Alina Darkhovsky

Alina D. Magauova is a brand strategist and product marketing leader specializing in privacy-focused, first-party data strategies. She has worked with Fortune 500 and Global 500 companies across Asia, Europe, and North America, guiding them in developing go-to-market strategies, bridging brand-building with performance marketing, and crafting customer-centric product roadmaps.

Drawing on her expertise, Alina founded Segment360, a martech consultancy and first-party data activation platform. Through Segment360, she helps e-commerce and retail companies unify, segment, and responsibly activate customer data in line with evolving privacy standards. She also advises companies on integrating emerging technologies and advanced analytics into marketing and product development, with an emphasis on privacy-first engagement.

Beyond her professional work, Alina is committed to education-focused community initiatives, sharing insights on martech innovation and responsible entrepreneurship. In her spare time, she enjoys nature photography and spending time with her husband and two children.

books by Alina Darkhovsky

First-Party Data Activation
  • May 2025
  • ISBN 9781633436367
  • 264 pages
Included with a Manning Online subscription
  • printed in black & white

First Party Data Activation introduces techniques to collect and act on first-party data to drive growth—all with your customer’s consent. You’ll start with the basics of privacy-centric marketing, including the evolving regulations around data collection and usage. Then, you’ll explore concrete techniques for gathering, storing, and analyzing first-party data to level up targeting and personalization, including how to use AI agents and applications effectively. Along the way, you’ll also develop a first-party data platform that provides a clear view of your customers to your marketing tools and teams.