Female Founder Friday: In Conversation with Raisa Khamidullina, Founder of PromoLens

From Rural Roots to AI Innovation: Raisa Khamidullina’s Journey

From her early days in a rural village in the Soviet Union to revolutionising the way retail and e-commerce companies strategise their promotions with AI, Raisa Khamidullina’s story is one of resilience, curiosity, and vision. As the founder of PromoLens, Raisa has turned challenges into opportunities and dreams into reality. In this interview, she shares her journey in vivid detail, reflecting on her roots, the pivotal moments of her career, and her ambitions for the future of PromoLens.

FC: Raisa, your story is extraordinary. Could you take us back to where it all began?

Raisa Khamidullina: Thank you! It’s funny because I never thought my story was particularly remarkable until my co-founders told me otherwise. My journey started in a tiny, rural village in the Soviet Union—a place so small that you’d have a hard time finding it on any map. Life there was simple, but it was also incredibly formative.

Our village was surrounded by nature—endless fields, fresh air, and farmland that provided everything we needed. We didn’t have the luxuries that people talk about now, but we didn’t realise we were missing anything. We grew our own food, drank clean water from nearby streams, and lived close to the earth.

From a very young age, I had responsibilities. In the village, everyone had a role to play, even children. We didn’t call them “chores”—they were simply part of life. I would help with farming, taking care of animals, and other daily tasks. The rule in our household was simple: you finish your duties first, and only then can you play.

Books became my escape and my greatest joy. We didn’t have a library at home, but the village had a small public library. By the age of ten, I had read every single book there—everything from Russian classics like Dostoevsky and Tolstoy to science fiction by Isaac Asimov. Those stories shaped me.

The Russian classics taught me about human psychology, resilience, and the complexities of life. Science fiction, on the other hand, allowed me to dream beyond the limits of my reality. I vividly remember imagining myself working in genetics, winning a Nobel Prize, or even becoming an astronaut.

FC: You mentioned a dream of becoming a scientist. How did you end up in the corporate world instead?

Raisa: My first love was science, particularly genetics and biology. I was fascinated by the idea of solving real-world problems through science, like curing diseases or creating sustainable ways of living. After graduating from university at just 20—yes, I was an eager student—I was offered a position at the Russian Academy of Sciences. But the reality was harsh. The pay was so low that it was nearly impossible to survive on it.

At the same time, international companies were entering Russia. One of the first was Anheuser-Busch InBev, the largest brewing company in the world. They were looking for young people with some English skills, and I applied. It wasn’t part of my plan, but I saw it as an opportunity to earn a living and learn something new.

To my surprise, within three months, I was promoted to head of a division. I had no experience, but I wasn’t afraid. I thought, “Why not?” and jumped in.

Those first years were tough—full of long hours, constant learning, and trial by fire. But I realised that I loved the challenge, and it set the foundation for everything that came next.

FC: What brought you to Milan?

Raisa: In 2011, I was invited to Milan to join an Italian bank that was building its international division. The bank was rapidly acquiring other banks across Eastern Europe, Africa, and Russia, and they needed someone with an international profile to lead certain functions. I ended up heading the learning and development division, which was a fascinating challenge.

Milan changed my life. While I was there, I decided to pursue a long-held dream of earning an MBA. I enrolled in a Global Executive MBA program at SDA Bocconi, which was one of the most intense but rewarding experiences of my life.

For two years, I had no weekends or vacations. I used my annual leave to attend modules in places like Brazil, China, and California. I even studied at UCLA, where I met incredible people—some of whom became investors in my current venture.

Those two years were transformative. I learned not just about business but about myself. The exposure to different cultures, industries, and ways of thinking gave me a broader perspective and the courage to eventually pursue entrepreneurship.

FC: What inspired you to start your own company, and how did PromoLens come to life?

Raisa: Entrepreneurship had always been in the back of my mind, but it wasn’t until I moved to Serbia that it became a reality. Serbia is unique in how accessible it is to start a business. You only need about one euro in capital to get started, which was mind-blowing to me.

My first company, Fiks, was born out of my expertise in corporate education. We provided training in data literacy and AI to companies, especially banks, helping them bridge the gap between business and technology. It was fulfilling work, but I realised I wanted to do more than just educate—I wanted to create something tangible.

PromoLens was born from a combination of failure and serendipity. I was consulting on a massive AI project with a team of scientists. The project failed because the team didn’t have the experience to deliver what was promised. It was the most stressful period of my life, but it taught me invaluable lessons about team dynamics, accountability, and execution.

During that time, I met my current co-founders, including our Chief AI Officer, who is one of the best AI experts in Europe. We shared a vision of making AI practical and accessible, especially for businesses that couldn’t afford high-end consultancy services. That’s how PromoLens was born.

FC: Can you explain how PromoLens works and why it’s unique?

Raisa: PromoLens is an AI-driven platform designed to help retail and e-commerce companies optimise their promotional strategies. What makes us unique is our focus on practicality and accessibility.

Many companies, especially smaller ones, rely on guesswork for their promotions. PromoLens uses advanced algorithms to analyse historical data, market trends, and customer behaviour. It provides actionable insights, such as the optimal discount to offer, the best duration for a campaign, and the most profitable products to promote. Our goal is to empower businesses to make data-driven decisions that benefit both their bottom line and their customer relationships.

FC: What advice would you give to aspiring entrepreneurs?

Raisa:

• Take care of your energy. You can have the best ideas in the world, but if you’re too tired to execute them, they won’t go anywhere.
• Don’t fear failure. Some of my greatest opportunities came from what seemed like disasters at the time. Learn to see failure as a stepping stone, not a roadblock.
• Surround yourself with the right people. Your team and network can make or break your journey.

FC: What’s next for PromoLens?

Raisa: We’re scaling rapidly and forming partnerships with global retailers. Our goal is to make PromoLens an essential tool for businesses, offering them the insights they need to succeed in an increasingly competitive market.

From her humble beginnings in a rural village to leading an AI-driven company, Raisa Khamidullina’s journey is a testament to resilience, curiosity, and the transformative power of human connection.

A huge thank you to Raisa for sharing her story as part of Female Founders Friday. We’re here to support them throughout their fundraising journey.

Check out the PromoLens LinkedIn page here, to learn more about their vision and impact.

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Author: Gideon Stott, Digital Marketing Executive at FounderCatalyst