Satellite services do sound extremely cool and interesting but in reality, are extremely complicated. It takes much more than knowledge and experience to understand, let alone lead a successful company that provides just that!
Anastasia Kuzmenko Currently holds the position of Vice President of Marketing & Communications at IEC Telecom Group. She is responsible for the global marketing strategy and management of brand communications across the Middle East, Asia, and Europe.
Anastasia is truly an inspiration and a beacon to all budding entrepreneurs and marketing enthusiasts. Her charismatic personality, exceptional leadership, and of course, vision, are undoubtedly worth honoring.
In a scintillating interview with Anastasia Kuzmenko. Let’s hear about IEC Telecom Group, and get to know more about Anastasia and her professional journey.
Brief us about the company. What inspired you to join the company?
IEC Telecom Group is one of the leading international satellite service operators. Renowned for supplying high-quality satellite-based solutions to customers for more than 25 years, IEC Telecom Group delivers efficient end-to-end voice and data services when and where it matters most. We enable digitalization for the maritime industry as well as remote units on land, where GSM coverage is not available.
For urban networks, we provide a powerful satellite backup to ensure the business continuity of customer enterprises. Our portfolio includes a wide range of satellite products (from handsets to VSAT services), solutions, and value-added services. In addition, we offer 24/7 support for satellite-based solutions during their full lifecycle. IEC Telecom Group has offices across eight countries: Denmark, France, Kazakhstan, Norway, Singapore, Sweden, Turkey, and UAE.
My motivation:
I am a classic example of a millennial whose mindset was shaped by beautiful concepts of globalization enabled by the spread of connectivity. I have always wished to be more than a participant; an influencer in this process. Choosing marketing as a profession was my way of joining the stream. Coming across an opening at IEC Telecom Group, I realized that I can bring my dream one level up.
What can be more inspiring than to connect those who are exempt or have limited access to this essential resource? Today, connectivity is more than a means to send a message or call. It is a driver behind digitalization. From an economic point of view, it means bridging the opportunity divide by enabling the latest technologies such as telemedicine, remote maintenance, and e-learning from top to bottom of the income pyramid.
From the corporate perspective, digitalization creates efficient professional networks and improves internal processes, leading enterprises to more sustainable and future-ready operations. Lastly, from a social perspective, it brings families & friends closer who are otherwise physically far apart.
What are the products or services the company focuses on? How are your services different from those in the market?
Satcom is no longer about connectivity alone. It is about operational efficiency. By enabling a reliable network in areas with no GSM coverage, IEC Telecom Group secures business continuity for our customers regardless of the area of operation: over deep seas, high mountains, and vast deserts. In recent years, IEC Telecom Group has invested greatly in the development of various applications optimized for a low bandwidth environment. As such, videoconferencing, remote maintenance, and big data exchanges can now be achieved over a narrow satellite channel at a cost comparable with the charges of terrestrial operators.
“We keep you connected beyond limits” is more than our motto; it’s a strategic vision that is deeply rooted in our corporate DNA. We are committed to going the extra mile and this is exactly what our customers need the most. Instead of offering “one size fit all” service packages, we take the time and effort to define technical requirements for each case, and subsequently, deliver cost-effective solutions that aim to resolve project-specific needs.
I believe that IEC Telecom Group is in a unique position to lead in the niche of a customized Satcom experience. Our integrated approach of in-house design and engineering expertise allows us to develop truly custom-made solutions. This is our forte and the direction to follow.
Please tell us about your team.
I am fortunate to work in an international environment with my team spread across Europe, the Middle East, and Asia. I feel exceptionally privileged by this circumstance as this intercultural dialogue is one factor that makes me a better professional and person every day.
My team comprises both in-house and outsourced professionals. The former shape the core competencies and industry expertise behind our marketing efforts; the latter represent a “fast response” corps, which allows us to remain agile and responsive to newly emerging trends in the communications field.
Please brief us about your professional experience.
I’m an ambitious senior marketing professional with 13+ years of experience across multiple industries, including Satcom, Oil&Gas, aviation, and more. I’ve managed and successfully delivered integrated marketing campaigns both for B2B and B2C sectors.
My leadership, project management skills, and proficiency in navigating teams across different regions towards the completion of their individual KPIs as well as common brand objectives have made it possible for me to be regularly recognized as a top performer who drives projects to new heights.
What are the key achievements of your business journey?
I am convinced that there are no small or large achievements. As a junior marketer at the beginning of my career journey, I felt privileged to be involved in key corporate projects and entrusted to serve as a meditator at international negotiations. As a mid-career specialist, I challenged myself to travel abroad and put my knowledge to the test in the international environment of the UAE.
At the time, I had to start from square one; hence, I take much pride that from an Operational Executive in a local events agency, I grew into the role of a VP of Marketing & Communications with an international organization in less than nine years.
In my journey with IEC Telecom Group, there are quite a few accomplishments about which I feel excited. IEC Telecom Group used to have a diversified marketing communications system, whereby each office defined a strategy of its own. Undertaking a global marketing role, I set an objective to centralize communications and develop a strong internationally recognized brand with unified positioning and a shared identity.
In four years, IEC Telecom Group’s marketing infrastructure has undergone many changes, including rebranding, launching global PR campaigns, developing thought-leadership through exposure at leading conferences, and expanding our digital presence. IEC Telecom Group has received international appreciation within the satellite industry and we are especially honored to be awarded by Thuraya Telecommunications (one of the major global Satcom operators) for the “Best Marketing Campaign” twice: in 2021 and 2018.
One person alone cannot win a battle. Such profound transformations may only be achieved as a team effort. I am extremely thankful to my team for their commitment & enthusiasm and I am exceptionally grateful to the IEC Telecom Group Board for their trust and support. Looking back, I can proudly say that much has been accomplished, yet many milestones lay ahead.
Any client experience you would like to highlight?
IEC Telecom Group does business across multiple markets both overland and in the maritime sector. As a marketer, I craft communications for every customer group. Due to the specific nature of our business, we are often bound to confidentiality, as many of our customers represent the government sector, humanitarian NGOs, and large-scale enterprises.
Yet, I do have a case that might catch your interest. Back in 2018, we provided satellite communications to research vessels of the Kazakhstan Agency of Applied Ecology (KAPE), operating in the Caspian Sea with a mission to protect the ecosystem of the local waters. KAPE’s scientific work in the Caspian Sea involves daily communication with clients
and technical experts onshore. Projects generate a huge amount of raw data. An average client project involves the transfer via satellite of 30GB to 50GB from ship to shore each month.
The Thuraya Orion Edge system by IEC Telecom Group allowed KAPE to optimize bandwidth, control data usage with data-compression tools, and minimize the data needed to access and run research programs. In addition, we supplied the vessels with a crew welfare solution, which enabled seafarers – at times, separated from their families for a few weeks in a row – to use their own gadgets to stay in touch with loved ones over VoIP calls and popular messaging applications.
Which one is your favorite quote?
Success is painted in golden colors. Yet, it is often forgotten that underneath any masterpiece, there are many layers of desperate scratches in black and grey. In my life and work, I do have a few sayings that guide me on a daily basis.
One of my all-time favorites is the famous Latin expression “Per Aspera ad Astra”, which translates as “through hardships to the stars”. Hard work is the foundation of any achievement, no matter where you stand on the career ladder. A fresh graduate or a seasoned CEO, if you are not afraid to roll your sleeves up and pull the cart side-by-side with your fellow teammates, fortune will eventually smile on you.
