Zvika Baida

Zvika Baida

EVP. Chief Customer Officer @ Shufersal


Zvika leads the company’s customer strategy and customer centricity transformation. He initiated and established the Customer and Service Division (500 employees). He leads the digital transformation and omni channel strategy, implements and managing the CRM systems, develops tools for measuring, monitoring and managing customer satisfaction.

Zvika defines the group’s CX and service policy in all fields of activity, and implementing it in various retail activities including: Online Retail, Offline (350 stores), Drug stores chain (BE), financial services, Food services (B2B) and more.

Zvika also heads corporate communications: promoting Shufersal’s strategy and strengthen the brand by planning and executing of external and internal communication & PR activities around business objectives. He leads consumer relations of the private ‘Shufersal’ label (4,500 SKU’s, in all the fields of FMCG) and is responsible for crisis management and crisis readiness, recall events and other media events.


Shufersal, established in 1958, is Israel’s largest retail chain, operating 277 stores nationwide, covering a total area of 540,997 square meters, and employing approximately 13,000 employees. Annual revenues in 2019 reached $3.9 Billion USD.