Breaking Barriers and Changing Perceptions | Roni Shoshan

In honor of International Women’s Day, we are proud to share the inspiring story of Roni Shoshan—an attorney and property manager at Ariel Properties, Electra FM—who has proven that determination, professionalism, and boldness can break long-standing conventions in the real estate industry.

Roni’s journey with Electra FM began in January 2014, when she joined as a young lawyer, having been admitted to the bar just two years earlier. “I remember the division manager telling me, ‘You stand out among the ten women who applied for this role”.
She immediately stepped into a challenging managerial role, overseeing more than 400 real estate assets owned by the Israeli Ministry of Defense across the country—a position she successfully managed for over seven years.

Over time, Roni’s responsibilities and challenges only grew. Three years into her role, alongside managing Ministry of Defense sites, she took on another major national project, overseeing 700 parcels of land owned by KaKaL-JNF. Since 2019, she has been responsible for managing over 1,000 real estate properties under the Israeli Ministry of Justice – the General Guardian, covering locations from Safed to Eilat.

“The role requires a strong service-oriented mindset, constant engagement with employees and clients, and round-the-clock availability—even on weekends and holidays,” she explains. It involves maintenance, marketing, and financial operations, while also demanding an entrepreneurial approach and expertise in real estate and property law.

Despite the high demands of the profession, Roni never doubted her ability to balance her professional aspirations with her personal life. “I always knew I wanted to be in a meaningful, managerial role—one that would bring both fulfillment and impact”, she shares.
But not everyone around her shared her vision. “There were times when even those closest to me, including my former husband, told me that as a mother, I should set my career aside and focus on raising my children”.

Instead of giving in to societal expectations, she challenged herself even more, taking on complex projects that required significant dedication, all while raising her young children. “It wasn’t easy, but I refused to give up, because I knew that once I did, it would be forever. I proved—to myself and others—that it is possible to do both.”

One of Roni’s greatest challenges has been navigating a male-dominated real estate industry. “Even during my law studies, I was drawn to the real estate sector, I connected with it deeply. Unfortunately, it is still perceived as a ‘man’s world,’ she says.
“I knew I had to stand out—by offering insights, taking initiative, and daring to make decisions. Even in environments where it wasn’t always obvious that a woman could lead, I pushed forward”.

A defining moment in her career came when she stepped into her current leadership role—a position previously held exclusively by men.
During her first meeting with a client from the Ministry of Justice, she found herself sitting across from ten women, eight of whom were attorneys. One of them, the chairwoman, opened the meeting by saying: “Roni, you’re a woman. A woman can’t manage real estate.”

At that moment, Roni realized that her challenge had evolved—she no longer had to prove herself only to men in the field, but also to women who doubted that a woman could manage assets, oversee operations, lead projects, and drive innovation.

Her expertise and determination quickly dispelled any doubts. “Two months after that meeting, the same chairwoman called me and said, ‘Roni, we can feel your strength and expertise in every aspect of this project. I’m glad you were chosen to lead it.’”
“That wasn’t just a personal victory—it was a victory for every woman who wants to break barriers and challenge outdated perceptions”.

Roni attributes much of her success to her fearlessness and ambition—qualities she developed growing up in northern Israel, in the border town of Shlomi. “Growing up in a remote town on the periphery, I learned that if I wanted to achieve something, I had to dare,” she shares.

Her father played a crucial role in instilling resilience in her. “He always pushed me forward at the right moments, and that’s something I’ve carried with me ever since—I refuse to stop or stay behind”.

She also credits Electra FM for recognizing and fostering women’s leadership potential. “I was fortunate to join a company that sees and values the unique strengths that women bring to the workplace. They believed in my abilities and allowed me to thrive in various roles over the years. And my journey is far from over”.

Roni’s professional growth has also been shaped by exceptional mentors. “Electra FM has outstanding managers who have taught me invaluable lessons—about myself and my leadership approach. I’m naturally ambitious and bold, but working alongside colleagues like Avi Oded and especially Hanan Bartal, the current division manager, has helped me develop a broader, more strategic perspective”.

This multifaceted approach has enabled her to navigate risks effectively—both from a managerial and legal standpoint. “I have worked, and continue to work, with major organizations that own extensive real estate portfolios. Thanks to my manager’s guidance, I learned how to manage these relationships with confidence, understand the intricacies of maintenance and operations, and translate expertise into business success”.

Roni’s strategic, cross-disciplinary mindset has driven significant advancements in the company. “In the past two years, I’ve successfully introduced technology-driven improvements to our operations, enhancing efficiency and elevating our service standards to new heights”.

At 40, Roni takes immense pride in her achievements. “Looking back at all the challenges I’ve faced—and there were many, I’m incredibly proud to have reached a leadership role where I oversee operations end-to-end”.
Beyond her career, she is deeply invested in fostering a positive, inspiring work environment. “I take pride in knowing that I help create a workplace where people wake up in the morning, come to work with a smile, and feel at home.”

But perhaps her greatest achievement? “Raising two amazing children—almost entirely on my own—while building a successful career. It’s proof that women can integrate career and family, and that with persistence, determination, and passion, anything is possible”.

Roni sees Electra FM as a leader in promoting women in the workplace. “This company truly understands the importance and value of women in leadership. It provides women with the opportunity to manage, lead, and make an impact”.

She proudly highlights inspiring women within the company—such as Adi Sharvit, VP of Operations, who oversees maintenance and operations with professionalism and innovation, and Liz Kadosh, CFO, who leads the financial sector with remarkable expertise.
“These women aren’t just role models for me—they are an inspiration for women throughout the company. The more women step into key leadership positions, the more we will continue proving that there are no limits to what women can achieve”.

A Powerful Message for Women
Roni’s message to all women is clear:“Believe in yourself. Know that you can do anything”.
“Especially in times like these, when we see courageous women returning from captivity as heroes—having endured the unimaginable yet remaining resilient—we are reminded that women are strong beyond measure”. .

“The world is full of challenges and biases, but we have the power to break conventions, drive change, and offer perspectives that have no substitute.”
For Roni, International Women’s Day is a reminder of the road she has traveled—and the journey that still lies ahead.
“This day is proof that for me, the sky is the limit—and that’s exactly the mindset I’m instilling in my children”.