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Hila Friedman currently serves as Vice President of Customer Experience at FINQ since January 2025. Prior to this role, Hila was the Head of Support at Wolt from December 2021 to December 2024, where management of customer service operations and expertise in digital service management were key responsibilities. Hila also held the position of Head of Customer Service at Cal (Israel Credit Cards) from December 2018 to December 2021, leading customer service initiatives and developing new service channels. Earlier experience at Cal includes multiple roles over 12 years, covering business customer service, sales, and operations management. Hila's career began at Cellcom, working as a Business Intelligence Coordinator and Senior Representative in telemarketing. Hila holds a B.A. in Business Administration with a focus on Financing and Marketing from The College of Management Academic Studies, earned between 2007 and 2010.