Anara

Anara Bekmukhambetova

Marketing. Business strategy. Change management.

I have 10+ years of experience in marketing, PR & events, business strategy and product management, was a member of transformation team in postal and bank systems. I am passionate about marketing. For me marketing is more then promotion, advertising, creative, analysis or inspirational content. Marketing is a business philosophy.
Doing research in change management.

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Work experience

Head of marketing at
State annuity company (Insurance)

Digitalization of the client component of the business. Launch of the CRM system. Increase in sales due to returning customers. This in turn led to a 12% increase in revenue.

Project manager of "Rebranding" and "Client's personal account and website redesign". Site visits increased by 45%, total page visit time increased by 1 minute 12 seconds, leads increased 3 times.
Brand awareness has doubled.

Organization of a strategic session for 16 branches, conducting training on brand strategies and communication with clients.

Communication with the media, clients and partners. 7 articles about services, 3 offline speeches of top management, 2 interviews of the Chairman were realised.

As a transformation team was responsible for trend analysis, patterns and opportunities for the business I helped change internal processes, to improve customer engagement which resulted in more customer enquiries.

Business partner at Consulting company
Intelligent Business Lab (part-time)

Consulting in implementation of a development strategy:
setting goals and objectives, competition and analysis of prospects, roadmap.

Checking and maintaining strategic alignment of business ideas,advise and control strategic fit of changes under implementation

Head of strategic devision at
Bank Center Credit

Оrganized first banking hackathon with the National Bank of the Republic of Kazakhstan. As a results 3 projects were implemented - CRM, pre-scoring, gamefication

Updated Bank's Development Strategy (change management). Support the deployment of transformation and create change-related tasks, communication, training and knowledge materials relevant to the needs of the projects during transformation.

Created "Bank of ideas", that formed the basic of IT-strategy and HR- strategy. That helped to increse level of customers satisfaction to 89%

Managing Customer Service, analyse the client environment and implement a client-focused mindset, increase NPS to 92%

Head of marketing/Senior marketing manager at Kazpost

Redesign corporate website "Kazpost"JSC. The winner in the nomination"The Best Corporate Site" at theNational Internet Award(www.award.kz)

MyKazpost mobile applications. The application is in the top-30 Rating ofmobile applications in Kazakhstan(www.forbes.kz)

Implement financial product “Salem, tenge!”, sales growth up at 56%

Organazed international events at the state level (200+ participants), presented products and services at International Economic Forum

Managing Transformation team in marketing block. As a result created new Marketing plan, implemented new Tariff police and incresed NPS to 98%.

As a transformation team launched high-impact projects, that decreased postal delivery time in 2 times

Change angel 'Young wind of transformation'

Education

I graduated with Bachelor’s degree in Economics (2009) and Master’s degree in Economics and Business (2010) from the Kazakh University of Economics in Almaty, Kazakhstan. Then decided to continue my studies in marketing at the University of Stirling, UK (2011). Now I am doing my PhD in business and management at Corvinus University of Budapest, Hungary. I am constantly improving my knowledge and exploring new directions. Some diplomas and certificates are presented below.

Publications

My research topic is Change management in business. I have published academic papers “Comparative analysis of change management models” (April, 2021) and “The impact of change management on the development of business sphere” (December, 2020).

Comparative analysis of change management models based on an exploratory literature review

Nowadays, a lot of companies are faced with the urgency of change in their daily operations. This is especially relevant in modern business development conditions when constant changes are considered critical for a company to adapt to market requirements and the global economic situation. The paper presents the audit of the most famous change management models - Lewin's model of change; theory E and theory O of organizational change; ADKAR model; and Kotter`s model.

The impact of change management on the development of business sphere

Re-engineering, digitalization, change management. This is especially relevant in modern business development conditions when constant changes are considered critical for a company to adapt to changing market requirements and the global economic situation. Every approach to change management attracts attention to various aspects of this problem, but at the same time, they do not exclude but complement each other.

Let's get to know better

Hi, I am Anara! I was born and grew up in Almaty, Kazakhstan. I have 10+ years experience in managing marketing and communications, branding, business projects and in the past 6 years was involved in transformation projects (with Big4 consultants). My experience in communication, comprehensive promotion, bringing projects to a qualitatively new level of development. I was a member of transformation team in postal and bank systems. I am constantly improving my knowledge and exploring new directions. As a part of transformation team, I was involved in helping to understand the overall transformation holistically by working cross-functionally with subject matter experts, consultants and business partners. Results include new product innovation, performance increases and positive changes in organizational culture.

As a PhD candidate doing research in change management in Hungary and this is my competitive advantage, because I have theoretical and practical experience. Currently I'm a marketing manager at Green Brother - EIT InnoEnergy HUB Hungary and EIT Urban Mobility RIS HUB.

Organization of training for branch directors

Recommendations

will be provided upon request

Anara has such important qualities for a successful career skills as purposefulness, ability to fruitfully apply in everyday work, acquired academic knowledge and practical skills, work in a team, flexibility in working with colleagues, the desire to constantly improve their professional level, as well as conscientiousness and commitment in the performance of tasks.
I consider Anara an initiative person, who knows how to defend his point of view, very promising and able to solve complex problems production issues and I can recommend her as a qualified, responsible employee.

Azat Mashabayev

Deputy Chairman at Kazpost

Anara showed excellent communication skills and consistently exceeded company's strategic goals. She is a hard-working young woman, who understands the goals and always ends on them. She is resourceful and dynamic and has a special ability with a problem. Anara is friendly and gets along with her as well as her staff. She is highly respected, both as a person and professionally. I'm confident that she will surpass your expectations in this new role.

Yerzhan Assylbek

Deputy Chairman, Member of the Board at Bank CenterCredit

Anara is a qualified marketer, a conscientious and proactive employee. She was managing projects as Redesign of official web site, Rebranding of «State Annuity Company» JSC and development a new product line. During the work, she proved herself to be a responsible and purposeful leader, able to prioritize, shows good communications skills with employees of the head office and 15 branches. She was awarded an honorary letter of the Chairman of the Management Board for initiative and active work.

Alemzhan Akazhanov

Deputy Chairman, Member of the Board at State annuity company

Anara.career@gmail.com