Yana Shoybekova is a Kazakh entrepreneur, co-founder and shareholder of Citix, a business combining outdoor advertising with urban technology. During her leadership, Citix developed its smartboard network and secured investment from Tim Draper. Operational leadership passed to Gotstsa Oligova in January 2026. (forbes.kz; digitalbusiness.kz)
Shoybekova’s career includes the transformation of an existing advertising business.
Who Yana Shoybekova is
In a 2020 Forbes Woman interview, Shoybekova described herself as Citix’s co-founder and chief executive. The company developed urban information screens combining information for residents with commercial advertising. (forbes.kz)
Citix announced a CEO change in January 2026. Shoybekova, also known as Yana Shoy, stepped away from operational management while remaining a shareholder involved in strategy. (digitalbusiness.kz)
The Citix entry in Startup Radar provides a company overview.
Citix’s press release of 21 February 2024 also identifies Bakhtiyar Kubessov as co-founder and chief business development officer (CBDO). (webdisclosure.com)
Yana Shoybekova’s education and early ventures
In a 2024 Forbes profile, Shoybekova described studying accounting and auditing at the economics and business faculty of Kazakh National University. She combined study with work at an oil company, where she moved into human resources. (forbes.kz)
Advertising followed. Her 2020 interview describes working at Respect and subsequently establishing the events agency ECS Group. She later participated in crisis-management projects. (forbes.kz)
In September 2024, she told Weproject about her preference for building her own systems and drawing people into a shared undertaking. (weproject.media)
How Citix developed
According to Shoybekova’s Forbes Woman interview, Citix grew from Billboard Video. Her team invested in the business in 2016 and took over its management in 2019. (forbes.kz)
A later Forbes profile traces the development of smartboards: digital structures displaying advertising alongside traffic, weather and other urban information. The business combined advertising inventory with a technology product. (forbes.kz)
The commercial logic starts with the customer. Advertisers want access to audiences at particular urban locations. Screen placement, control over campaigns and evidence of results matter to that purchase. Public information adds another use for the infrastructure, while the economics of advertising remain a separate consideration.
RAEM discusses the wider sector in its overview of Smart City and IoT in Kazakhstan.
Products and technology development
At the date of review, Citix’s official website accepted requests for advertising on smartboards across Kazakhstan. The site was being updated, so the current version did not provide a comprehensive picture of international operations. (citix.me)
One documented technology expansion was the Quantum transaction. In 2023, Forbes reported that Citix acquired a 49% stake in the engineering startup. Their joint venture, Quantum by Citix, introduced Shark, a taxi-roof device designed to work with urban information. (forbes.kz)
In January 2024, Shoybekova reported almost KZT5.5 billion in revenue for 2023. (digitalbusiness.kz)
Investment
Forbes reported Tim Draper’s investment in Citix on 29 December 2023. The report connected the relationship to Hero Training, a programme run by Astana Hub and Draper University. (forbes.kz)
In January 2024, Shoybekova described the terms as $1 million for a 1% stake, plus an option for a further 2%. The earlier Forbes announcement reported more than $1 million at a $98 million valuation. (digitalbusiness.kz; forbes.kz)
The transaction is covered in RAEM’s article on Citix and Tim Draper’s investment.
Stated plans
The January 2026 leadership announcement identified managed growth, Smart City infrastructure and advertising technology as priorities. They belong to a new phase of operational management. (digitalbusiness.kz)
Timeline
- 2016: Shoybekova’s team invests in Billboard Video. (forbes.kz)
- 2019: The team takes over operational management. (forbes.kz)
- 2023: Citix announces the acquisition of 49% of Quantum. (forbes.kz)
- December 2023: Tim Draper’s investment is reported. (forbes.kz)
- 7 January 2026: Gotstsa Oligova becomes CEO; Shoybekova remains a shareholder. (digitalbusiness.kz)
Frequently asked questions
Who is Yana Shoybekova?
A Kazakh entrepreneur, Citix co-founder and shareholder, and its former chief executive. (forbes.kz; digitalbusiness.kz)
Is Yana Shoybekova still CEO of Citix?
No. Gotstsa Oligova took the position on 7 January 2026. (digitalbusiness.kz)
Where did Yana Shoybekova study?
She told Forbes about studying accounting and auditing at Kazakh National University. (forbes.kz)
Did Tim Draper invest in Citix?
Yes. In January 2024, Shoybekova described $1 million for a 1% stake and an option for another 2%. (digitalbusiness.kz)
