October 28, 2020
Alexei Orlov: Entrepreneur of Month
Founder and President of mtm choice worldwide, Alexei Orlov is a tested-and-tried pro in global marketing and business leadership. With extensive experience spanning 50 brands, 40 countries and 30 years, Orlov has built a reputation in delivering highly-targeted media optimization and brand activation.
Prior to becoming an entrepreneur, being part of Volkswagen’s top Leadership Team, Orlov spearheaded the company’s commercial excellence in the Chinese division. Worth noting, Orlov was co-responsible for the brand’s integrity and marketing for the organization’s key brands. Brands in Volkswagen’s portfolio that benefited from Orlov’s marketing prowess include Volkswagen, Audi, Bugatti, Lamborghini, Bentley, Porsche, Seat, and Škoda.
Key Insights from Alexei Orlov
#1. Exciting Trend
According to Orlov, a trend that really excites him is the rapid shift towards social and digital authenticity. While data protection is an important facet in the digital world, it’s important to ensure that people get involved with systems rooted in authentic products. With this in mind, rules and regulations governed by the General Data Protection Regulation (GDPR) should have well-outlined permissions that show authentic substance, rather than prevent data breaches alone.
#2. Entrepreneur’s Most Important Strategy
Orlov’s most important strategy is to become a great practitioner that makes a difference in any identifiable market opportunity. The highly-skilled entrepreneur notes that leaving room to pivot is an important aspect of achieving any goal. With this approach, the entrepreneur has managed to make fundamental changes that were absolutely necessary, despite being difficult. From financing operations, developing key strategies, to building exceptional teams, making fundamental changes is an important facet that can lead to success.
What’s more, leaving room to pivot means an entrepreneur accepts not getting everything right, while not allowing oneself to be whimsical. Since businesses have a lot at stake, pausing for a while longer to create a plan that makes an entrepreneur feel resolved is important.
Over Orlov’s extensive career, he has accomplished several noteworthy feats. These are:
#1. Funding and Acquisitions
Upon inception, Orlov’s Boutique Holding Group – mtm choice worldwide – raised more than $30 million, helping the brand complete several acquisitions of reputable agencies in the media/brand activation space. To support the top-tier acquisitions, the agency secured $100 million in the third round of financing.
Under Alexei Orlov, mtm was in acquisition negotiations with six additional brands. With more rounds of funding and Orlov’s extensive expertise, the agency would secure a lead position among top brands in the media/brand activation space.
#2. Key Awards
With extensive experience and contribution to the marketing space, Orlov secured the CMO of the year award in the ASEAN market for the years 2012 and 2013. The awards were granted by the World Brand Congress.
Orlov’s expertise catapulted Proximity’s award-winning team to the lead position, securing the 2013 Cannes Gold Lion Award for creating one of the largest social media platforms in the automotive industry. The platform, dubbed “the People’s Car Project,” had more than 108 million YouKu followers and 28 million active users.
Due to Orlov’s unique approach, the award-winning entrepreneur also secured a keynote speaker position at the esteemed Global Brand Forum.
#3. Advisory Roles
Thanks to the entrepreneur’s prowess, companies look up to unique insights and advice offered in steering leadership through branding, communication, and overcoming operational challenges. With a war-chest that’s built with marketing and entrepreneurship experience, Orlov is a go-to advisor for brands seeking distinctive advantages in cluttered trading environments.