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Or Lifshitz began their work experience as the CEO & Co-Founder of Sidelines Group in 2017. Prior to that, they worked at Google as an Industry Manager from 2014 to 2017. Before joining Google, Lifshitz was at SupersonicAds, where they held multiple roles including Director of Mobile User Acquisition from 2014 to 2014, and Head of USA video operations from 2013 to 2014.

Or Lifshitz obtained a Bachelor's degree in Economics from the University of Haifa from 2006 to 2008. Later, in 2011 to 2012, they pursued an Executive Master of Public Administration from New York University.