Following her expanded remit overseeing Eastern Europe and Central Asia markets, Anastasiia Babak was recently interviewed by Al Gibson to share her journey from learning English as a second language as a child to becoming an advocate for international learning experiences around the language and promoting the UK as an ideal location for international learners.
In the wide-ranging conversation, Anastasiia reflects on her experience working on both sides of the industry, first as an education agent and now as Sales & Marketing Manager at Academic Summer and how that insight shapes her understanding of what families and partners truly value.
She speaks about the importance of trust, safeguarding and academic quality in UK summer schools, as well as the long-term impact of immersive English learning. The interview also explores her passion for helping young people broaden their horizons through international experiences, and outlines her commitment to promote Academic Summer’s reputation for excellence while strengthening relationships across Eastern Europe and Central Asia.
Based in Ontario, Canada Anastasiia is Academic Summer’s Sales & Marketing Manager and a valued part of an international team made up of different nationalities and working across different countries.
Interview with Anastasiia Babak
Al Gibson: Congratulations on your extended remit now representing Academic Summer in wider markets. Tell us how you came to work with Helen Lami and the team.
Anastasiia Babak: I officially started at Academic Summer in 2024 and have been with the company for two years. However I previously liaised with Helen before I joined the team, when I was an educational travel agent at DEC Education in Ukraine. DEC had a long-term relationship with Academic Summer and the former owner, Natalia, had a friendly relationship with Helen for many years.
I knew Helen because she used to come to our education fairs. Every summer I sold many places on Academic Summer programmes, so I knew some people from the team. I visited London as an agent in 2019 and stayed at David Game College in London to help oversee one of the DEC groups at the Academic Camp there in Central London.
A challenging situation emerged and I was rather unbending in the negotiations. We still joke about that today because where a vacancy came up for me to work with Academic Summer, Helen wasn’t sure whether she wanted me on the team because ‘I was so tough!’ However she decided such skills could be a benefit to protect Academic Summer’s interests. So I still got the job!
Al Gibson: I imagine that strength of character is exactly why you’re so effective in your role now. Tell us about your qualifications.
Anastasiia Babak: I have a Master’s degree in International Relations and Foreign Policy. However, it was my parents’ dream for me to become an opera singer. So I entered the conservatory at 17 and studied opera for two years. I soon realised that I wanted a broader education. Music is very specialised and I wanted to understand more about the world. So I chose International Relations because it combines history, diplomacy and languages. They say people who are good at music are good at languages.
I studied at two universities at the same time, which was very difficult. After completing my Bachelor’s in music, I decided not to continue and instead focused on my Master’s in International Relations. It was a difficult decision for my parents, but it was right for me.
Al Gibson: So, where did you learn English?
Anastasiia Babak: I learned English all my life. My parents invested in my English from kindergarten. I always had a teacher. I also studied English at school and university, because my specialisation was connected to international relations.
English was my first foreign language and German was my second. I’m not very good in German because I don’t use it much, but at university we had to learn at least two foreign languages.
Al Gibson: Why do you think it is important for young people to learn English?
Anastasiia Babak: It connects them to the world. It gives them wider views and helps them become more open-minded. I believe critical thinking and open-mindedness start with knowing languages, because you can speak to people from different countries and understand their opinions.
Also, when you read information in the original language, not in translation, you understand it better. In the age of misinformation and information wars, it’s important to think critically and check sources. English is more than just an international language. It connects people and facilitates freedom.
“English connects you to the world!” – Anastasiia Babak
Al Gibson: So after graduating, you joined DEC where you focused on summer schools?
Anastasiia Babak: I worked in the language courses department. That included group summer courses, summer camps and year-round language courses for all ages.
DEC was a large agency and we sent many students abroad each year. After about a year and a half, I became Head of the Department. After COVID, a separate company was created within DEC and I became head of that division with my own team. Then I moved to Canada with my husband Anton and our cat, Mia!
My first year working for Academic Summer was in 2024 where I worked with Helen and Caroline at the Canadian camp at Rothesay Netherwood School (RNS) in New Brunswick. Before that, as an agent, I sold places at the Vancouver Island camp.
Al Gibson: Tell us about your role at Academic Summer.
Anastasiia Babak: I work in Sales and Marketing. Previously, Francisco and I divided regions. Now I have taken over his markets, especially Eastern Europe and Central Asia. This includes Russia, Ukraine, Kazakhstan, Uzbekistan, Azerbaijan, Georgia etc.
Al Gibson: Why do families in Eastern Europe and Central Asia want to send their children to the UK?
Anastasiia Babak: There are different motivations. The common reason is learning English in an English-speaking environment. But deeper reasons vary. Some families run businesses and want their children to study abroad and continue internationally. Some want their children to stay abroad. Others simply want them to experience another culture and lifestyle.
Our programmes are not only about English. They are about culture, independence and personal development. Parents also think about confidence, responsibility and maturity.
Al Gibson: Speaking from your experience as an agent, why do you think agents should choose Academic Summer?
Anastasiia Babak: Because of the high standard Academic Summer Camps offers. When I was an agent, I considered Academic Summer to be the equivalent in the field of education to a Ferrari in the motoring world. There are different price levels and different qualities. Academic Summer is premium because of its excellent quality.
Agents want reliability. They don’t want problems during the summer. With Academic Summer, I rarely had issues. Safety, food and accommodation were always covered at a high level.
I also worked with Living Learning English, which was the same high quality in homestay tuition. Bringing the two together makes sense.
Al Gibson: I get what you mean about Academic Summer being like a Ferrari although there are many high-end vehicles. You mean the Crème de la crème of summer education, the finest of the finest! However does this mean very expensive?
Anastasiia Babak: The service Academic Summer Camps offer is premium but reasonable for what parents and their children are getting. They are paying for top quality, safety and peace of mind. Parents want to sleep soundly knowing their child is safe and that they are having the best possible experience.
Al Gibson: Do you have examples of student success?
Anastasiia Babak: Many students have used Academic Summer as part of their pathway to UK university. I don’t know of any unsuccessful cases among those I worked with. One example was a student who first attended Living Learning English with his mother and then joined Academic Summer at David Game College. The family was extremely satisfied and he later continued his education in the UK.
Al Gibson: Is it better to travel in a group or individually?
Anastasiia Babak: It depends on the readiness of the parents and the student. If they are comfortable and independent, individual travel works well. For a first trip, some families prefer a group because it gives emotional reassurance. Academic Summer supports both options. See Bringing Groups to London: A Personal Perspective on UK Summer Camps
Al Gibson: Finally, how important has English been in your life?
Anastasiia Babak: English changed my life. I always thank my parents for investing in it. It brought me to where I am now. Because I speak English, I have been able to work in international education, even when living abroad. It gave me professional opportunities and independence. It has shaped my career and my future.
Connect with Anastasiia on LinkedIn or email her at Anastasiia.Babak@academiccamp.co.uk
Al Gibson is a business journalist based in Exeter. He started Countdown Creative in 2020 offering copywriting services to local companies, charities and organisations.