When I started leading the social team at Wix in September 2023, performance was stagnant. The production pipeline was long and inefficient, too reliant on limited design resources, and in need of a fresh approach.

I got to work, strengthening our collaboration flow with PMMs, design, and organic marketing teams, evaluating our performance, and developing the strategy for how to improve our KPIs. 

In the fast-paced world of social media, agility is key. I'm constantly on the lookout for emerging trends, new platforms, and technology that can give our brand an edge.

To breathe new life into our content, we put our users front-and-center, added new on-camera talent, developed a real-time marketing process, and adopted video formats more native to the platforms.

These efforts enabled us to capitalize on trends and current events and by streamlining collaboration with ops, legal, and other crucial departments, we dramatically reduced our response time to emerging opportunities. Within our team, I developed a culture of experimentation that allowed us to pivot and execute quickly, adapting our content strategy to align with new trends.

Our ability to swiftly create and deploy trend-aligned content has significantly boosted our engagement and brand visibility, having an average reach of nearly 2X our product-based content and 2-3X the average watch time.

In my last quarter managing the 6-person team, we saw a huge lift in our engagement metrics. Our followers stopped skipping past our content and actually started watching our videos, sharing content with friends, commenting positively, and saving posts to come back to later. We achieved also achieved engagement rates from 2-5X average rate for technology brands – 3.97% on Instagram, 7.87% LinkedIn, and 2.3% Twitter.