From sneakers to lipsticks to telecom” is how Vlad Pozdyshev sums up his career graph. Born and bred in St Petersburg, Russia, he graduated from a state university and started his career with the Danish Consulate General in 1992, “in the early days of new Russia”, he elaborates.

Within a year, he changed tracks and shifted to the fast moving consumer goods industry. His first assignment in this space was with Reebok Russia, where he was responsible for establishing the footwear major’s presence in St Petersburg. Then, in 1997, he shifted to cosmetic major Mary Kay.

“Switching sneakers for lipsticks was quite a tough decision, though the choice was balanced out by the business model that provided one with the flexibility of expansion and direct access to customers,” he says.

The stint with Mary Kay involved a fair bit of travel and Pozdyshev had to move base twice, first to Kiev and then to London. While in Kiev, he was head of the company’s Ukraine operations and in London, he was head of its Western European operations.

His telecom innings began in 2005, when he joined MTS as director of projects. He quickly climbed up the ladder to become head of customer care in Russia. “There were many happy days of work, achievements and celebrations that made customer care an important component of the overall success of MTS Russia,” he says.

He came to India in November 2008 and started a new chapter in his life as chief customer experience and organisational excellence officer at Sistema Shyam TeleServices Limited (SSTL), MTS’s Indian arm. The country’s telecom sector presented huge challenges with stiff competition from the incumbent operators, but plenty of potential too. “India is a huge country with a diverse cultural and economic mix. Given this diversity, it is challenging as well as rewarding to understand the dynamics of working here. Doing things the SSTL way, we have found a place in the minds of consumers,” he says.

Travelling around the world and experiencing new cultures has always interested Pozdyshev. “My childhood in the erstwhile Soviet Union made me want to travel abroad to see new countries and experience new ways of living.” He has travelled extensively with his family, including to New Zealand and Australia.

Right now, he’s focusing on discovering India while pursuing his latest hobby, riding a motorbike. “I am expecting my new bike to arrive anyday. It would be cool to go for a long trip on the bike once it’s here.”