/ News / General news / Meet the Experts: Blauberg Team Insights. This edition of our Meet the Experts series shines a spotlight on the creative force shaping how Blauberg is seen — and felt — around the world.
Meet Anastasia Kubanova, Brand Manager at Blauberg Group, whose work bridges continents and cultures. With a background in marketing and a passion for aesthetics, Anastasia has spent the last seven years transforming complex technical solutions into compelling, human-centered brand stories.
From launching campaigns across diverse markets to ensuring that our image remains consistent yet adaptable, she understands the delicate balance between global vision and local relevance. Her approach blends strategy with empathy, precision with creativity — and proves that even in a highly technical industry, emotion is what makes a brand truly alive.
🔍 In this interview, Anastasia shares her journey from marketing enthusiast to brand leader, reveals the challenges of speaking to different markets in one unified voice, and offers her perspective on future trends that could redefine the ventilation industry.
Part 1. Introduction
1. Anastasia, tell us how long you have been with Blauberg Group and how you started your career with the company.
Hello, I have been working at the company for seven years. I am a marketing specialist by education, which is a very broad field that includes many other related areas: PR, SMM, brand marketing, brand strategy, research, etc. I have always been interested in this career because it offers a wide scope for research and many opportunities to try something new and exciting. So, seven years ago, I joined the company as a brand manager assistant and, after a couple of years, I was promoted to brand manager.
2. How did you end up in the ventilation industry? Was it a deliberate choice or an unexpected career turn?
The ventilation industry was totally new to me, apart from residential fans, which are literally available in every home. I knew nothing else. When I was invited for the job interview, I did some research, of course, and was surprised by the wide range of products, categories, areas of focus, and number of markets the company operates in, to say nothing of the importance and benefits of ventilation. I immediately felt that I could be part of something big and important.
Part 2. The job of a brand manager
3. What does your typical workday look like — if you can even call it “typical”?
Large and successful projects are the result of small actions repeated every day. Preparing for a large-scale exhibition, managing social media for many of our brands, preparing printed materials, creating video content, developing strategies, or launching advertising campaigns — all of this shapes the overall perception of the brand, but it wouldn't be possible without a daily routine of small but important and systematic actions.
4. What is the most challenging aspect of building a unified Blauberg image for different markets?
Different markets have different cultures, with their own history and corresponding consumer behavior patterns. For some, ventilation is a necessity, while others consider it a luxury. Climate, building codes and standards, and consumer priorities play a major role here.
Taking all these nuances into account, the brand must remain consistent while speaking the language of each market.
5. What three words best describe the Blauberg brand?
Energy-efficient, reliable, adaptable.
Why? Because our products always meet quality and energy efficiency standards. We are a reliable and responsible manufacturer and a trusted partner for our customers, and we adapt to every market challenge.
Part 3. On markets and strategy
6. Blauberg Asia is a relatively new direction for the group. What are its key objectives and how does it differ from the European business?
Its development is driven by differences in culture, climate, consumer behavior, and standards between markets. To respond to these factors, it is not enough to just sell products that are popular in Europe — solutions must be adapted to the humid and hot climate, higher air pollution, regional building codes, and energy efficiency requirements. Blauberg Asia combines European precision and quality, years of manufacturing experience, and a profound understanding of local needs. Behind its success is an international team of professionals who know the specifics of local markets inside out and know how to transform global technologies into solutions that work for the region.
7. What global ventilation trends do you consider most promising for Blauberg Group in the coming years?
The world is currently pursuing AI technologies, with B2C manufacturing giants competing to see who can implement these technologies in their products the most and the best. I believe that ventilation will not be left behind. Integrating AI with smart home systems, alerts about high CO2 levels, humidity, temperature, etc., self-monitoring systems, predictive control based on consumer preferences or planned events – all of these are not a distant future, but a real scenario that could become standard for the premium segment in a few years.
Part 4. Personal
8. What skill or personality trait has helped you most in your career?
I consider my strongest trait to be my ability to find common ground with anyone. It is very trendy to talk about emotional intelligence, but I believe that it is precisely the ability to understand other people's emotions that helps build effective interactions with the team, clients, and partners. I believe that even in the technical field, there is room for emotions, and they are what makes a brand come alive.
9. Where do you look for inspiration for new ideas and campaigns?
I am an aesthetic person, so I get most of my inspiration from accumulating visual experiences — that is, from developing my “visual literacy” by visiting art galleries, contemporary art museums, looking at the architecture of different cities, and being in nature — all of this inspires me, helps me generate ideas faster, and distinguish between what is good quality and what is mediocre.
