The CMO Files: Omer Shai,

Get inside the minds of the world's top marketing professionals. In 20 questions we find out what they love most about their job... and what keeps them awake at night.

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Omer Shai


 Job title: CMO

 Location: Tel Aviv, Israel


1.      Where were you born and raised?  
I was born and raised in Petach Tikva, a city in the Central District of Israel, just a little East of Tel Aviv.

2.      What was your first job?
Every boy’s dream job. I was a sports reporter.

3.      What was the first product you got really excited about?
You would think, working in technology that it would be some cool new product or innovation but it’s something much more essential than that. It was the launch of HTML Editor in 2012. It changed everything and made simple things much more manageable than Flash, which is what we had previously used.

4.      Who has been the biggest influence on your career?
Without a doubt it would have to be my wife and kids. I’ve been fortunate enough to meet some of the most inspirational people in business that take your breath away by the sheer impact of their work. But for helping me stay focused and impacting on the day to day decisions I make, there is only one winner.

5.      What has been your greatest achievement?
It’s probably an obvious answer but I would have to say the team we have built here at We are surrounded by some of the most intelligent, hardworking and fun people which not only makes work a great place to be, but it is also driving the business forward and helping us create some of the most innovative elements of website design, like our recent artificial intelligence tool, Wix ADI.

6.      What has been your biggest mistake?
Thankfully, I can say that I haven’t made one yet. I’ve made many small ones but nothing that hasn’t proved informative when I look back retrospectively. Hopefully this remains the case.

7.      What is your greatest strength?
I’m quite a considered person so I tend to be adept and picking and choosing the right battles to fight.

8.      What is your biggest weakness?
I’m a big US sports fan so, given the time difference, that means a lot of the games are during the night in Europe but I just can’t resist getting up to watch.

9.      What do you think is the aspect of your role most neglected by peers?
One aspect of my job that no one is aware of is the fact that every day I go over hundreds of users websites’ to get to know them and make sure they are making the most out of their site. It's time-consuming but it allows me to understand our users and their needs and therefore develop a Marketing Strategy that resonates with them.

10.  Which word or phrase is your mantra and which word or phrase makes you squirm?
We spend so much time and energy of our lives at work and it plays such an important role in our lives it is so important to me to enjoy it. Yes, it’s tough sometimes but very little that’s worthwhile is easy. So, my mantra would be to work hard, but have fun. Consequently, the ‘do as I say, not what I do’ attitude represents the opposite of everything I believe.

11.  What makes you stressed?
Given my penchant for late night sports watching, the thought of running out of capsules for the espresso machine makes me shudder.

12.  What do you do to relax?
I listen to music, take a few deep breaths and watch the world go by.

13.  What is your favourite song?
Butterflies of Illusion by Eran Tzur

14.  Which book taught you most?
There are so many it's hard to put my finger on one.

15.  Do you have a team or sport that you follow?
The Baltimore Ravens (American Football team) are my passion. At Wix, we’re one of the partners for Manchester City in the UK which means I keep an eye on them too. I know this is not the culturally accepted thing to do, but I also like Liverpool, who still have a big influence in Israel and I will always have a soft spot for my local team, Hapoel Petach Tikva.

16.  Which country would you like to work in?
I get to travel a lot with work so, I’ve actually worked in many, if only for a short time. But, if you are asking me to pick one destination to work in for the long term, I would only want to stay in Israel.

17.  Which company do you think has the best marketing?
There are so many it is almost impossible to name one. Brands these days are getting brilliant at engaging influencers, maximising the impact of social channels and getting very polished and considered messages right in front of their audiences.

18.  What do you love most about your job?
I love watching the people in the business grow and improve. We’re like a family so when people get promoted or achieve something great, it really makes us proud.

19.  What is your favourite book?
Creativity, Inc by Ed Catmull

20.  What keeps you awake at night?
Sports matches