Zefa Hakim
Head of Products, Data & AI
Yelp
Zefa Hakim is Head of Products, Data & AI at Yelp, with over 25 years of experience leading AI-driven innovation at Yelp, Amazon, and IBM. At Yelp, he spearheads product strategy for agent-based systems and developer platforms, leveraging Yelp’s insights and intelligence to power strategic partnerships and integrations that enable innovative experiences across consumer and enterprise markets. Zefa holds an MBA from UC Irvine, a Chief Product Officer certification from Kellogg School of Management, and a BS in Computer Science. He actively advises technology startups and resides in Tustin, in Southern California.
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Give us a brief overview of the path that led to your current role.
My path to leading Products, Data & AI at Yelp began at IBM, where I used digital transformation and technology to drive strategic B2B partnerships. There, I focused on leveraging enterprise data to deliver value to large-scale clients, which gave me a strong foundation in building intelligent, partner-facing solutions.
Later, at Amazon Alexa, I shifted toward consumer-scale intelligence, particularly in areas around conversation AI for discovery, retention, and monetization. It was a different lens, but one that sharpened my ability to connect user behavior with business impact at scale.
Bringing those experiences together led me to seek a role where I could work at the intersection of data, intelligence, and real-world utility, across both B2B and B2C contexts. That’s what drew me to Yelp. I’m passionate about using our data to power intelligent interactions and experiences that help people discover, connect with, and engage local businesses, something that touches everyone in their daily lives. It’s that real-world relevance, combined with the scale and complexity of the platform, that keeps me excited about the work every day.
What is one of your guiding leadership principles?
One of my core leadership principles is to provide clarity of purpose, then motivate teams to move fast, think bigger, and own the path forward, even if it means risking failure. We stay rooted in our long-term vision by managing risk with smart guardrails, while relying on data not just to measure progress but to build intelligent solutions that solve real-world problems. Keeping a constant pulse on our customers ensures that every experiment, successful or not, brings us closer to delivering real value.
What is the greatest challenge data leaders are facing today, and how are you addressing it?
I imagine that the biggest challenge for C-level leaders today, especially in the world of AI, is finding the right balance between innovation and focus. There’s pressure to chase the latest trends, but my job is to cut through the hype. We have to deliver real value to customers today while staying relevant for the long term. That means making smart bets: investing in AI where it can make us more efficient, improve customer and partner experiences, and transform how we operate, not just because it’s the next big thing.
As a product and AI leader, I focus on balancing short-term impact with a long-term vision. I push teams to stay close to customer needs, to avoid distractions, and to be thoughtful about where we innovate. We stay informed, move fast, and experiment—but always with the bigger picture in mind. That’s how we build for longevity, not just headlines.
How do you measure success as a leader?
I measure success as a leader by the impact we deliver for our customers and the culture we build within the team. That means driving real innovation, making it fun to create, encouraging bold ideas, and keeping the team motivated to explore what’s possible. I want people to feel empowered, supported, and excited to push boundaries.
In this new world of AI, I still look at success through the lens of three core outcomes: growth, efficiency, and engagement. Are we growing in meaningful ways? Are we becoming smarter and faster in how we operate? And are both our customers and teams deeply engaged in the value we’re creating? When those elements come together, I know we’re on the right path.
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