LEADERSHIP MEANS TAKING RESPONSIBILITY – FOR CLIENTS' AND YOUR TEAM'S SUCCESS

Meet the three partners behind Xplora – a leading integrated digital marketing agency in Central and Eastern Europe. Known for their long-term relationships with clients and their commitment to making the business environment better through knowledge sharing, mentoring, and social impact. Xplora was recently named one of the most preferred employers in Bulgaria.

Alexander Markov, Partner and Business Development Director

With over 12 years of experience in performance marketing and more than 15 in web development, Alexander has strategically planned and delivered hundreds of successful campaigns for major brands across Bulgaria and Europe. 

In the team, he is known for his signature mindset: "There is always a way – I will make it happen."

Ivan Panteleev, Partner and Chief Dynamics Officer

Ivan brings over 15 years of experience in managing digital, web, and marketing projects. He has been manager, director and COO at top web agencies. 

He teaches digital marketing at three universities. At Xplora, he ensures smooth project execution and healthy team dynamics. Internally, he is known for consistently identifying the right approach for any situation.

Georgi Malchev, Managing Partner

With over 28 years of business, leadership, and marketing experience, Georgi has worked as a journalist, management consultant, COO, and board member of several leading Bulgarian holdings. 

He teaches at four universities, including a digital marketing elective course at AUBG. He co-founded the Pay It Forward Foundation, which supports municipal hospices for elderly people. He authors two of Bulgaria's most-read LinkedIn newsletters: Xplore Marketing Malchev and Xplore Productivity Malchev, with nearly 10k and 6k subscribers respectively.

How does a team of 50+ people, serving 120+ active clients including multinationals and local leaders, sustain long-term success?

Georgi: From day one, Alex, Ivan, and I set a clear vision – to make our clients successful through integrated digital marketing. That means three things:

• We focus on real, meaningful user behavior – not vanity metrics.
• We speak in plain language – no jargon or smokescreens.
• We support not just the project but the client's internal team – often building near-friendship relationships based on mutual trust.

Ivan: Integration is key. Combining different skillsets and maintaining a professional team is what allows us to deliver on that promise. Many of our clients have been with us for years. The same goes for our team leads and managers – most of them have been part of Xplora's team from the very beginning.

Alexander: My original vision was that we would be a performance-first agency – and that is still in our DNA. We pursue marketing goals that are measurable, meaningful, and make a real difference. That is why we work with sectors like finance, automotive, consumer electronics, SaaS, and FMCG.

What does successful leadership look like?

Ivan: It is when people step outside their comfort zone to solve problems they have never faced before – even without prior technical or life experience. They trust the system, they live the values, and they bring the energy to grow in the environment we create.

Alexander: When you see consistent results for clients, visible growth in your people's knowledge and capabilities, and genuine satisfaction in their eyes – that is success.

How would you define your personal leadership style?

Georgi: It all comes down to one word – responsibility. For the client. For the team. And for the mission. That is our core principle. In practice, that means:

• Choosing the right clients – those we can truly deliver value for.
• Aligning with client teams on what success looks like and how we contribute.
• Mentoring our people with intention – every Xplora team member has had a personal mentor who took ownership of their development. And in time, they become mentors, too.

Alexander: Liberal, for sure. I give people freedom – to think, to experiment, to make mistakes, and to grow. I had mentors who led me that way, and I believe it works best. The framework is clear – client results matter. But within that, I do not want to say "do this." I would rather ask, "what do you think is the right approach?"

Ivan: I try to listen deeply and gather different perspectives before deciding. That creates a culture where people feel ownership. As Chief Dynamics Officer, I do not just track tasks – I track tempo and energy. Every project has a rhythm. Good leadership means knowing when to accelerate and when to pause.

"Everyone on the team knows how to be successful" and "Xplora exists to make clients successful" – you repeat these often. Why?

Ivan: Our service is part consultancy, part technical execution. Success comes from growing the people and partners around us. The more people we help succeed, the more successful we become. That mindset keeps us generous and open – even as we scale a profitable business.

One key decision from day one: we are platform-agnostic. We do not depend on or push just one platform. Our technical expertise spans Google, Meta, LinkedIn, TikTok, Quora, Reddit, and more. That allows us to give clients the best-fit advice – not just what we happen to be good at.

Can you lead without leading by example?

Ivan: Not really. Leadership is about aligning decisions with the shared goal – and having systems where people know their role in getting there. Each person finds their own growth path within the company's culture and values.

Georgi: People are not naive – they spot the difference between words and actions right away. There is a famous study by Albert Mehrabian: when there is a mismatch between words and non-verbal cues, the words lose. The impact of words is limited to just 7% which "speaks" a lot.

That is why when people join us, they feel the leadership. They want to be part of it. They want to become leaders, too – through actions, not just talk.

Alexander: Exactly. That is the difference between a boss and a leader – one commands, the other shows. Responsibility, ethics, and empathy are key – and they work best in combination.

What are your go-to leadership practices?

Georgi: I have many, most of them intuitive now. But here are a few:

• Weekly one-on-one meetings: A true leader takes responsibility for these. It is not a calendar checkbox. It is a space to ensure each person knows how to succeed and feels supported.
• KISS Framework (Keep, Improve, Start, Stop): I brought it from my Executive MBA at AUBG. We use it in team retrospectives and project reviews. It is fast, practical, and sparks real reflection.
• Zero tolerance for organizational complacency or "truces": I first read about this in The Power of Habit by Charles Duhigg. Too often, companies accept mediocrity because of seniority, ego, or status. I actively call this out. The goal is the mission – not protecting someone's comfort zone.

Alexander: Here are my validated  leadership practices:

• Lead by example in every action: Good example is contagious. It motivates people to exceed even their own expectations.
• Freedom within structure: I allow for autonomy, but with a clear outcome: client success. That balance builds accountability and self-leadership.
• Real-time feedback: I give praise or correction on the spot. Feedback should not feel like a report card – it should feel like help from someone who has walked the path.

Ivan: Here are my favourite three:

• Listening as a superpower: Leadership starts with hearing what is said – and what is unsaid. Fear, hesitation, unspoken insights – you have to be tuned in.
• Managing energy, not just tasks: Projects have flow. People have rhythm. I watch for dips, burnout, or tension – and adjust accordingly.
• Knowing when to step back: Sometimes, the best thing a leader can do is let the team own the solution. That is how future leaders are built.

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