Banking on change
PROFILE: Barclays Africa chief creation officer Yasaman Hadjibashi
Iranian-born and US-educated Yasaman Hadjibashi has found herself in SA, where she is leading innovation at Barclays Africa
Yasaman Hadjibashi doesn’t immediately strike you as a tech geek. But the unassuming 34-year-old, with a mischievous smile and a twinkle in her eyes, is as techie as they come. Barclays Africa’s chief creation officer, Hadjibashi is passionate about putting the bank’s mountains of data to work — for its customers and its bottom line. On the back of the digital revolution, consumers expect on-demand, personalised experiences from financial services organisations, she says. And solving customer pain points is a job she believes is particularly suited to women because they “are damn good at putting themselves in the shoes of other people”. Iranian-born Hadjibashi speaks five languages: Farsi, German, French, Spanish and English. She was in her early years of primary school during the Iran-Iraq war. As a seven-year-old, she knew where to hide during an air strike. After finishing high school in Germany, where she is a citizen, Hadjibashi studied business administration at the University...
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