From Vision to Impact | Shir Sason

In honor of International Women’s Day, we are proud to share the inspiring story of Shir Sason, a woman who has demonstrated how determination, courage, and the ability to recognize opportunities can lead to exceptional professional and personal success.

Shir’s career at Electra FM began five years ago when she was appointed as the Executive Assistant to the Group CEO, Daniel Milo. “Taking on this role was part of a significant transformation in my life—both professionally and personally—as I moved from Jerusalem to central Israel, driven by the desire to grow and thrive in a leading business environment”, Shir shares.

After many years in the public sector, transitioning to Electra FM provided her with a unique opportunity to learn and develop in a pioneering corporate environment. “From my very first meeting with Daniel Milo, I was deeply impressed by his vision and the challenges of managing a group of companies the size of Electra FM”, she recalls. “Working alongside him, and drawing from his experience and mentorship, paved the way for my continued growth within the organization”.

Shir didn’t settle for her initial role. After two years as the CEO’s assistant, she felt the need to expand her expertise and advance professionally. “I saw an opportunity when the position of Sales and Tender Manager at Tavas became available. I approached Daniel about taking on a managerial role, and he fully supported me. He was the first to give me the opportunity and backed me wholeheartedly”.

In her role at Tavas, Shir delved into the world of tenders and learned how to work with major corporate clients—knowledge that helped her sharpen her managerial skills and ability to communicate with senior stakeholders. After a year and a half, feeling ready for the next challenge, she transitioned to Electra Security as the Customer Relations, Media, and Projects Manager.

“The most pivotal moment in my career was moving to Electra Security”, she says. “That was the point where I no longer felt like I was just learning, I knew I could take the lead and make a real impact. Being part of an experienced management team, tackling new challenges, and leading groundbreaking projects gave me a deep sense of belonging and a strong drive to influence key organizational processes”.

One of Shir’s most significant achievements was leading Electra Security’s winning bid for the Israel Prison Service tender and managing the electronic monitoring program in domestic violence cases. “That was a defining moment in my career. It proved to me that I could be part of strategic decision-making and drive meaningful changes”, she explains.

However, the biggest challenge in her career came after the October 7th attacks. “I went through a major crisis—both professionally and personally. I was afraid to leave home, afraid to leave my kids alone. I struggled to concentrate at work, and it was difficult to cope with the harsh reality we were suddenly facing”, she shares. “For two weeks, I felt completely powerless, unsure of how to move forward in a state of constant uncertainty and tension”.

But Shir refused to give up. “After two weeks, I realized I had no choice—I had to face the situation”. She joined the CEO’s emergency command team, traveling with Arik Regev, CEO of Electra Security, and other senior managers to the south. That was the moment she felt she could act again. “Amidst the pain and sadness, we managed, as a team, to create something new and meaningful”.

Electra Security’s team quickly mobilized—conducting field investigations into the attacks, leading readiness training for emergency squads, developing urban defense strategies, and presenting their findings to Israel’s Northern Command. “Each task, each collaboration, strengthened me. It gave me back a sense of control and, most importantly, a deep sense of mission and pride”.

Shir’s experience at Electra Security shaped her outlook: “For us in security, every challenge or crisis is an opportunity to grow and rebuild. Despite the difficulties, we found ways to act. We built strong, collaborative teams, and beyond the sense of mission, this also helped me cope with the challenges we faced”.

Throughout her journey, Shir has gained extensive expertise and leadership skills. “One of the most important abilities I’ve developed is leading significant organizational change”, she explains. “Every transition required me to think strategically, navigate uncertainty, and remain focused on my goals”.

She also learned how to work with government and business entities, leveraging every interaction to maximize opportunities while safeguarding the interests of both the company and its clients.

Shir acknowledges that her success would not have been possible without key figures who supported her. “Daniel Milo, CEO of Electra FM, and Arik Regev, CEO of Electra Security, played a crucial role. Daniel was the first to trust me with major challenges, while Arik provided the backing and confidence, I needed to lead new, complex projects. Their belief in me was the springboard that enabled me to manage high-level projects with professionalism and focus”.

Her greatest source of pride? Her team. “Every personal achievement I’ve had is a direct result of our ability to work together as a team and tackle challenges that once seemed impossible”, she emphasizes. “Every successful project is proof of teamwork at its finest”.

Since the outbreak of the war, Shir and her team have taken on innovative projects like urban defense planning and electronic monitoring solutions. “These projects aren’t just a personal achievement—they embody Electra FM’s vision of pioneering security solutions”.

Looking to the future, Shir is optimistic about the growing role of women in Electra FM. “I believe that women’s positions in the company will continue to expand. There’s increasing recognition of the importance of gender diversity, and more women are stepping into senior roles. I’m confident we will continue to see female leaders driving strategic initiatives, managing business units, and shaping the company’s culture”.

Her message to other women is clear and powerful: “Dare to grow. Believe in yourself. Don’t be afraid to take on new challenges. Surround yourself with people who believe in you, keep learning, and stay persistent in achieving your goals. Dedication, effort, and determination are the keys to success. If you have an idea, an interest in a new field, or a challenge you haven’t tackled yet—go for it. With the right mindset, anything is possible”.

For Shir, International Women’s Day is about much more than marking a date on the calendar. “To me, this day is an opportunity to celebrate achievements, reflect on challenges, and acknowledge the road ahead toward gender equality,” she says. “It’s not enough to simply say ‘well done’ to women—we must ask: Are we truly doing enough to ensure women can advance, fulfill their potential, and succeed without unnecessary barriers?”

She advocates for structural changes rather than just symbolic recognition—more women in leadership, better work-life balance without it being seen as a compromise, and more systems in place to enable equal success for all genders.
“But gender equality isn’t something to discuss just once a year. Women lead, influence, and break barriers every single day. Beyond celebrating this occasion, we must all ask ourselves—how can I, in my daily work, help create an environment where women have equal opportunities to succeed?”

Shir’s journey perfectly reflects the core values of Electra FM—professionalism, innovation, boldness, and investment in human capital. Her story proves that with the right organizational support, self-confidence, and teamwork, anyone can achieve remarkable success and make a lasting impact.