Max  Cheprasov

Max Cheprasov

Chief Automation Officer

Cheprasov explains why people-centric leadership is essential to modern enterprises’ future...

Holding a BSc in Mathematics and Computer Science from the University of Illinois, Chicago, an MBA in Business Administration from Jack Welch Management Institute (2012 to 2014) and having studied for a year at Stanford University’s Advanced Project Management Programme, Max Cheprasov’s education has integrated dual passions in technology and business. 

Having spent six years (2011 to 2017) as Senior VP and Head of Operations and Technology at iProspect - a wholly-owned subsidiary of Dentsu Aegis - Cheprasov took on the role of Chief Automation Officer for Dentsu Aegis US in November 2017. Considering himself a “digital native”, Cheprasov says that his transition into the role was a natural one and was a decision guided by a long-term mission: “I transitioned into this new role to focus on acceleration of intelligent automation solutions and to promote best practice across Dentsu globally.” In a career clearly defined by his commitment to finding new and better ways to service clients and enable employees to do their best work, Cheprasov is a believer in going beyond convention and working out cutting-edge tech solutions to everyday problems. “There's always a need for creativity and ingenuity when designing your own unique and differentiated business strategy,” he says.

Regarding his approach to leadership, he states that he values openness and empowering individuals to feel like they can make an overall difference. “The best teams are those in which team members are open with one another: they are ready to disclose their thoughts and feelings and can share ideas openly. They feel comfortable and safe to admit their own shortfalls or mistakes.” As such, Cheprasov identifies three pillars for successful leadership: trust and transparency, clarity and execution. “Without clarity, it's like driving your business somewhere without a GPS. You need to have clarity to know how you intend to reach your goals. Through clarity and purpose, you can pull together resources and ideas and energise people behind a common cause.” 

Demonstrating a very people-centric mindset at the heart of his management style, Cheprasov states that positive feedback about his team's efforts remains an enduring privilege and accomplishment: “Nothing makes me happier than receiving positive feedback from customers about the quality of my team's work,” he states. “I think my team's accomplishments, whether it's on a group project or their individual achievement, are what defines whether I've succeeded or not.”

In addition to this focus on people, Cheprasov’s unwavering commitment to the development of automation technology is also apparent. Believing that AI can truly be a tool wielded for the betterment of companies, their staff and society as a whole, he says that automation has and will continue to influence the course of his career. “Just imagine what this technology will do for us in the next 12 to 18 months, even. It just continues to evolve so rapidly that you need to constantly figure out how to integrate every process within your business. But for me, my job is a matter of demonstrating through leadership that this technology actually does deliver on its promises.”

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