Most marketers think bigger teams mean bigger problems. Alex Montchovsky, CM, President, CEO and Founder of IAM Fashion Consulting, and Management Consultant at Unicef, proved the opposite when he scaled operations from Amazon’s global empire to Notino’s 28-market expansion. His counterintuitive approach to managing 150+ person teams and koop cialis in oostenrijk 20 million customers challenges everything you think you know about marketing leadership.

Refined Perspective

The CM designation is more than a title—it’s a signal of discipline, ethics, and excellence in a profession that constantly reinvents itself. For me, it validated two decades of cross-market experience. It confirmed my place in a forward-looking community of marketing professionals. The structured approach to AI, insights, brand strategy, and media allowed me to refine my perspective and raise the bar for the teams and clients I serve.

Connecting

I’ve always been curious about what drives decisions—why someone chooses one product over another, and why certain brands remain loyal to us. That curiosity eventually became a career. At Amazon Advertising, I witnessed firsthand how storytelling and precision targeting could influence millions globally. That was a turning point. Marketing, to me, became less about selling and more about connecting with data, emotion, and purpose.

Don’t Wait

Don’t wait for perfect conditions to act. Early in my career, I focused too much on structure. At Notino, where we scaled 28 markets with 20 million customers, agility was key. I learned that speed, testing, and iteration often beat polished but delayed ideas. The market doesn’t wait, and neither should you.

Tactics vs Trust

Few professions evolve as fast as marketing. Marketers are expected to balance short-term ROI with long-term brand equity, adapt to platform shifts, manage attribution debates, and anticipate the next disruption. In high-pressure roles at Amazon and Notino, the biggest challenge was sustaining growth at scale without losing authenticity. You can automate tactics—but not trust.

Staying Nimble

I treat learning as a muscle. I regularly upskill through certifications (Google, Meta, HubSpot), beta-test tools, and immerse myself in market case studies. Leading a portfolio of over 140 websites and 450 retail locations at Studio Moderna taught me the importance of staying nimble across various channels. I also mentor startups and teach workshops—it keeps my thinking fresh and order canada cialis soft online applied.

Creative and Clinical

When I started, marketing felt like a creative department. Now it’s a growth engine. At Amazon, every campaign was built on attribution modelling, customer segmentation, and behavioural insights. Fast forward to Notino, and we were merging influencer strategy with CRM triggers and retargeting funnels. Marketing today is both creative and clinical, and we must excel at both.

Reinvention and Resilience

At Amazon, scaling operations across EMEA, APAC, and the Americas required coordinating a global team of over 150 while reducing delivery times by 20% and costs by 25%. At Notino, aligning brand voice across 28 markets—each with unique nuances—was equally complex. My biggest personal challenge was transitioning from a large corporate structure to launching my consulting firm, which demanded reinvention and resilience.

Insight and Imagination

I reached a pinnacle in 2023 when I led a Notino brand campaign featuring celebrity talents across Europe, which drove a 14% sales uplift and acquista la farmacia del viagra senza prescrizione medica earned 33% year-over-year (YoY) growth in engagement across all channels. The data was powerful, but the magic was seeing customers emotionally connect with the story. That’s when I knew: great marketing lives at the intersection of insight and imagination.

Embracing Trends

I’m excited by how AI is reshaping personalization and automation. We’re moving from segment-based targeting to 1:1 real-time optimization. That’s a game-changer. I’m also intrigued by the rise of zero-party data strategies, particularly for ethical retargeting and loyalty. As AI democratizes access to high-level tools, the strategic marketer becomes the differentiator. The faster we embrace those trends, the more creative we are.

Beyond Conversion

Build a range. From banking to e-commerce to NGOs, I’ve worn many hats—and every role taught me something new. Say yes to the stretch assignments. Be the person who connects the dots. And above all, remember marketing is about empathy. The best campaigns don’t just convert—they resonate, they move people toward your brand.

 

Becoming a Chartered Marketer not only boosts your credibility but also ensures you stay competitive in this evolving field. Download the CM Brochure to learn more about the pathways to becoming a Chartered Marketer program today and take a significant step in your marketing career.