Personal branding is now an essential part of any business strategy. It plays a significant role in building trust and shaping the company`s image in the market. It’s essential for CEOs as they represent the company in the public eye and show the human side behind the business.
In today’s episode of Point of View, Roman Manuylov, CEO of Alfaleads Group, and Alina Famenok, CEO of Already Media, share their experiences and the tools they use to attract new partners and top talent. They also discuss the ways they communicate company values through their personal brands.
Personal Branding as a Business Development Tool
We know that you successfully develop personal brands in iGaming. What opportunities has this opened up for you and your business? Does personal branding help in attracting partners, candidates, and investors?
“Indeed, I focus on personal branding, doing it consciously and investing time and effort into it. Over the past year, I’ve spoken at conferences several times, given over 20 interviews, participated in 5 live broadcasts, launched my own podcast, and provided many comments in the media.
This brings measurable results for the business. Currently, around four counterparties per month come to the company solely through my personal brand — these are advertisers, webmasters, networks, and other partners who directly bring us revenue. Last year, we earned about a million dollars from my brand.
And one more important story. I have a meeting format called “Coffee with the CEO,” where I meet all the new employees when they join the company. About one out of three employees, before making their decision to join, either look at my social media, interviews, or articles featuring me. This influences their decision on the job offer. They see what kind of company we are as I show our values and what we do.” – Roman Manuylov, CEO of Alfaleads Group
“In iGaming, personal branding isn’t just a marketing tool — it’s a strategic advantage. It helps build trust, strengthen the HR brand, and expand business connections.
Over the past year, I’ve been actively working on my LinkedIn profile — sharing case studies, thoughts, and practical insights. That helped me triple my audience and attract new partners and team members. Some of them connected with Already Media before we even met after coming across my posts or videos.
Key activities include media appearances — from speaking at GGate to video interviews like “Tochka G” and “15M Mastery,” as well as articles on platforms like iGamingExpert, iGBAffiliate, and Next.io. These formats don’t just boost reach — they also help build an expert image, both for me and the company.
We see a direct effect—candidates say they accepted the offer after watching my videos. They understand the company’s values, the vibe, and who they’ll work with. For me, a personal brand isn’t just about being known. It’s about trust, sharing experience, and bringing in strong talent ready to grow with us.” – Alina Famenok, CEO of Already Media
What made you start working on your personal brand? Was it something you wanted to do or something you had to do?
“At some point, I realized that quality products and expertise alone aren’t enough anymore. People want to know who’s behind a business. They care about its values and mission.” – Alina Famenok, CEO of Already Media
“I`ve always been into PR, so being public came naturally — I like sharing my results. I’ve always seen myself as part of the company I work for, almost like it’s my own business. It’s even better when my personal goals align with the company’s interests.” – Roman Manuylov, CEO of Alfaleads Group
“For me, a personal brand isn’t just about being known. It’s about trust, sharing experience, and bringing in strong talent ready to grow with us.” – Alina Famenok, CEO of Already Media
Developing and managing a personal brand
What main steps did you take to build your personal, and how long did it take?
“I treated personal branding like a business plan. First, I defined the topics and values I’d represent. Then I started sharing them through content.
At first, I posted twice or three times a week on LinkedIn. Soon, live formats followed—my first interview, then another, then more.
At the same time, I started working on offline formats, too. I have been a speaker at conferences and joined collaborative projects. I paid close attention to style and tone so the image stayed clear and recognizable.” – Alina Famenok, CEO of Already Media
“The most important and challenging part was truly understanding what the business does and learning to speak the same language as the audience. Running a personal brand without knowing the field doesn’t make sense. Many companies still struggle with this — their public faces are just “talking heads.” So, I’d say the first real step in building a personal brand is a deep dive into the topic.
The second step was building the first point of contact with the audience. Back then, I started publishing case studies — it was the right time for that kind of content. I also began speaking at events and ended up doing quite a few talks at conferences around the world. That really helped shape how people saw me and built trust.
And the third step is consistently creating content. For me, that’s mainly Instagram. Then there’s participation in different projects, interviews, shows, podcasts, and so on.
The latest milestone in developing my personal brand — at least for now — is launching my own platform: a personal podcast. I invite guests I’m genuinely interested in, and we talk about topics that matter to me.” – Roman Manuylov, CEO of Alfaleads Group
What tools and channels do you see as the most effective for growing a personal brand in iGaming?
“Speaking at industry conferences, networking, hosting your own events, and taking part in awards are the most effective, in my point of view.” – Roman Manuylov, CEO of Alfaleads Group
“The list of channels is familiar—social media, conferences, media, and video. For me, LinkedIn works best. It’s great for expert content and building connections.
I also rely on live formats. Public speaking, podcasts, and interviews help show depth. They build trust through direct human interaction. “- Alina Famenok, CEO of Already Media
How do you manage to balance personal PR with the company’s reputation?
“I`m sure a personal brand shouldn’t stand alone. It must support and boost the corporate one. I represent the company, and whatever I say reflects on Already Media.
I keep being myself, but I always think about how my words and projects align with our culture, values, and the image we aim for. I discussed it this in detail on the PalaiMedia podcast— we discussed how a leader’s public presence can drive company growth.” – Alina Famenok, CEO of Already Media
“I don’t do personal PR — I build my personal brand based on what the business needs. In my case, it’s pretty much the same thing since I’m the CEO and a shareholder. Our interests are always aligned.
Even when I’m just opening up on a personal level, like in a recent podcast about relationships, it still matters for potential team members. It gives them a sense of who their future leader might be.
I also always check in with our Head of PR if I’m unsure about whether I should post something or not.” – Roman Manuylov, CEO of Alfaleads Group
How important is it for top executives and team members to build their personal brands, too?
“It matters because a business built around just one person isn’t a healthy setup. Right now, it’s one of our weak spots, but I plan to change that. We’ll soon have clear development tracks for personal branding, and the company will have more visible faces. – Roman Manuylov, CEO of Alfaleads Group
Personal branding matters most when your expertise shapes the company’s perception. At Already Media, we involve pros who are ready to share knowledge and boost our image. Our channels show it clearly—not just C-levels in the spotlight.
Experts who shape the product and culture step forward, too.” – Alina Famenok, CEO of Already Media
“The most important and challenging part was truly understanding what the business does and learning to speak the same language as the audience. Running a personal brand without knowing the field doesn’t make sense.” – Roman Manuylov, CEO of Alfaleads Group
Trends and the Future of Personal Branding in iGaming
What personal branding trends do you think will matter in 2025 — and which ones have not only lost relevance but could harm?
In 2025, one key trend will be moving away from polished, perfect content. People will value simplicity, realness, and a natural tone. Short videos will keep growing because they get to the point fast and show expertise.
The community will matter more, too. Audiences are tired of solo voices. They want spaces where they can talk, not just listen. – Alina Famenok, CEO of Already Media
“There was a time when tagging other people just to get reposted was a thing. It used to work, but now I find it cringe.
Showing off a “luxury lifestyle” in gambling doesn’t impress anyone anymore either. Case studies have also lost their edge — hardly anyone can do them well. And for me, working with rumors is another no-go. It’s just plain cringeworthy.
Content that offers value, not just fluff, will stay relevant. Storytelling and showing the human side behind the brand will always get attention, too.” – Roman Manuylov, CEO of Alfaleads Group
What advice would you give to someone starting a personal brand in iGaming? What should be the starting point?
“A personal brand needs substance and personality. It starts with being a strong expert, a real leader, and a pro. If you just want attention, I don’t see much value in that.
Do your job well, and the brand will follow. Talk about your results, share wins, and share losses, too. Honesty and openness always draw people in.
As they say in Serbia—if you’re open to the world, the world opens up to you.” – Roman Manuylov, CEO of Alfaleads Group
“Start by asking yourself one honest question: What’s my expertise, what matters to me, and what can I talk about often? Then, pick a platform, test a few formats, and see what resonates.
Don’t wait for the perfect moment—it won’t come. Personal branding isn’t about making noise. It’s steady work that builds trust and recognition over time.” – Alina Famenok, CEO of Already Media
Conclusion
In this Point of View, we explored why personal branding matters in iGaming. Alina and Roman prove it through real practice— a personal brand is a clear communication strategy. It positively affects business growth, raises brand visibility, builds trust with partners, and helps attract top talent.
You need to share your experience, results, and values regularly. Pick a format that feels right for you. Everything works—LinkedIn, podcasts, talks, interviews. What matters most isn’t the format but honesty and consistency.
Remember this about personal branding:
- it’s part of your business setup;
- it draws people in and builds trust;
- it requires a clear strategy—likes and reach come second.
Keep following Point of View—more speakers and real stories are coming, each shaped by hands-on experience.
