Second in Command: The Chief Behind the Chief with Cameron Herold
Oct 27, 2026 · 52 min · 11 segments
What does it take to turn a 150-person agency into an AI-first company? In this episode, our co-host, Lindsay Smith, sits down with Lior Eldan, co-founder and COO of Moburst. Lior has helped brands…
Lior EldanGuestLindsay SmithHostCameron HeroldHostHow widespread is your team? You mentioned a few times now that they're in different geographies.

We have our team spread across Israel, which is originally where our company was founded.

Italy and UK and South Africa and then we have probably another 50-ish people in the US and also we've started hiring a bit in South America as well so it can be in the same time zone and now that I'm thinking about it we just made our first hire based out of Canada so Lots of different states and countries.

We have an office in Bulgaria, but the rest of the world, we're pretty much remote, yes.

And yeah, I think it takes a lot to navigate across time zones, across cultures to make it work.

And that's why I think that the idea of kind of having the right structure, structure is both a system, but also, How much do we meet as a company? How much does each team meet? How much does each department meet? What's the structure? How do we run the different processes? So we're giving a lot of kind of thought as we scale the company into what's right for the type of company we are today.

What do we need to change? How do we break up silos? We have like once a month where the team gets together and splits into breakout rooms and just kind of knows one another and gets to meet different people from different parts of the company.

We have like a water cooler talks channel on Slack where people can just randomly talk about anything on their mind.
How widespread is your team? You mentioned a few times now that they're in different geographies.

We have our team spread across Israel, which is originally where our company was founded.

Italy and UK and South Africa and then we have probably another 50-ish people in the US and also we've started hiring a bit in South America as well so it can be in the same time zone and now that I'm thinking about it we just made our first hire based out of Canada so Lots of different states and countries.

We have an office in Bulgaria, but the rest of the world, we're pretty much remote, yes.

And yeah, I think it takes a lot to navigate across time zones, across cultures to make it work.

And that's why I think that the idea of kind of having the right structure, structure is both a system, but also, How much do we meet as a company? How much does each team meet? How much does each department meet? What's the structure? How do we run the different processes? So we're giving a lot of kind of thought as we scale the company into what's right for the type of company we are today.

What do we need to change? How do we break up silos? We have like once a month where the team gets together and splits into breakout rooms and just kind of knows one another and gets to meet different people from different parts of the company.

We have like a water cooler talks channel on Slack where people can just randomly talk about anything on their mind.
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