The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch 20Growth: How Wix Built a $100M Marketing Machine | Why LTV is BS and Why Time Return On Investment is the Most Important Metric | How to 10x Your Growth: What is the Next Great Channel with Omer Shai, CMO @ Wix
90 snips
Jan 31, 2026 
Omer Shai, Wix CMO with ~18 years leading global marketing and Super Bowl campaigns. He explains buying two Super Bowl spots and blending brand with performance. He rejects LTV for Time Return On Investment and outlines short cohorts. He talks about finding tomorrow’s growth channels, why SEO and AI deserve more spend, and why celebrity deals and TikTok often disappoint.
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Buying The Super Bowl Fast
- Omer bought two Super Bowl spots for Wix and Base44, deciding quickly after seeing user traction.
- He timed buys and activation windows to amplify pre- and post-game marketing and spikes.
Marketing As Measured Investment
- Marketing is an investment, not just a spend, and must deliver measurable user-driven returns.
- Omer Shai balances brand and acquisition to drive relevant users who use the product and refer others.
Use TROI Over LTV
- Measure short-term cohorts (1, 7, 14, 28 days) to find when paid acquisition reaches payback.
- Use Time Return On Investment (TROI) instead of uncertain lifetime value estimates.