Satellite services may appear captivating and intriguing, but they are undeniably challenging. Understanding the complexities involved requires extensive knowledge and experience, not to mention the ability to successfully operate a thriving business in this field.
Anastasia Kuzmenko currently holds the position of Vice President of Marketing & Communications at IEC Telecom Group. She oversees brand communications across the Middle East, Asia, and Europe, as well as the global marketing strategy.
Aspiring business owners and marketing enthusiasts can find inspiration and guidance in Anastasia’s remarkable qualities. Her charismatic personality, exceptional leadership skills, and visionary mindset deserve the utmost respect.
Let me provide you with an overview of our company. What motivated you to join IEC Telecom Group?
IEC Telecom Group stands as one of the leading providers of global satellite services. With a legacy of over 25 years, IEC Telecom Group is renowned for delivering top-tier satellite-based solutions. We offer reliable end-to-end voice and data services precisely when they are most critical. Our focus lies in enabling digitalization in remote land locations and the maritime sector, where GSM coverage is limited or unavailable.
We provide robust satellite backup solutions for urban networks to ensure uninterrupted operational continuity for our customers. Our portfolio encompasses a wide range of satellite solutions, value-added services, and products, including handsets and VSAT services. Furthermore, we offer round-the-clock comprehensive lifecycle support for satellite-based solutions. IEC Telecom Group has offices in eight countries: Denmark, France, Kazakhstan, Norway, Singapore, Sweden, Turkey, and the United Arab Emirates.
As a millennial, I have been influenced by the compelling concept of globalization facilitated by connectivity. I always aspired to have a greater impact on this process, rather than being merely a participant. I chose a career in marketing as my way of contributing. Joining IEC Telecom Group made me realize that I could pursue my dream further.
What could be more motivating than providing access to this crucial resource to individuals who are excluded or have limited connectivity? Today, connectivity goes beyond basic communication; it serves as the engine driving digitalization. From an economic standpoint, it bridges the opportunity gap by making the latest technologies, such as telemedicine, remote maintenance, and e-learning, accessible to all, regardless of socioeconomic status.
Could you outline the company’s primary products or services? How do they differentiate from others in the market?
From a corporate perspective, digitization enhances effective professional networks and streamlines internal processes, enabling businesses to operate sustainably and future-proof their operations. On a social level, it connects families and friends who may be geographically separated.
Satcom is no longer solely about connectivity; it encompasses operational efficiency. IEC Telecom Group ensures business continuity for its clients, regardless of their operating region—whether it be deep seas, rugged mountains, or vast deserts—by providing a reliable network in areas without GSM coverage. In recent years, IEC Telecom Group has made significant investments in developing various applications tailored for low bandwidth settings. As a result, it is now possible to conduct video conferences, perform remote maintenance, and exchange large amounts of data through limited satellite channels at prices comparable to those offered by terrestrial operators.
“We keep you connected beyond limitations” is more than just a slogan; it is our strategic objective deeply ingrained in the essence of our company. We are committed to going above and beyond, addressing the specific technical requirements of each project rather than providing a one-size-fits-all approach. Our goal is to deliver cost-effective solutions tailored to the unique needs of each project.
In my opinion, IEC Telecom Group is uniquely positioned to dominate the market for personalized satellite communications. Our integrated approach and in-house design and engineering capabilities allow us to create fully customized solutions. This is where we excel, and this is the path we should continue on.
Tell us about your team.
I am fortunate to work in a multicultural environment with a team dispersed across Asia, the Middle East, and Europe. This aspect contributes to my daily growth as both a professional and an individual, and I consider it a privilege.
My team comprises internal and external experts. The internal team members possess the fundamental skills and domain knowledge that form the backbone of our marketing initiatives, while the external experts act as a “rapid reaction” force, enabling us to adapt swiftly to evolving communication trends.
Please provide a summary of your professional experience.
As a driven senior marketing executive, I have accumulated over 13 years of experience in various industries, including aviation, oil and gas, and satellite communications. I have successfully managed and executed integrated marketing programs for both B2B and B2C sectors.
My leadership abilities, project management skills, and expertise in guiding teams across different locations have consistently positioned me as a high-performing individual who elevates projects to new heights. I take pride in driving teams toward achieving their own KPIs and shared brand objectives.
What are the key achievements throughout your professional journey?
In my view, there are no small or large accomplishments. At the start of my career as a junior marketer, I felt honored to be part of significant company initiatives and trusted to represent my organization in international discussions. As a mid-career specialist, I challenged myself to work internationally and put my skills to the test in the multicultural environment of the UAE.
Starting from scratch at that time, I take great pride in progressing from an operational executive at a local events agency to becoming the Vice President of Marketing and Communications at a global company in less than nine years.
My journey with IEC Telecom Group has been filled with numerous successes that bring me joy. In the past, our marketing communications relied on a decentralized approach, with each office developing its own plans. When I took on the role of global marketing, I centralized our communications and established a powerful, globally recognized brand with a clear positioning and shared identity.
Over the past four years, the marketing infrastructure of IEC Telecom Group has undergone significant transformation, including rebranding, international PR campaigns, digital presence growth, and thought leadership development through participation in prestigious conferences. Our work in the satellite industry has gained global recognition, and we are particularly proud to have received the “Best Marketing Campaign” award from Thuraya Telecommunications (a leading global Satcom operator) in 2021 and 2018.
Achieving such changes requires teamwork rather than the efforts of a single individual. I am truly grateful for the dedication and enthusiasm of my team, and I sincerely appreciate the confidence and support of the IEC Telecom Group Board. Looking back, I can confidently say that we have accomplished a great deal, but there are still many more achievements to come.
Is there a particular client experience you would like to highlight?
IEC Telecom Group operates across diverse markets, both on land and in the maritime sector. As a marketer, I develop communications for various customer groups. Due to the nature of our business, we often operate under confidentiality, as many of our clients represent government sectors, humanitarian NGOs, and large-scale enterprises.
However, I can share an interesting case with you. In 2018, we provided satellite communications to research vessels operated by the Kazakhstan Agency of Applied Ecology (KAPE) in the Caspian Sea. KAPE’s scientific work in the Caspian Sea involves daily communication with clients and technical experts onshore, generating a significant amount of raw data. On average, each client project requires the transfer of 30GB to 50GB of data from the ship to shore per month.
Through the Thuraya Orion Edge system provided by IEC Telecom Group, KAPE was able to optimize bandwidth, control data usage using compression tools, and minimize the data required for accessing and running research programs. Additionally, we supplied the vessels with a crew welfare solution, allowing seafarers—who often spend weeks away from their families—to use their personal devices for VoIP calls and popular messaging applications, enabling them to stay connected with their loved ones.