Interview with Alex Malgin, CEO, Founder - MAGNETTO

Alex Malgin  

CEO, Founder, MAGNETTO

How did you begin your journey with MAGNETTO?

Magnetto is more than just a company where I work. I was the person who came up with the very idea and launched the company. So, it’s not so much that I began my journey with Magnetto — rather, Magnetto’s journey began with me :)

In short, how will you describe your responsibilities at MAGNETTO ?

I am responsible for four key areas:

- Strategy

- Building and maintaining crucial partnerships and relationships

- Coordinating our actions and efforts

- Assembling a team of professionals who understand each other perfectly.

What do you think is the key role that you have to play as a CEO ?

As the CEO, I view my primary responsibility as setting the vision, aligning the leadership team, and enabling them to execute effectively. My focus is on identifying and empowering high-performing managers, ensuring they have access to the necessary resources, clearly defining strategic priorities and key objectives, and overseeing overall performance to maintain alignment with the company’s mission and goals. Rather than involving myself in day-to-day operations, I concentrate on driving long-term growth, fostering a high-performance culture, and ensuring that the organization is agile and well-positioned for sustainable success.

Tell us about your most valuable achievement in the industry.

As a strategic partner of the TON ecosystem, we have developed and supported all marketing campaigns on Telegram and beyond for nearly four years. These initiatives have been highly successful, helping to grow the entire ecosystem and continuously attract new, active participants. For example, we became the agency of choice for some of the world’s largest crypto exchanges by managing their collaborations with TON. We are incredibly proud of this large-scale project and the outstanding results we have achieved.

One of my favorite ideas comes from Baron von Clausewitz: "Strategic miscalculations cannot be compensated for by tactical successes." Even though we are already a successful company, we continue to actively grow, enter new markets, and scale. In such a dynamic environment, it is crucial to ensure that the company’s strategy precisely aligns with the current business situation and the challenges we face. This alignment is key to effective project execution and long-term success.

Which project development methodology do you think is most effective for delivering results?

We operate in a highly specialized and rapidly growing market. Because of this, we use a variety of methodologies, combining and adapting them to fit our unique needs. I believe there is no one-size-fits-all solution — the best approach always depends on the specific needs at each stage of the company’s development.

What advice would you share with your peers for effective management and team leadership?

My main advice for colleagues looking to develop their management skills is this: find the balance between unwavering high standards and empathy, between the drive to move fast and the understanding that quality takes time. Above all, be honest—with your team and with yourself. Always provide honest and open feedback to everyone. Be candid and clear about your own strengths and areas for growth, your successes and failures. And never shift responsibility onto others, because in doing so, you give away part of your own potential for the future.

 How do you balance your relationship with the technical and non-technical teams while leading them?

The most important aspect of coordinating technical and business teams is building an effective communication bridge between them. That’s why it’s crucial to have a strong product team within the company—one that consolidates all business needs and can organize the engineers’ work efficiently to meet those needs.

Which technology do you believe is most promising for the future of digital solutions and why?

I firmly believe that AI is still at the very beginning of its real-world application in business. The cost of human labor in most modern digital professions is rising much faster than productivity. In the future, only those companies that manage to effectively implement AI solutions wherever possible will stay afloat. Others simply won’t survive the competition due to their relatively low efficiency for clients and poor business profitability. AI is the key to sustainable growth and innovation in the digital economy.

What are your plans for MAGNETTO in the year ahead?

It’s both simple and complex at the same time. As a key player in the Telegram Ads market, Magnetto must expand into all countries where Telegram is a significant content platform. Our plan for the year ahead is to solidify our leadership in current markets while actively entering new ones.

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