Influential Woman · Technology / Software (SaaS)
May Binstock
Global Brand & Communications Lead, Tango
Tel Aviv District, BC
Her Story
About May
May Binstock is a seasoned brand and communications executive with nearly two decades of experience shaping corporate reputation, executive positioning, employer branding, and strategic communications for technology companies. She currently leads Global Brand & Communications at Tango, a global live-streaming platform focused on real-time human connection and community. Her responsibilities span global brand strategy, social media, thought leadership, earned media, reputation management, and crisis communications.
May’s career has included senior communications roles at WalkMe, where she led employer branding and global communications through its acquisition by SAP, and AutoDS, where she served as VP of Communications to the CEO following its acquisition by Fiverr. She also founded an independent strategic communications practice, advising executives and companies on positioning, reputation, and communications strategy. Earlier in her career, she worked in PR, served as a spokesperson for Samsung in Israel and the Deputy Mayor of Tel Aviv, and began her academic journey in law before pursuing psychology and governance.
Throughout her career, May has focused on creating alignment between what organizations communicate and what people actually experience. She has received two Roaring Lion Awards from the Israeli Public Relations Association, spoken on employer branding, AI, CSR, ESG, and communications leadership, and founded a Women’s Employee Resource Group at WalkMe. A Harvard Business School Design Thinking and Innovation program graduate and former dean’s list valedictorian in Governance & Social Science, May brings a multidisciplinary perspective to leadership, reputation, and brand strategy. Her approach is grounded in clarity, credibility, curiosity, and the belief that trust matters more than popularity.
Her Interview
Ten minutes with May
01What do you attribute your success to?
I attribute my success to curiosity, adaptability, and a willingness to make intentional changes when something no longer feels right. I’ve never been afraid to take a nonlinear path, learn from different disciplines, or start again when necessary. I also believe credibility compounds over time, so I focus on building trust, asking difficult questions, communicating clearly, and making sure that what I say aligns with reality.
02What’s the best career advice you’ve ever received?
The best career advice I’ve received is to pay attention to what genuinely gives me energy and curiosity rather than simply building a career around what I’m good at. Competence can keep you successful in a path you never consciously chose. I’ve learned to follow the problems that keep me curious, communicate clearly, and be willing to change direction when something no longer feels right.
03What advice would you give to young women entering your industry?
My advice to young women entering communications is to focus on building credibility, judgment, and expertise rather than trying to be liked by everyone. Learn to communicate clearly, ask difficult questions, speak with confidence, and trust your perspective. Don’t be afraid to take an unconventional path or change direction when something no longer aligns with your goals. Most importantly, choose being trusted over being popular.
04What are the biggest challenges or opportunities in your field right now?
One of the biggest opportunities in communications is finding new ways to build trust in a world increasingly shaped by AI-generated content and skepticism toward polished corporate messaging. At the same time, the challenge is ensuring that brand narratives remain authentic and connected to the real experiences of employees, customers, and communities. I see particular opportunity in using technology while preserving the human elements of communication: immediacy, personality, transparency, and genuine connection.
05What values are most important to you in your work and personal life?
The values most important to me are integrity, credibility, curiosity, trust, and authenticity. I believe in being honest, asking difficult questions, and making sure that what we communicate is grounded in reality. I also value continuous learning, meaningful relationships, and having the courage to make choices that align with who I am, both professionally and personally.
Join Influential Women and start making an impact. Register now.