She Had to Fire 35 People on Her Second Day on the Job. Here’s How She Handled It — and Her Advice for Rebuilding Trust. Posted by September 26, 2018 Leave a comment on She Had to Fire 35 People on Her Second Day on the Job. Here’s How She Handled It — and Her Advice for Rebuilding Trust. Efrat Ravid, currently chief marketing officer at ContentSquare, remembers her worst moment in a previous role and how she turned things around.