Leadership Bios | Avery Dennison | Hanita
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Hassan Rmaile
Vice President + General Manager, Global Graphics and Reflective Solutions; Vice President, Global Technology + Ventures

As Vice President and General manager for global Graphics and Reflectives Solutions, Hassan is responsible for both the short- and long-term financial and operating objectives of our Graphics Solutions and Reflective Solutions businesses. Together with his team, he drives overall vision and direction and a multi-year operating strategy to grow these businesses.

As Vice President Global Technology and Ventures, he is engaged directly in start-up opportunities and equity investments related to adjacent capabilities.

Hassan also oversees our extensive global R&D network and focuses on identifying new, disruptive applications while continuing to grow the performance and cost attractiveness of our core businesses.

Hassan started his career as a research associate with the Center for Materials Research & Technology (MARTECH) at Florida State University. After that, Hassan joined Hercules Incorporated in Wilmington, Delaware for 4 years between innovation and product management roles. Hassan then joined Ashland as part of the Hercules Incorporated acquisition in 2008. While at Ashland, Hassan served as vice president of strategic growth platforms in the company’s Specialty Ingredients commercial unit. He also led the integration of innovation & channel growth streams as part of the ISP acquisition by Ashland. Prior to that, he served in commercial roles of increasing responsibility, including global business unit director of consumer industries (Pharmaceuticals, Food and Personal Care) and prior to that as global industry manager, Pharmaceuticals, at Ashland Specialty Ingredients.

Prior to Avery Dennison, Hassan served as Vice President, Chief technology and Innovation Officer at H.B. Fuller from 2012 to 2016 leading HB Fuller's innovation & research centers around the globe and co-leading integration of several bolt-on acquisitions.

Hassan holds a bachelor's degree in chemistry from the American University of Beirut (Lebanon), an MBA in finance from the University of Delaware and a Ph.D. in chemistry from Florida State University. Hassan holds an executive leadership certificate from the University of Minnesota from 2013 and he also has served as a director for the Minnesota High Tech Association from 2012-2016.



Aviv Sotto

Business Director + General Manager

Aviv Sotto is responsible for strategic, operational and performance matters for Avery Dennison Hanita. Aviv joined our production floor in 1994, and has held a range of sales and managerial positions, most recently  director of our industrial films business unit.

Aviv holds a masters degree in business administration from Derby University.



Shai Ben-Tovim

Director of  Engineering

Shai is responsible for the implementation of new technologies and equipment at our facilities. Since joining Avery Dennison Hanita in 1996, Shai has headed the R&D, technical, and operations departments.

He has a masters in business administration and bachelors in mechanical engineering from the Technion-Israel Institute of Technology.



Avi Amar
R&D and Innovation Director

Avi joined Hanita in 2009 and is head of Research and Development, leading a multidisciplinary group of 20 scientists in the field of physics, chemistry, mechanical engineering & materials science.  In addition, Avi has two global responsibilities, the first as a member of the Avery Dennison venture & investment team (ADVI) scouting of technologies in the Israeli ecosystem, the second as a member of Avery Dennison global technology and innovation leadership team.

He was previously the CTO of Avery Dennison Hanita, and before that held a range of sales and marketing positions in the field of electro-optics.

 Avi holds both a master’s in business administration and a bachelor’s in physics from the Technion - Israel Institute of Technology.



Noam Assael

Director, Business Development of Global Platforms

Noam is responsible for creating new business opportunities and solutions while implementing the ongoing work plans for innovative global platforms. He joined Avery Dennison Hanita in 2017 as Senior Marketing Manager, later heading the global window film business unit.  

He previously held senior managerial and business development positions at PwC Israel, Amraz and Chromagen. 

Noam holds a bachelor’s in economics and an MBA, both from The Hebrew University of Jerusalem.



Limor Shahar

HR Manager

Limor heads the HR department for Avery Dennison Hanita, having joined the company in 2011. Limor has over 15 years of experience in a range of managerial and HR-related roles in Israel and abroad.

She holds a bachelor’s degree in humanities, and a master’s specializing in HR from the executive program at Haifa University.



Yossi Ohayon

Operations and SC Manager

Yossi is responsible for operations and stock control in the plant.  He joined Avery Dennison Hanita in 2009, initially as an R&D project leader, and later as process manager.  He previously worked as a process engineer in the semiconductor industry.  

Yossi earned both a master’s in polymer engineering and a bachelor’s in chemical engineering from the Technion-Israel Institute of Technology.