Dynamic Duos: Magic’s CEO and his ‘Anchor’

In this week’s Dynamic Duos, we hear from Magic’s CEO, Shahram Ghaffurian, and head of strategy, Sam Terminelli.

October 3, 2025 8:00

In Dynamic Duos, Mumbrella each week asks two colleagues with a professional and personal affiliation to share with readers the importance of workplace relationships in an increasingly hybridised world of work.

Shahram Ghaffurian:

I met Sam about four years ago, when he joined Magic as our fifth hire. Back then, we were still shaping the DNA of the agency, and Sam immediately stood out. He wasn’t just another strategist, he came in with this balance of sharp thinking and dry humour that has since become a core part of the agency’s personality.

From the start, our relationship was built on mutual respect. We don’t always agree, and that’s a good thing. Some of our best work has come from arguments that ended in laughter (or at least a truce) and made the final output sharper. What’s kept us working together all these years is that we both put people first. The staff, their growth, their wellbeing, those things matter to Sam as much as they matter to me, and that’s why we’ve built such a strong foundation.

Sam’s journey before Magic shaped him for this role. He started in content, moved into digital and performance media, and now heads up strategy. That range means he can see a problem from multiple angles: the creative lens, the data-driven side, and the human one. His remit at Magic is to bridge media, mathematics and analytics with business outcomes. He’s become the connective tissue between the science and the storytelling.

Over time, our working relationship has become more than just functional. There’s a shorthand between us that you can’t manufacture, friendly digs at each other, a shared value system, and the kind of trust where you know the other one will support you without being asked.

At the heart of it, Sam has become a core person I can rely on to both challenge me and back me. That duality is rare, and it’s what makes him the best kind of colleague, and frankly, a great friend.

Sam Terminelli:

I met Shah in an interview back in 2021 after receiving a message from his business partner, Jordan, on LinkedIn. At the time, I was unsure what the next step in my career would look like and was actively considering leaving the marketing industry to explore other pathways. If I’m being honest, I almost bailed on the interview entirely.

What started as a reluctant commitment to interview quickly changed when I met Shah and Jordan for a very casual chat about their plans for Magic, the plans for the role and ultimately their overall ambitions.

Within four weeks of joining Magic, I began working closely with Shah to grow my expertise beyond social media. Over the next six months, he helped me deepen my understanding of the broader digital media landscape while collaborating on ways to make both our product and our client offering more cohesive.

What’s made the relationship unique with Shah compared to other managers I’d previously worked with was the level of early trust and belief he had in me to get things done, especially in early days at Magic when I wasn’t sure if I had what it took in a more diverse role. Ultimately, that trust and belief evolved into a pathway that took me from an Engagement Manager to Head of Strategy, so I’m really grateful for the opportunity and faith that Shah had given me.

If trust is the foundation of our working relationship, openness and transparency is the cornerstone of its strength. Part of what has made my time working with Shah so rewarding has been the ability to discuss things with radical candour, but also a level of respect that we’re both passionate about doing what’s right for Magic and the people at Magic. It means we can have difficult conversations with productive outcomes, even at times when we aren’t completely aligned.

The end result of this working relationship has been pretty unique for me. Prior to working with Shah and Magic, I’d worked in four different roles over the course of two and a half years, looking for something that provided a new challenge and a clear pathway. Within the first two weeks of working at Magic, Shah had not just trusted me with the immediate challenge, but also already identified how that challenge could evolve into a pathway.

Shahram on Sam:

Most memorable moment with Sam: In one pitch, Sam found a way to reference “the elephant in the room” four different times. Each mention was delivered in a fresh way, threaded neatly into the flow of his points, and by the fourth the entire room was laughing. It was a masterclass in diffusing tension while keeping control of the conversation.

Best word to describe him: “Anchor.” He keeps projects, teams, and even me grounded. No matter the chaos, Sam has a way of pulling everyone back to focus without ever raising his voice.

Most annoying habit or endearing behaviour he has: Sam has this uncanny ability to create a Photoshop response to any piece of office banter, within minutes. Annoying if you’re the subject, endearing if you’re in on the joke. Either way, it’s impossible not to laugh.

Sam on Shahram:

Most memorable moment with Shahram: As someone who had exclusively worked in social media prior to starting at Magic, I wasn’t privy to the world of working with publishers on programmatic deals and negotiations. Seeing Shah negotiate the first BVOD deal I sat in was like watching a man in his mid-40s negotiate with a used car dealer who had previously wronged him.

Best word to describe him: Very adaptable and client-first. Regardless of the challenge or area of expertise in consideration, he’ll often try and find a way forward that makes the most sense for the client which is why working at Magic has felt very different to any other agency I’ve worked at.

Most annoying habit or endearing behaviour he has: When Shah laughs it sounds like he has plans to takeover the world. It’s very concerning.