“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
VP, Premium & Payments at Wix.com.
Executive & AI Solutions Architect. Builder.
I don't just manage teams — I build autonomous systems.
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.
Shipped 7 products in 2 months while serving as executive — proof that leadership and hands-on building aren't mutually exclusive.
"I don't just manage teams; I build autonomous systems." — architecting self-running processes that scale beyond any individual.
Bridging executive leadership with hands-on AI development — building MCP servers, agent swarms, and AI-powered internal tools.
Started as a software developer — Java, Perl, Shell. The engineering mindset still drives every strategic decision.
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.
MCP (Model Context Protocol) server connecting AI assistants to Google Slides for automated presentation creation.
Complete GoDaddy Domain Reseller API v2 implementation — SDK, CLI tool, and server. Full API client architecture.
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.
Pioneering AI-driven development at the intersection of executive leadership and hands-on engineering.
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 →Created Model Context Protocol servers connecting AI assistants to Google Slides and Wix Automations — bridging AI with enterprise workflows.
View on GitHub →Building an interactive educational platform that takes complete beginners from zero CS knowledge to productive junior developers using AI-assisted learning.
Explore the project →BMW R1300GS, Triumph Tiger, Ducati Desert X, Husqvarna Norden
Simon, Sudoku, Set Game, Zaref Klaf card game
Claude vs Cursor vs Codex vs Gemini — benchmark apps
Internal concept pages, Creators Day, Spaceship concept