Anna Fadeeva

An English teacher by training, Anna Fadeeva entered AV without a technical or engineering background. Her route through teaching, operations and business development has instead given her a career built around communication, relationships and working across cultures.

At AVHub Global, where she progressed from business development manager to director – business development, Fadeeva focuses on developing key accounts and identifying new opportunities across multiple markets. She describes her approach as deliberately relationship-led: understanding a customer’s business and needs before recommending a solution, rather than selling around stock or short-term targets. Over time, she says, this has helped turn individual transactions into long-term commercial relationships.

Her earlier career still informs how she works. Teaching English taught her that understanding something and explaining it clearly are very different skills, while operations developed her problem-solving ability. Fadeeva now sees that combination as a strength in an industry she initially had to learn from scratch.

She would like AV to become more open to people from unconventional professional backgrounds, arguing that the sector increasingly needs skills beyond hardware and engineering as it overlaps with IT, AI, software, workplace technology, content and user experience.

For Fadeeva, attracting new talent also starts with visibility: showing young people the creative, commercial and technological breadth behind the AV experiences they already encounter every day.