Maximov assumed his role in 2025, leading a data-driven marketing organization where 50%–75% of marketing decisions are AI-assisted or AI-automated. He oversaw EDB’s new YouTube content strategy through the launch of its original docuseries, “Builders of the UAE” in 2025. This resulted in the bank’s YouTube subscribers growing from 3,000 to 65,000 within seven months, raising its brand awareness by 30%. EDB also launched EDB 360 in June 2025, a digital banking platform for mSMEs in the UAE, which helped double the number of EDB customers within six months. Maximov previously worked in marketing at Google and YouTube.