While satellite services may seem very exciting and intriguing, they are actually very difficult. Understanding is a complex task that requires knowledge and experience, let alone the ability to run a prosperous business that does just that!
Anastasia Kuzmenko presently serves as IEC Telecom Group’s Vice President of Marketing & Communications. She is in charge of managing brand communications across the Middle East, Asia, and Europe as well as the worldwide marketing strategy.
All aspiring business owners and marketing aficionados should look to Anastasia for inspiration and guidance. It is without a doubt deserving of respect to recognise her charismatic personality, great leadership, and, of course, vision.
Brief us about the company. What inspired you to join the company?
One of the top providers of worldwide satellite services is IEC Telecom Group. IEC Telecom Group is renowned for offering customers top-notch satellite-based solutions for more than 25 years. It provides effective end-to-end voice and data services when and when it counts most. We make digitalization possible for remote locations on land and the maritime sector, both of which lack GSM coverage.
We offer a strong satellite backup for urban networks to guarantee customer businesses’ operational continuity. We have a broad selection of satellite solutions, value-added services, and products in our portfolio, ranging from handsets to VSAT services. Additionally, we provide comprehensive lifecycle support for satellite-based solutions around-the-clock. The eight nations where IEC Telecom Group has offices are Denmark, France, Kazakhstan, Norway, Singapore, Sweden, Turkey, and the United Arab Emirates.
I am a prime example of a millennial whose outlook was influenced by inspiring ideas of globalization made possible by the growth of connection. I’ve always wanted to have more of an impact on this process than just be a participant. My method of blending in was to choose marketing as a career. Finding a position with IEC Telecom Group made me realize that I could further my dream.
What could be more motivating than giving individuals who are excluded or have restricted access to this crucial resource? Today, connectivity extends beyond only being able to make calls or send messages. It is the engine that propels digitalization. From an economic perspective, it entails bridging the opportunity gap by making the most recent technology, such telemedicine, remote maintenance, and e-learning, available to everyone, regardless of socioeconomic level.
What are the products or services the company focuses on? How are your services different from those in the market?
From a corporate standpoint, digitization builds effective professional networks and enhances internal procedures, enabling businesses to operate more sustainably and in line with the future. Last but not least, from a social standpoint, it brings families and friends together who might otherwise be geographically separated.
Satcom no longer focuses solely on connectivity. It concerns operational effectiveness. IEC Telecom Group ensures business continuity for its clients regardless of the region of operation—over deep seas, steep mountains, and enormous deserts—by enabling a dependable network in places without GSM service. IEC Telecom Group has made significant investments in the creation of numerous applications that are designed for low bandwidth settings in recent years. As a result, it is now possible to conduct video conferences, do remote maintenance, and exchange huge data via a limited satellite channel for a price that is comparable to what terrestrial operators charge.
More than just a catchphrase, “We keep you connected beyond limitations” is a strategic goal ingrained in our company’s very being. We are dedicated to going above and above, and this is specifically what our clients require. We take the time and effort to define the technical requirements for each instance instead of providing “one size fits all” service packages. We then deliver cost-effective solutions that are meant to address project-specific needs.
IEC Telecom Group, in my opinion, is in a special position to dominate the market for personalised satellite communications. We can create fully bespoke solutions because to our integrated approach and in-house design and engineering skills. This is where we excel and where we should go.
Please tell us about your team.
I have the good fortune to work in a multicultural setting with a team that is dispersed across Asia, the Middle East, and Europe. This situation makes me feel incredibly privileged because it contributes to my daily improvement as a professional and person.
My team is made up of both internal and external experts. The former define the fundamental skills and domain knowledge that underpin our marketing initiatives, while the latter constitute a “rapid reaction” corps that enables us to adapt quickly to changing communications trends.
Please brief us about your professional experience.
I’m a driven senior marketing executive with over 13 years of experience in a variety of fields, including aviation, oil and gas, satellite communications, and more. Both for the B2B and B2C sectors, I’ve effectively managed and executed integrated marketing programmes.
I’ve been able to consistently be recognised as a high performer who pushes projects to new heights thanks to my leadership, project management, and expertise in guiding teams across various locations towards the accomplishment of their own KPIs as well as shared brand targets.
What are the key achievements of your business journey?
There are no minor or large accomplishments, in my opinion. At the start of my career, as a junior marketer, I felt honoured to be a part of significant company initiatives and trusted to act as a mediator at international discussions. As a specialist in the middle of my career, I pushed myself to travel internationally and put my knowledge to the test in the multicultural atmosphere of the UAE.
I had to start from scratch at the time, so I take great pride in the fact that, in less than nine years, I went from being an operational executive at a local events agency to becoming the vice president of marketing and communications at a global company.
There have been a lot of successes along the way with IEC Telecom Group, many of which make me happy. In the past, IEC Telecom Group used a system of varied marketing communications in which each office developed its own plan. When I took on a position in global marketing, I set out to centralize communications and create a powerful, globally recognizable brand with a clear positioning and a shared identity.
The marketing infrastructure of IEC Telecom Group has changed significantly over the past four years, including rebranding, the introduction of international PR campaigns, the growth of our digital presence, and the development of thought leadership through exposure at prestigious conferences. IEC Telecom Group has gained recognition from across the globe for its work in the satellite business, and we are especially delighted to have twice received awards for “Best Marketing Campaign” from Thuraya Telecommunications (one of the leading global Satcom operators) in 2021 and 2018.
A conflict cannot be won by a single individual. Only through teamwork can such significant changes be made. I am very appreciative of my team’s dedication and excitement, and I am especially appreciative of the IEC Telecom Group Board’s confidence and support. Looking back, I can say with pride that much has been accomplished, but there are still many achievements to come.
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.