Observed Signal · Apr 10, 2017 · Interview · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
MSO Digital Chief: Modern Leadership, Sparring Partner
This is an interview with Schahab Hosseiny, CEO and Speaker of the Management Board at MSO Digital, a DACH-based performance marketing agency. Hosseiny describes a modern leadership approach centered on self-led teams and a sparring-partner role for management, arguing that hierarchy hinders innovation. He outlines how MSO Digital develops talent by aligning people to core competencies, permitting cross-functional work (e.g., HR talent contributing in Finance) and evaluating leaders within a three-month window without traditional titles. The company emphasizes intrinsic motivation, culture, workshops, and ongoing Weiterbildung. MSO Digital has grown since 2012 and is positioned as a top employer in its sector and region per Kununu. The leadership also runs circles like Braintrust Circle and Influencer Circle to involve staff in decision-making. Hosseiny has been an official Google Partner Academy trainer since 2015 and is the only German YouTube trainer in the program. MSO Digital is certified by Google Publishing, Google Analytics, and Google Premier Partner programs.
Leadership/Management interview with a prominent AdTech agency; moderate industry relevance
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Key Takeaways & Evidence Grounding
- MSO Digital is the only performance agency in the DACH region with Google Publishing, Google Analytics, and Google Premier Partner certifications.
- Schahab Hosseiny serves as Geschäftsführer and Speaker of the Management Board at MSO Digital.
- Since 2015, Hosseiny has been an official trainer at the Google Partner Academy and the only German trainer for YouTube there.
- MSO Digital has grown since 2012 and is ranked as a popular employer in its industry and region by Kununu.
- MSO Digital uses a flat hierarchy and a sparring-partner leadership style; new leaders start without traditional titles for a three-month 'New Business Development' phase.
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