Be near. Go far.

Hassan Towafra leads Maximize's Public Sector Practice.
Hassan brings extensive senior government experience in shaping national policy and driving large-scale reforms. From 2020 to 2025, he served as the most senior government official for Arab society in the civil service, leading Taqaddum, a 30 billion NIS national program that strengthened coordination across government ministries and improved key socioeconomic indicators. Previously, he held senior roles at the Government Companies Authority, where he was responsible for developing the financial domain of government companies, including business development, advancing innovation, strengthening budget and financial control systems, leading debt and equity offerings, and addressing cross-organizational issues. Prior to that, as coordinator for the electricity and education sectors, he served as the state's representative on government company boards and led efforts to improve financial resilience, operational efficiency, advance reforms, and implement structural changes aimed at making companies more efficient, business-oriented, and economically sustainable. He also served as a director on those company boards. Earlier in his career, Hassan worked in the Corporate Department at the Israel Securities Authority and at KPMG. Hassan lectures in accounting and economics at Hadassah Academic College and serves on the Executive Board of the Bezalel Academy of Arts and Design.

Salam leads Maximize's Private Sector Practice.
Nearly two decades of senior management experience at leading companies have shaped Salam's expertise in identifying growth engines and translating them into real business results. In his roles as VP Marketing at Globes, Marketing Manager at Coca-Cola, and Marketing Manager at Partner, he was responsible for diverse and growing markets and business units. Grounded in a business development and marketing worldview anchored in data analysis, research, and market insights, Salam has accumulated extensive experience in cracking large-scale moves across diverse markets: services and telecommunications, consumer goods, media, and content. His professional expertise focuses on building penetration and growth models in the general, Arab, and ultra-Orthodox markets, while charting strategy and addressing the "how" defining the precise playing field and the setup required for success. Alongside his business work, Salam serves as a Director at the Economic Development Authority of the Tel Aviv-Jaffa Municipality, as a member of the Advisory Committee of the Chinuch L'Psagot Association, and previously served as Secretary-General of the National Student Organization in Israel.