Criteo

Diana Abdrakhmanova

Diana Abdrakhmanova is currently posted as a Global Talent Transformation, Senior Director at Criteo. Having over 20 years of experience in human resource leadership, strategy, and operations, she has introduced and optimized multi-level HR procedures, mentored global people teams and led talent acquisition and employer branding campaigns. In addition to these, she has managed organizational restructuring, mergers and acquisitions, and also digital transformation. As a trained human resources professional and well-being mentor, Abdrakhmanova aims to empower individuals and organizations to achieve their goals.

In an exclusive interview with Manage HR Europe, Abdrakhmanova shares her valuable insights on the challenges, trends and best practices in HR management space.

Could you please introduce yourself to our readers, including your job role within the company and some personal background?

I currently serve as the Senior Talent Transformation Director at Criteo, having joined the company as a result of an acquisition. Having over two decades of experience in HR, with 15 years in senior and executive roles, my focus has shifted towards a more strategic capacity in HR rather than an operational one. I have tremendous experience working with small to medium-sized companies which allows me to understand how strategies, policies, and processes influence overall company success. In addition, I have previously served as the Vice President for people functions at IPONWEB, which was acquired by Criteo in 2022.

What are the current challenges that your clients are encountering, and what measures is your organization taking to address and alleviate these challenges effectively?

I have been with IPONWEB for three years. The company faced challenges during the COVID-19 pandemic, including relocations and acquisitions, and the fluctuating economic situation. My primary HR challenge has been addressing employee well-being, as personal stress and uncertainty have a profound impact on their overall welfare. Another such challenge is managing of remote teams and maintaining engagement in different locations with different cultures. The third challenge lies in ensuring effective D&I, which is crucial for a global company with different locations and cultures. The key to ensure a company's success is being aware and equipped with necessary skills to navigate these cultural differences.

“The key to ensuring a company's success is being culturally aware and equipped with the necessary skills to navigate these cultural differences.”

We at Criteo actively promote wellbeing through various activities such as awareness campaigns, morning meditation, workshops, and training on mental health aid, helping employees and managers recognize signs of burnout and deep stress. We also engage with diverse communities to promote cultural understanding and support. In addition, the organization conducted an engagement survey to gather feedback on employee disconnection and to develop a plan to address these concerns.

What according to you are the game-changing technologies, strategies, or upcoming developments your company foresees as transformative for your industry, potentially reshaping its landscape?

AI is significantly influencing various operational processes as companies are increasingly employing this technology in recruitment, learning, development, and performance management. I have received training as a coach on strengths from Gallup (Gallup's Clifton Strengths assessment is an online tool that helps people discover and develop their greatest talents) recently, which makes me believe that AI is a game changer for the industry. I believe that this focus on coaching in management, as opposed to control or manipulation, has the potential to reshape the industry.

What advice would you offer to individuals and businesses navigating this industry?

I have an academic background in arts, psychology, and human resources, with a focus on technical aspects. I believe that a background in mathematics or economics is crucial for HR professionals to make informed decisions and identify the right focus. I would also recommend investing time in educating oneself on data management, Microsoft Excel, IT tools and the various techniques in HR. Another piece of advice I would offer is to avoid an exclusive focus on internal organizational matters. In addition, it is essential to stay updated with market trends and test their applicability within the organization. I would also encourage agility and being open to learning from failures.