Lirut’s team exposes millions of followers on all major social media platforms to Wix’s newest and most innovative products

If, like many of us, you’re always looking for effective ways to combat your own procrastination, Wix’s Social Media Team Lead, Lirut Nave, has an inspirational story for you. In fact, you’ll probably never hear a better example of why completing tasks today may pay off tomorrow. Literally.

Lirut started her journey with us a little over 3.5 years ago. She returned to Israel after studying for her masters’ degree in New York, and while working in a digital ad agency saw a Wix Facebook ad. Lirut recalls that the ad for the job opening had a small writing assignment in it. She first thought about saving it for tomorrow, but ended up completing it on the same night, just before midnight.

It turned out that she made a good decision. The next morning a Wix People Partner called her to say that she was the last person to apply for that position, that her assignment was excellent, and that she had quite a bit of luck: that position was scheduled to close at midnight and the hiring managers were about to proceed with other candidates.

After going through our recruitment process, Lirut was hired as an assistant to the manager of Wix’s Instagram page. “I helped with creating content for campaigns and reaching out to our users. After less than a year, I was offered a chance to manage Wix’s Facebook page,” she says.

Lirut says that her new role required her to meticulously plan each and every post. “We think hard about the right way to convey messages, the kind of emotion we want the people who see those posts to have, the words that we’ll use in the post and also those that will be written in the briefs we send out to our design studio so that they’ll create matching visuals for it. We also have to always keep in mind that we’re addressing both existing and potential users and that we need to do it differently.

“Then, during my pregnancy and about 5 months before going into maternity leave, I was promoted again and was now leading the team I was a part of,” she says with a smile.

That’s not an offer you’d get in every company

“Not at all, and I don’t take it for granted. One of my favorite things about Wix is that no one here is afraid of pregnant women or of women going into maternity leave. I think that having this kind of culture also pays off because when I got back to work, I was very motivated and willing to work as hard as it takes. I also know I wasn’t given a favor to get that role. I worked very hard for it and it didn’t go unnoticed. Personally, I think that if an employee feels that their workplace trusts them, it creates an atmosphere in which people will always want to give back.”

Tell us more about what you do and about your responsibilities and challenges

“My new responsibilities as Wix’s Social Media Team Lead are not only to oversee our entire content creation process for our various channels - we also operate on LinkedIn, Twitter and Tik Tok - but to also plan and execute our social media strategy and shape the way our brand looks and feels there,” she explains.

“Essentially, I’m in charge of our social media platform managers who are those tasked with creating the content and the campaigns for their social media channel. The posts we share on our various platforms are seen by millions of people. A big challenge is to adjust the way we speak to our changing audience since our products are far more advanced today than they were in the past - they include SEO tools, security and more - and that means that we need to elevate our tone in order to attract new audiences - from small and medium business to enterprises. All that while staying true to our existing users.

“Another thing that we do as a team is to supply social media services to different departments at Wix in order to strengthen our brand on a business level. Measuring the impact that we have isn’t easy, so we use what we call ‘soft metrics’ like exposure and engagement to know how effective we are. Our content isn’t meant to directly sell products. The idea is to boost our users’ awareness of our brand and know about our new features and capabilities.”

How do you do that?

“We often show what our users are doing with our platform because it’s inspirational for other users and frankly, for us too. People out there create really incredible things with Wix and we want to show those things to the world and make people dream and believe in themselves. Basically, my sense of fulfillment at Wix comes first and foremost from the fact that I really believe in our products. I don’t need to create content that has to be blown up or exaggerated.”

When asked if her personal story of being hired at Wix made her less of a procrastinator, Lirut laughs. “I think it taught me to put in the same effort into anything I do and not do anything half-way. You know, I could have said to myself that night that completing that assignment tomorrow would be alright. Many times we postpone things without a good reason, and this sort of procrastination can really cost you dearly in a lost opportunity. So my state of mind is to treat anything seriously from the beginning. Opportunities don’t always come to you when you plan for them to come, but even if the timing may seem less than perfect, it’s a shame to miss out on them”.

To explore all Marketing roles at Wix, click here.