Jeff Carterson | Marketing & AI Automation

20-Year Marketing Vet, I built: and I’m working on &

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

I’ve been in marketing / web development since 2005. I’ve neglected social media because I didn’t need it for my company to be successful, but I started creating content for my personal brand 2 weeks ago.

Let’s see if this old dog can learn new tricks.

I’m posting these current stats so I can have something to compare in 6 and 12 months.

I’m curious what actively producing content can accomplish. Let’s see how it goes.

If you want to follow along:

LinkedIn:
https://t.co/wuOYuRvbyt

YouTube:
https://t.co/YbpD2SpycE

TikTok:
https://t.co/2vAj5IJyk2

#buildinginpublic #buildinpublic

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

True for now… but everyone’s noticed this and PE has been taken aim at home services for a few years now and positioning themselves. Pretty soon plumbers are gonna be a dime a dozen in a saturated market and those revenues going to dry up along with business sales to PE firms who are over paying … good to enjoy the ride till then though

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

@tomkeene Interestingly enough this tweet was right above yours … https://t.co/iyHMIDD1Jg

[Avishai Abrahami @Avishai_ab]

Sharing here the message I just sent to the whole Wix team:

Today is a sad day for me. We have made a very hard decision.

We are reducing the Wix team size by roughly 20%. It is one of the hardest decisions I have had to make, but I am confident it is the right one, and I will explain why.

Before I go into anything else, let me say - this is a very hard decision because I will be saying goodbye to many people who have worked with me for years, many whom I call friends, people I trust and respect, friends who poured their energy and talent into Wix. Team members I know personally, and team members I never had the chance to meet, but whose commitment and contribution I have witnessed.

So thank you. Thank you for the effort, for the talent, for the passion, and for the friendship.

We are doing this as a company-wide change, a decision that will impact the entire organization, driven by how we need to operate going forward.

Why are we doing this?
The first reason is the Shekel/Dollar rates. In the past few quarters the exchange rate between the Shekel and the US dollar has shifted significantly as the Israeli Shekel strengthens against the US Dollar almost every day. As the majority of our teams are Israel-based, a very meaningful portion of our costs are shekel-denominated, while our revenue is largely dollar-denominated. This creates a structural pressure on our ability to operate at our current scale. It is a reality that directly shapes what is sustainable for our company.

The second stems from the fast evolution of AI capabilities. We have witnessed the most significant shift in how companies are built since the invention of modern programming languages in the 1970s. This is not just about adopting new tools - it is about rewiring how companies are built, how they think, how they manage and how they operate. Companies that embrace this change will not only build faster; they will build things the previous generation literally could not have imagined.

We are already taking concrete steps in this direction. As you know, we've recently introduced new roles like Xengineer and Creators, designed from the ground up around AI-native ways of working, a meaningful step towards the kind of company we are becoming.

It also means we need to become a faster, leaner, and flatter organization. We are moving to a structure with fewer levels between any member of our leadership and the most junior person on the team. Fewer layers means faster decisions, clearer ownership, and less distance between the people setting direction and the people building the product - but it also means a smaller number of people.

It is clear to us that in this new era, companies need to make this change in order to lead and compete or risk falling behind.

We are choosing to compete.

It is a painful change, a change that touches the lives of many, but I truly believe we have no other choice - we must evolve.

To those of you who are being let go
I want to once more say: Thank you.

Those who are affected will be contacted in person, directly, and we will do everything in our power to handle each conversation with sensitivity, respect, and the care you deserve, you will also be granted personally curated separation packages.

Many of you have given years to this company and built things we are genuinely proud of. I am personally grateful for what you've created, for the culture you've shaped, and for the trust you placed in us. More than anything, this decision was about the shape of the company we need to become. We own that - and we own the responsibility of supporting all of you through what comes next.

To those of you who are staying
What happens in the next few days matters. The people leaving this company are your colleagues, your friends, people you've built things with. They deserve to walk out of here with their heads held high, knowing that their work was real and that we recognize it. Please treat them with the respect they've earned. How we say goodbye says as much about who we are, as anything we've ever built together.

Our broader commitment
Before anything else, our commitment is to our users - to make the hard decisions so Wix continues to be the company that helps them succeed. We work for our users.

Millions of people run their businesses on Wix. Their world is also changing, also uncertain, also shaped by the current shifts. They rely on us - our reliability, our innovation, and our commitment to their success.

The responsibility does not stop with our users - behind every Wix shareholder is a real person whose savings, pension, or investment is tied to how we perform. We take this responsibility very seriously.

If we do not make this change, we will be failing our responsibility to our users, our shareholders, and our employees. In the long run, what is best for our users is best for our employees and best for our shareholders.

Today's decision was made to ensure we are here for our users and our shareholders, you among them, stronger and more capable, for years to come. We are doing this today because we are committed to building a company that is healthy, durable, and positioned to lead.

We will come out of this faster, stronger and better equipped for this new era.

Avishai

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

.@Charles_SEO wtf does this mean? 🤣 its stopping me from finishing the order

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

People like to give @Stripe a hard time for being a "simple payment processor" and the amount of money they make, but those people must not have been around back in the day when you had to deal with 2checkout or https://t.co/9LjxzKMHMa before few really even knew how APIs worked and the giant pain in the ass it was to create payment integrations into e-commerce. It looks easy now but back when Stripe started they were revolutionary simple

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

@sgcollin20 @anothercohen There are white label fulfillment companies that you can outsource all stuff to. I think they’re using Openloop

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

@squirr3latx @anothercohen Those are affiliates running those ads. Not who legally bears responsibility though

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

@InsendoMicah Prayer 🤣

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

@ViperChill Guess they’re starting to feel the burn from people using dataforseo + AI to replace them… good for us though

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

@mattholden @Charles_SEO I thought I was the only one, ended up having to use something else

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

@FACTMATTER2024 @SocialistShinji @BrianEntin @grok can you fact check this please

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

@paolo_scales Goat sacrifices to Odin

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

@robustus @sama Does it though? Seems like both are comparably messed up

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

@bprintco It’s definitely awesome but here’s some things to keep in mind…
https://t.co/bk9jmrNm6z

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

@theseoguy_ I’ll just leave this here… https://t.co/gwYsMd1hCl

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

Every time @OpenAI @sama does a product launch, a million startups gasp an anxiety ridden breath of air

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

@_sukoseo No, it’s GEO… wait I mean AIO, no I mean AISEO..arrggg. Just pay me more to do the same thing!

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

Someone should create a billing platform that holds subscription/payment info and routes charges to interchangeable processors (Stripe, etc.). Swap processors if one blocks you because of one too many chargebacks…. users stay subscribed with zero interruption while it gets sorted out.

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

@lilyraynyc He delivered a toolbox so you or whoever else can build the thing that solves cancer and climate change

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

@nickeubanks https://t.co/4DMPaRsTGC
https://t.co/8ec1sgFyDS

[Jeff Carterson | Marketing & AI Automation @jpcarterson]

@andy_wlker Do nightmares count?