The world belongs to those who want to make a difference and gender is no barrier. With sheer grit and determination, a woman can move mountains. It is this unfaltering resilience that we see in Anastassiya Gulmetova (Founder), and Madina Bettencourt Henriques, (Co-founder) of Foresight Marketing Kazakhstan, each demonstrating a unique story of their own, they are exemplars of grit, glory, and gumption.

Anastassiya has worked for more than 15 years at Samsung Electronics Central Asia, where she held positions as Head of Product Marketing and later as Head of Brand Communications. Her main focus and expertise have been in developing winning strategies for products and brands that align with business objectives and cater to customer needs. Throughout this period, she successfully implemented more than 200 strategic projects and marketing programs and played a key role in the successful launch of over 20 new products into the market. Relying on her rich marketing skills, knowledge, and experience, Anastassiya aspires to make a meaningful impact not only for a single brand but for multiple companies in Kazakhstan.

Madina, on the other hand, first discovered herself at AIESEC, an International Student Organization. It was there that she learned to lead, research, plan, and strive for goals. She began to travel for events, and conferences, which she believes is the best way to get to know the world - following some purpose. She has also spent nine years at Samsung managing marketing activities for five countries. This gave her enormous experience in country specifics, team management, strategic perspectives, and performance-driven marketing approach.

At Foresight Marketing, they are bringing security and experience to each project operating with honesty, transparency, and ethical behavior while creating a strong foundation for success. Let’s hear it from them.

Anastassiya, tell us about the underlying idea behind the venture and its various areas of specialization.

We established Foresight Marketing because we felt it ourselves - what it is to carry the responsibility for marketing strategies that will impact sales in the millions and execute something different and new. We saw that corporate structures are rigid and the market does not have space for wild or loose advice – the stakes are too high. We knew almost instantly what we could offer: we dive deep, we research more about what the client has and we care for it as much as the client does. Our experience gave us the base but it is our commitment to the client's success that keeps us being  called for repeat work.

“We became ‘change agents’ - building business & marketing strategies for our clients that empower them to establish a blue ocean presence in the market”

Madina, what are some of the most critical challenges you encounter as a marketer in today’s business landscape? What steps do you undertake to overcome them?

It is seen that many firms do not engage in strategic planning and even if they do, they are poor and illconceived. This is because most organizations are so embroiled in their internal problems, the top management does not have the time to engage in strategic management. They spend most of their time tackling problems rather than preempting problems. Secondly, most clients avoid changes because they are afraid of the unknown, driven by well-honed habits, and convinced the past will reappear and save them. In our client meetings, our constant endeavor is to alter this perception because it is crucially important for business success to build a strategy before proceeding with tactical actions. Equally important is the implementation of the strategy, which inherently involves embracing and incorporating changes.

Anastassiya, could you share the top milestones achieved by Foresight Marketing? What is the vision for the firm’s next growth phase?

We received an immense response and like-minded people in the face of large companies in Kazakhstan to our vision and mission. We became ‘change agents’ - building business and marketing strategies for our clients that empower them to establish a Blue Ocean presence in the market and catalyze positive transformations within their respective industries. Our vision is to obtain expertise in various industries that will help us build a leading consulting company in Kazakhstan and Central Asia.

Madina, how do you foresee the marketing landscape evolving in Kazakhstan? Which industry trends will create the biggest impact in the years to come?

Brands are maximizing their digital footprint to increase conversions through effective strategies. With performance marketing merging with brand marketing, there is a new level of creativity and innovation. Consumers today are guided by emotions and impressions; hence, the biggest trend is emotional marketing (economy of impressions) that we see in the hotels, restaurants, catering, banking, and retail industries. Moreover, the Concept of Investment Policy until 2026 and the Concept for the Development of the Financial Sector until 2030 adopted in Kazakhstan, which has designated ESG as a long-term strategic priority, testify to the increasing importance of sustainable development for Kazakhstani companies and banks.

Anastassiya, what would be your advice for budding leaders?

The business landscape is constantly evolving, you must be able to adapt to change and seize new opportunities. This means being agile, embracing new technologies, and constantly learning and improving. While exploring the entrepreneurial journey, you will learn things about yourself. Reinforce the good ones and drown out the ones that harm your goals. Learn to manage your workload between you and your business partner; business is not family but your family will be proud of your business.

Anastassiya Gulmetova, Founder, Foresight Marketing Kazakhstan

A certified Chief Reinvention Practitioner, a member of the Global Alliance of Reinvention Professionals, and an experienced marketing leader with numerous accolades to her name including Best Practice Global Awards (successful introduction of a hybrid camera to the market of Kazakhstan), Best Brand Penetration (Mongolia/brand penetration/200,000 visitors on launch event).

Madina Bettencourt Henriques, Co-Founder, Foresight Marketing Kazakhstan

An expert in Marketing Communications in the countries of Central Asia and Mongolia with a track record of launching more than 10 products on the market. She is recognized by the Pool of Top Talents of the Global Talent Pool of UNICREDITGROUP (the second-largest banking group in Italy) in 2010