VP, Premium & Payments at Wix.com
The executive
who builds.
Itay Shmool
20+ years in tech. 75+ repositories. Shipping products at the intersection of executive leadership and hands-on code.
Itay Shmool
20+ years in tech. 75+ repositories. Shipping products at the intersection of executive leadership and hands-on code.
Twenty years ago, I wrote my first line of code. Today I lead Premium & Payments at one of the world's largest web platforms. The journey from developer to VP taught me that the best leaders never stop building.
“Throughout my career, I always believed in teamwork. Trust your people, support them, mentor them and let them do some mistakes and learn.”— Itay Shmool
Leading premium services, payments infrastructure, and strategic partnerships at a platform powering 250M+ users.
Chairman of Payments by Wix and VP of Premium Services since 2016, overseeing the monetization engine behind Wix's business model. Responsible for the end-to-end payments experience powering millions of transactions.
Shipped 7 products in 2 months while serving as executive — proof that leadership and hands-on building aren't mutually exclusive. Speed comes from systems thinking, not shortcuts.
"I don't just manage teams; I build autonomous systems." — Architecting self-running processes that scale beyond any individual. The goal is systems that operate independently, not organizations that depend on heroics.
Bridging executive leadership with hands-on AI development — building MCP servers, agent swarms, and AI-powered internal tools. Bringing the builder mindset to enterprise AI adoption.
Started as a software developer — Java, Perl, Shell. The engineering mindset still drives every strategic decision. Two decades later, I still write code every day.
At the intersection of executive leadership and hands-on engineering.
How we restructured from four management layers to one — replacing hierarchy with AI-powered coordination. Introducing the Extended Professional, Guild Masters, and the five AI capabilities that make flat orgs actually work. An honest look at what changed, what broke, and how to take care of people through it.
Read on Medium →Built multi-bark-pack — a system to control packs of AI coding agents from Telegram and WhatsApp. Multi-platform, multi-backend, fully autonomous.
Read on Medium →Restructured a 100-person org from four management layers to one — replacing hierarchy with AI-powered coordination, autonomous teams, and a new role: the Extended Professional.
Read the framework →Building an interactive educational platform that takes complete beginners from zero CS knowledge to productive junior developers using AI-assisted learning.
Explore the project →Open source projects, tools, and platforms — shipped fast, built to last.
Interactive training platform: from zero computer science knowledge to junior developer — powered by Claude Code. A complete educational journey into AI-assisted development.
Learn Claude Code with me →Multi-platform, multi-backend AI agent swarm. Control a pack of AI coding agents from Telegram or WhatsApp.
Full-stack feedback management platform with PostgreSQL backend. Largest codebase — 6MB+ of TypeScript source.
Wix Unified Control Panel — enterprise-grade internal tooling for managing Wix's platform operations.