on the team, and creates an environment where people feel safe to share ideas."
Candice A.
Senior Design Manager, Express VPN
"Alex is easy to collaborate with and always pushes for better outcomes. He led an initiative to analyze landing pages for conversion improvements, which got design and content working together in a way we hadn't before. Thoughtful, creative, and genuinely pleasant to work with."
Shira S.
Head of Content, CyberGhost & PIA VPN
"Under Alex's leadership, the design team consistently delivered quality work on time, even under heavy demand. I especially appreciated his communication style. He was always upfront about workload and timelines, which made planning across teams much smoother. He also drove real improvements in workflow efficiency, always looking for ways to do things better."
Ron M.
VP Growth, Kape Technologies
"Working alongside Alex has been a privilege. He has this educator-like way of giving feedback that makes you want to do better. He's patient, genuinely cares about each person on the team, and creates an environment where people feel safe to share ideas."
Candice A.
Senior Design Manager, Express VPN
"Alex is easy to collaborate with and always pushes for better outcomes. He led an initiative to analyze landing pages for conversion improvements, which got design and content working together in a way we hadn't before. Thoughtful, creative, and genuinely pleasant to work with."
Shira S.
Head of Content, CyberGhost & PIA VPN
"Under Alex's leadership, the design team consistently delivered quality work on time, even under heavy demand. I especially appreciated his communication style. He was always upfront about workload and timelines, which made planning across teams much smoother. He also drove real improvements in workflow efficiency, always looking for ways to do things better."
Ron M.
VP Growth, Kape Technologies
"Working alongside Alex has been a privilege. He has this educator-like way of giving feedback that makes you want to do better. He's patient, genuinely cares about each person on the team, and creates an environment where people feel safe to share ideas."
Candice A.
Senior Design Manager, Express VPN
"Alex is easy to collaborate with and always pushes for better outcomes. He led an initiative to analyze landing pages for conversion improvements, which got design and content working together in a way we hadn't before. Thoughtful, creative, and genuinely pleasant to work with."
Shira S.
Head of Content, CyberGhost & PIA VPN
"Under Alex's leadership, the design team consistently delivered quality work on time, even under heavy demand. I especially appreciated his communication style. He was always upfront about workload and timelines, which made planning across teams much smoother. He also drove real improvements in workflow efficiency, always looking for ways to do things better."
Ron M.
VP Growth, Kape Technologies
"Working alongside Alex has been a privilege. He has this educator-like way of giving feedback that makes you want to do better. He's patient, genuinely cares about each person on the team, and creates an environment where people feel safe to share ideas."
Candice A.
Senior Design Manager, Express VPN
"Alex is easy to collaborate with and always pushes for better outcomes. He led an initiative to analyze landing pages for conversion improvements, which got design and content working together in a way we hadn't before. Thoughtful, creative, and genuinely pleasant to work with."
Shira S.
Head of Content, CyberGhost & PIA VPN
"Under Alex's leadership, the design team consistently delivered quality work on time, even under heavy demand. I especially appreciated his communication style. He was always upfront about workload and timelines, which made planning across teams much smoother. He also drove real improvements in workflow efficiency, always looking for ways to do things better."
Ron M.
VP Growth, Kape Technologies
Senior Design Manager
Kape Technologies (ExpressVPN, CyberGhost, PIA, Intego, ZenMate) · Israel
Nov 2021 – May 2025
Managed 12 designers directly (ICs and team leads) across six countries, spanning product, UX/UI, visual, motion, and marketing design
Mentored team leads across the design organization; provided guidance on leadership, process, and career development
Owned design operations for the entire organization: hiring, budgeting, process optimization, and tooling
Led design organization through leadership transition, establishing interim structure and cross-functional alignment
Built scalable design operations: reduced designer onboarding by 51%, cut QA rework by 83%, improved brand adoption from 46% to 92%
Led PIA VPN app redesign: +32% feature adoption, user satisfaction 62% to 84%, 95% WCAG 2.1 AA compliance
Drove marketing campaign improvements: +5.2% CTR, +4.7% homepage conversions, 40% faster production
Optimized tooling and vendor management; saved $14.5K annually
Senior Design Manager
Kape Technologies (ExpressVPN, CyberGhost, PIA, Intego, ZenMate) · Israel
Nov 2021 – May 2025
Managed 12 designers directly (ICs and team leads) across six countries, spanning product, UX/UI, visual, motion, and marketing design
Mentored team leads across the design organization; provided guidance on leadership, process, and career development
Owned design operations for the entire organization: hiring, budgeting, process optimization, and tooling
Led design organization through leadership transition, establishing interim structure and cross-functional alignment
Built scalable design operations: reduced designer onboarding by 51%, cut QA rework by 83%, improved brand adoption from 46% to 92%
Led PIA VPN app redesign: +32% feature adoption, user satisfaction 62% to 84%, 95% WCAG 2.1 AA compliance
Drove marketing campaign improvements: +5.2% CTR, +4.7% homepage conversions, 40% faster production
Optimized tooling and vendor management; saved $14.5K annually
Senior Design Manager
Kape Technologies (ExpressVPN, CyberGhost, PIA, Intego, ZenMate) · Israel
Nov 2021 – May 2025
Managed 12 designers directly (ICs and team leads) across six countries, spanning product, UX/UI, visual, motion, and marketing design
Mentored team leads across the design organization; provided guidance on leadership, process, and career development
Owned design operations for the entire organization: hiring, budgeting, process optimization, and tooling
Led design organization through leadership transition, establishing interim structure and cross-functional alignment
Built scalable design operations: reduced designer onboarding by 51%, cut QA rework by 83%, improved brand adoption from 46% to 92%
Led PIA VPN app redesign: +32% feature adoption, user satisfaction 62% to 84%, 95% WCAG 2.1 AA compliance
Drove marketing campaign improvements: +5.2% CTR, +4.7% homepage conversions, 40% faster production
Optimized tooling and vendor management; saved $14.5K annually
Senior Design Manager
Kape Technologies (ExpressVPN, CyberGhost, PIA, Intego, ZenMate) · Israel
Nov 2021 – May 2025
Managed 12 designers directly (ICs and team leads) across six countries, spanning product, UX/UI, visual, motion, and marketing design
Mentored team leads across the design organization; provided guidance on leadership, process, and career development
Owned design operations for the entire organization: hiring, budgeting, process optimization, and tooling
Led design organization through leadership transition, establishing interim structure and cross-functional alignment
Built scalable design operations: reduced designer onboarding by 51%, cut QA rework by 83%, improved brand adoption from 46% to 92%
Led PIA VPN app redesign: +32% feature adoption, user satisfaction 62% to 84%, 95% WCAG 2.1 AA compliance
Drove marketing campaign improvements: +5.2% CTR, +4.7% homepage conversions, 40% faster production
Optimized tooling and vendor management; saved $14.5K annually
Lead UX/UI Designer
Kape Technologies · Israel
Feb 2020 – Oct 2021
Led UX/UI design across four brands and data marketing branch
Redesigned PPC landing pages: -35% bounce rate, +50% conversions, +40% mobile engagement
Built modular design systems achieving 90%+ design-to-dev implementation rate
Led PIA VPN rebrand resulting in significant increase in landing page conversions, campaign CTR, and new user acquisition
Lead UX/UI Designer
Kape Technologies · Israel
Feb 2020 – Oct 2021
Led UX/UI design across four brands and data marketing branch
Redesigned PPC landing pages: -35% bounce rate, +50% conversions, +40% mobile engagement
Built modular design systems achieving 90%+ design-to-dev implementation rate
Led PIA VPN rebrand resulting in significant increase in landing page conversions, campaign CTR, and new user acquisition
Lead UX/UI Designer
Kape Technologies · Israel
Feb 2020 – Oct 2021
Led UX/UI design across four brands and data marketing branch
Redesigned PPC landing pages: -35% bounce rate, +50% conversions, +40% mobile engagement
Built modular design systems achieving 90%+ design-to-dev implementation rate
Led PIA VPN rebrand resulting in significant increase in landing page conversions, campaign CTR, and new user acquisition
Lead UX/UI Designer
Kape Technologies · Israel
Feb 2020 – Oct 2021
Led UX/UI design across four brands and data marketing branch
Redesigned PPC landing pages: -35% bounce rate, +50% conversions, +40% mobile engagement
Built modular design systems achieving 90%+ design-to-dev implementation rate
Led PIA VPN rebrand resulting in significant increase in landing page conversions, campaign CTR, and new user acquisition
UX/UI Designer & Accessibility Specialist
Equalweb · Israel
Dec 2017 – Feb 2020
Designed WCAG 2.1-compliant accessibility widget UI
Delivered accessibility-first solutions for public and private sector clients
Managed design QA to ensure customer websites met accessibility compliance standards
UX/UI Designer & Accessibility Specialist
Equalweb · Israel
Dec 2017 – Feb 2020
Designed WCAG 2.1-compliant accessibility widget UI
Delivered accessibility-first solutions for public and private sector clients
Managed design QA to ensure customer websites met accessibility compliance standards
UX/UI Designer & Accessibility Specialist
Equalweb · Israel
Dec 2017 – Feb 2020
Designed WCAG 2.1-compliant accessibility widget UI
Delivered accessibility-first solutions for public and private sector clients
Managed design QA to ensure customer websites met accessibility compliance standards
UX/UI Designer & Accessibility Specialist
Equalweb · Israel
Dec 2017 – Feb 2020
Designed WCAG 2.1-compliant accessibility widget UI
Delivered accessibility-first solutions for public and private sector clients
Managed design QA to ensure customer websites met accessibility compliance standards
Senior Web and Brand Designer
Interdeal Development · Israel
Feb 2009 – Feb 2020
Delivered UX/UI, branding, and campaigns for B2B, B2C, government, and nonprofits
Introduced reusable design systems: -80% delivery time, -60% iteration rounds, 40-50% higher client satisfaction
Senior Web and Brand Designer
Interdeal Development · Israel
Feb 2009 – Feb 2020
Delivered UX/UI, branding, and campaigns for B2B, B2C, government, and nonprofits
Introduced reusable design systems: -80% delivery time, -60% iteration rounds, 40-50% higher client satisfaction
Senior Web and Brand Designer
Interdeal Development · Israel
Feb 2009 – Feb 2020
Delivered UX/UI, branding, and campaigns for B2B, B2C, government, and nonprofits
Introduced reusable design systems: -80% delivery time, -60% iteration rounds, 40-50% higher client satisfaction
Senior Web and Brand Designer
Interdeal Development · Israel
Feb 2009 – Feb 2020
Delivered UX/UI, branding, and campaigns for B2B, B2C, government, and nonprofits
Introduced reusable design systems: -80% delivery time, -60% iteration rounds, 40-50% higher client satisfaction
Senior Design Instructor
EPS College of Graphic Design · Tel Aviv
Sep 2004 – Feb 2009
Taught web design, UX/UI, and Adobe suite
Developed project-based curriculum and mentored student groups of 15-20 through graduation projects
Senior Design Instructor
EPS College of Graphic Design · Tel Aviv
Sep 2004 – Feb 2009
Taught web design, UX/UI, and Adobe suite
Developed project-based curriculum and mentored student groups of 15-20 through graduation projects
Senior Design Instructor
EPS College of Graphic Design · Tel Aviv
Sep 2004 – Feb 2009
Taught web design, UX/UI, and Adobe suite
Developed project-based curriculum and mentored student groups of 15-20 through graduation projects
Senior Design Instructor
EPS College of Graphic Design · Tel Aviv
Sep 2004 – Feb 2009
Taught web design, UX/UI, and Adobe suite
Developed project-based curriculum and mentored student groups of 15-20 through graduation projects
Alex Dihel | Design Leader | Product & Marketing Design | Design Operations www.alexdihel.com ©
Alex Dihel | Design Leader | Product & Marketing Design | Design Operations www.alexdihel.com ©
Alex Dihel | Design Leader | Product & Marketing Design | Design Operations www.alexdihel.com ©
Alex Dihel | Design Leader | Product & Marketing Design | Design Operations www.alexdihel.com ©