“Success is not defined by gender. It’s the result of hard work and continuous self-improvement. Perseverance despite challenges is what sets successful professionals apart. I like to quote a famous Latin saying, “Per ardua ad astra” (“through adversity to the stars”). Mistakes and failures are part of the journey. Embrace them as opportunities to learn and move on. You’d be surprised how many wonders lie ahead,” says Anastasia Kuzmenko, VP of Marketing & Communications at IEC Telecom Group (Dubai, UAE).
Anastasia has over 14 years of marketing expertise, with a background in communication and strategic brand consulting. She represents a typical millennial whose perspective has been molded by the compelling ideals of globalization, enabled by the spread of connectivity and new technologies. She is extending the wings of her company to different continents.
Learning Journey of Anastasia
Anastasia was born and raised in Kyiv, Ukraine, but has spent the last 11 years living and working in Dubai, UAE. Anastasia’s academic qualifications include a bachelor’s degree in international communications from Taras Shevchenko University, a top-rated academic institution in Ukraine. Further, she recently completed an Executive MBA program at Hult International Business School. Anastasia takes great pride in achieving distinctions for outstanding performance in her Bachelor’s and MBA studies.
“Every marketing strategy commences with data analysis. My Bachelor’s degree in “International Communication” equipped me with the skills necessary for research and analytics. This education taught me how to handle extensive volumes of data and generate insights that can be applied to strategic decision-making processes at a senior level,” says Anastasia.
Having an advanced career, Anastasia recognized the importance of broadening her knowledge of strategic management. This realization prompted her to pursue an Executive MBA, enabling her to adopt a more comprehensive approach to business.
How Anastasia Started Her Career?
“Moving from the familiar comforts of my hometown, Kyiv, where I was surrounded by friends and family, to Dubai, where I had no support system, was one of the pivotal choices in my life and career,” says Anastasia.
Anastasia’s career began in marketing agencies, where she gained practical experience in the B2B, B2C, and B2G sectors. Later, Anastasia transitioned to in-house marketing roles, working in oil and gas, aviation, and satellite telecommunications for the past six years.
“My career is characterized by a commitment to practical experience enriched by continuous learning. In my view, success is not a particular state but rather an ongoing journey driven by curiosity, ambition, and a relentless pursuit of growth. Those who embrace learning and experimentation are the ones who can maintain a competitive edge in today’s dynamic landscape,” says Anastasia. “I had to begin “from square one” in a different country. I’m immensely proud of my journey, which took me from being an Operational Coordinator at a local events agency to becoming the Vice President of Marketing and communications at a global organization,” she continued.
Breaking Barriers and Building Bridges with Satellite Telecommunications
According to recent studies, approximately 2.9 billion people (nearly 37% of the 2021 population) still lack access to the internet. Consider the profound implications this has on the progress of remote communities. From education and healthcare to basic social integration, a significant portion of the global population continues to experience isolation, and each passing day widens this digital divide.
Satellite telecommunications can solve this problem, facilitating communications and enabling access to digital resources in areas with no/limited GSM access. Naturally, when Anastasia came across an opening at IEC Telecom, she was thrilled to join a company that operates in such a progressive field.
“At IEC Telecom, we regard satellite communication as a catalyst for advancement. Through our engagement in the humanitarian sector, we’ve directly witnessed the profound impact of digitalization on enhancing the effectiveness of field operations carried out by NGOs and elevating living standards in remote communities,” assures Anastasia.
The maritime industry represents another arena where satellite communication serves as a transformative force. Historically, the maritime sector needed to catch up with digitalization, reserving high-speed connectivity primarily for major players operating large vessels. However, LEO (low-earth-orbit connectivity) technology has permanently altered market dynamics, making digitalization accessible to vessels of all sizes.
Today, access to connectivity equates to access to information, akin to a fundamental human right, ensuring success regardless of geographical location or workplace.
IEC Telecom Group: Stay Connected, Beyond Limits
IEC Telecom Group, founded in 1995, is a prominent international satellite service operator with an impressive three-decade telecommunications and network engineering legacy.
The company’s expertise extends to facilitating digitalization within the maritime industry and remote land-based locations where GSM coverage remains unavailable. Moreover, IEC Telecom furnishes robust satellite backup solutions within urban network settings, ensuring seamless business continuity for their valued customers.
“At IEC Telecom, we have cultivated robust commercial and technical affiliations with major satellite operators on a global scale, including Starlink, Inmarsat, Iridium, Intelsat, Eutelsat, Yahsat, and more. Employing a multi-networks approach, IEC Telecom caters comprehensively to the communication needs of businesses, regardless of their geographic locations,” expresses Anastasia. With a presence in nine countries worldwide, we are dedicated to delivering top-tier satellite-based solutions across the globe,” she resumed.
Influences that shaped Anastasia’s life
Anastasia’s mother and elder brother have consistently served as her wellspring of motivation and a reliable guide during moments of uncertainty. They taught her to follow her dreams and lead by example. In Ukraine, a proverb says, “Water will not flow under a steady rock.” It conveys that merely wishing for something won’t lead to progress. If you aspire for transformation in your life, summon the courage to lift that metaphorical stone and initiate the change you desire.
Success Mantra
“Honestly, I am not a big fan of the conventional “work-life balance” model. I am more inclined to the “work hard – play hard” formula. My job is my passion. I give it my best first, and later, I celebrate big or small victories. It is a more conscious and gratifying approach to me,” asserts Anastasia.
“Picture yourself immersed in a game where bonuses keep pouring in, regardless of your progress. You’d eventually lose interest. Same with life, I continuously set new targets for myself and ensure a small prize for each milestone,” she continues.
A Responsible Leader Marks Impressions Globally
Six years ago, IEC Telecom had a diversified marketing communications system wherein each office independently formulated its strategic approach. Undertaking a global marketing role, Anastasia embarked upon the mission of centralizing communications and cultivating a robust, internationally acclaimed brand with a harmonized positioning strategy.
Subsequently, the marketing framework of IEC Telecom has undergone several transformations, encompassing rebranding efforts, the initiation of comprehensive global public relations campaigns, the cultivation of thought leadership through prominent conference participation, and the expansion of its digital footprint.
IEC Telecom has garnered international acclaim within the satellite industry and takes particular pride in accolades from Thuraya Telecommunications, a prominent global satellite communications operator, honouring the Group with the “Best Marketing Campaign” award in 2018, 2021, and 2022.
“I am proud to have witnessed the transformation of IEC Telecom, and I deem it a distinct privilege to contribute to its expansion through various marketing avenues,” says Anastasia.
Future Roadmap
The satcom telecommunications field is undergoing a significant transformation, driven by the commercial introduction of low-earth-orbit connectivity (LEO) through ventures like Starlink.
LEO technologies are unquestionably reshaping market dynamics. In contrast to the average speeds of 1.5-2 Mbps offered by VSAT antennas powered by geostationary orbit networks (GEO), the new technology delivers up to 220 Mbps speeds. This breakthrough enables the latest advancements in digitalization, providing opportunities for previously underserved communities and industries.
However, it’s important to note that the commercial availability of LEO service is subject to licensing by each country. That said, at IEC Telecom, they foresee two significant trends shaping the near future of the satcom market:
- In the maritime sector and for mobile applications on land, there is a growing demand for hybrid GEO/LEO/GSM systems that can ensure business continuity across different networks. IEC Telecom specializes in developing customized solutions in this domain, which will be their primary focus in the coming two years.
- The company anticipates increased reliance on optimized applications to deliver digital services over lower bandwidth GEO networks for stationary applications in regions lacking LEO coverage. This represents another key priority for IEC Telecom. Over the past few years, IEC Telecom developed a wide range of applications optimized even for ultra-low bandwidth environments (90 Kbps and below), and they intend to expand their service portfolio shortly.
“In my role, I serve as a bridge between our technical and commercial experts on one side and our customers on the other. I am responsible for crafting a narrative that effectively communicates our offerings and value proposition across all markets and geographies where we operate. Leveraging a multichannel marketing approach, my team and I will continue to support IEC Telecom in building upon its legacy,” assures Anastasia.
