Spotlight
Zhuldyz Jumadilova
In this issue of Spotlight, we delve into the professional journey of Zhuldyz, whose career trajectory exemplifies resilience, adaptability, and professionalism. From her unexpected foray into journalism to her current role at the Astana International Exchange, she has built an impressive career marked by her dedication to communication and leadership. Beyond her professional accomplishments, her commitment to family, lifelong learning, and community involvement highlights the values that guide her life.
Corpcomms
Hello, Zhuldyz. It’s a pleasure to have you with us today. First of all, we are particularly interested in your journey that led you to the Astana International Financial Centre. Could you give us a brief overview of your career path?
Zhuldyz
Thank you. I’ve been working for about 23 years now. I could go on for ages, but I’ll keep it brief. I graduated from the International Relations Faculty at Kazakh National University. Initially, my education wasn’t related to journalism or PR - I actually aspired to be a diplomat. However, life took an unexpected turn.
When Kazakhstan’s National Television moved from Almaty to Astana, they were looking for young, inexperienced people to join the news service. Since many from Almaty didn’t want to relocate, I was hired despite having no experience. And that was how I found myself in television.
When Kazakhstan’s National Television moved from Almaty to Astana, they were looking for young, inexperienced people to join the news service. Since many from Almaty didn’t want to relocate, I was hired despite having no experience. And that was how I found myself in television.
That’s quite a remarkable start! It’s interesting that your original career goal was in diplomacy.
Yes, it was a bit of a surprise. I started as a news editor, initially covering international news, which aligned with my educational background. I worked for about five years in international relations, covering global news. Over time, I got involved with reporting on presidential visits and interviews, thanks to my fluency in English. It was an intense period of my life, where I would work late into the night editing reports and preparing for weekly analysis programmes.
It sounds like a lot of hard work, especially in the early days of your career. How did your transition from journalism to PR happen?
After eight years in journalism, I decided to move to communications. In Kazakhstan, there wasn’t much distinction between journalism and PR at the time, so I switched careers gradually. I joined a number of large companies, including KazMunayGas, Samruk-Kazyna, and Verny Capital, where I worked for several years.
That’s a wealth of experience. Can you share a memorable or challenging experience from your career?
Oh, there are many! One experience that stands out was in 2002, just two months after I started as a journalist. I was sent to cover the official visit of the President of Kazakhstan to the Netherlands and Belgium. It was my first international assignment, and I had no idea what I was doing.
My cameraman, Murat, who had one prosthetic leg, didn’t reveal this to me. I only found out after three days of filming with him. I was so focused on writing reports and collecting footage that I didn’t even notice his struggle. But despite all that, Murat never once complained. It taught me so much about resilience and professionalism.
My cameraman, Murat, who had one prosthetic leg, didn’t reveal this to me. I only found out after three days of filming with him. I was so focused on writing reports and collecting footage that I didn’t even notice his struggle. But despite all that, Murat never once complained. It taught me so much about resilience and professionalism.
What a powerful story. It’s clear you’ve had your share of challenges, but you’ve persevered. Now, you’ve transitioned into your current role at the Astana International Exchange. Could you tell us a bit about your work here and what your department does?
I joined the AIFC almost two years ago as the Head of Communications. Our team is responsible for managing external communications for the exchange, including media relations, press releases, and market updates. It’s been an exciting journey, but not without its challenges. Over the last couple of years, we’ve been navigating a period of growth and change, particularly with the integration of two exchanges, which required significant communication efforts.
It sounds like a dynamic role. What do you think is the most important aspect of effective communication in such a fast-paced environment?
In our field, communication is not just about delivering messages - it’s about being an integral part of the decision-making process. At the AIFC, communication plays a crucial role in shaping the organisation’s reputation.
As the Head of Communications, I’m involved in leadership discussions, providing insights into how potential decisions could affect our public image. It’s essential to ensure that communication is part of the decision-making from the very beginning, not just at the end.
As the Head of Communications, I’m involved in leadership discussions, providing insights into how potential decisions could affect our public image. It’s essential to ensure that communication is part of the decision-making from the very beginning, not just at the end.
That’s very insightful. How do you approach decision-making in your role, especially when dealing with sensitive issues?
I believe that in any organisation, everyone needs the freedom to make decisions and express their opinions. At the AIX, we foster a very open and collaborative environment where team members are encouraged to share their perspectives. We have a very flat structure here, which allows us to solve problems quickly and efficiently. The management team is also very hands-on and works closely with us to refine messages, press releases, and any content before it goes out.
It’s great to hear about such a collaborative atmosphere. What do you value most in your colleagues?
I value professionalism and mutual respect. Even though we often have differing opinions, we manage to address conflicts respectfully and reach agreements without compromising the quality of our work. This culture of professionalism, coupled with a sense of mutual respect, is vital for achieving success in our department.
It sounds like you’ve built a solid, effective team. On a personal level, how do you balance such a demanding career with your personal life?
I have three children and a husband. My eldest is finishing school, while my youngest is only three years old. Outside of work, I am entirely focused on my children, so I haven’t had much time to pursue hobbies. As for parenting, I don’t like to give advice to others, but I try to lead by example. For instance, when I was 39, I moved to the US to study with my children. I believe this shows my children the importance of constant learning and self-development.
That’s a powerful message to your children - leading by example is so important. Do you have any additional interests or activities outside of work?
Yes, I volunteer with TEDx, helping speakers prepare for their presentations. Many experts in their fields are not always comfortable with public speaking, so I assist them. Through this, I try to contribute to society using what I call “soft power.”
It’s inspiring to hear how you’re contributing to the community in such a meaningful way. What message would you like to share with our colleagues?
I think the most important thing is to define your own values. For me, family is the most important. As you know, our society places high expectations on women to excel both at work and at home. It’s a challenge, but staying true to what matters most to you is key.
Thank you so much for sharing your thoughts, Zhuldyz. Your journey and perspectives are truly inspiring. It’s been a pleasure talking with you today.
Thank you for having me. I enjoyed our conversation.