Executive Summary
Omer Shai's 18-year tenure as Wix CMO reveals a sophisticated marketing machine that has abandoned traditional LTV metrics in favor of proprietary TROI (Time Return on Investment) methodology. With a $100M+ marketing budget across both Wix and Base44, Shai operates on 11-12 month TROI targets, measuring cohorts as granular as daily intervals rather than relying on lifetime value projections. The company is making two Super Bowl investments in 2026 - marking Base44 as potentially the youngest com...
Key Investment Opportunity
Wix Contrarian Value Play with Marketing Catalyst
Stock trading at 2.6x revenue despite $567M FCF generation and aggressive marketing expansion. Base44 Super Bowl investment signals confidence in AI product-market fit, while TROI methodology enables superior capital allocation.
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