Baku, Azerbaijan – June 2026 – PASHA Capital has appointed Gulshan Jumayeva as Chief People, Customer & Communications Officer, expanding her leadership responsibilities to oversee people strategy, customer experience, communications, and organizational culture across the business.
Jumayeva moves into the executive leadership position after serving as Head of Marketing and Communications at PASHA Capital, where she established the company’s marketing and communications function from the ground up. During her tenure, she developed the organization’s first integrated 360-degree marketing communications strategy, strengthened media engagement, enhanced brand visibility, launched internal communications initiatives, and successfully increased employee engagement through strategic employer branding and culture-building programs.
Before joining PASHA Capital, she served as Head of Marketing & Communications at Code Academy, leading brand positioning, communications strategy, and stakeholder engagement initiatives for one of Azerbaijan’s leading technology education institutions.
Earlier, Jumayeva spent more than six years with Bank of Baku OJSC, where she progressively advanced through several leadership positions, culminating as Director of Public Relations and Advertising Department. During this period, she led public relations, advertising, media relations, corporate communications, and corporate social responsibility initiatives, significantly enhancing the bank’s public visibility and stakeholder engagement.
Prior to that, she held senior communications leadership roles with Rabitabank OJSC and FINCA Azerbaijan, overseeing public relations, corporate communications, CSR programs, media relations, and internal communication strategies across both financial institutions.
Earlier in her career, Jumayeva worked with organizations including UNDP, Reliable Future Youth Organization, British Council Azerbaijan, and the Azerbaijan Child Helpline Service, where she built extensive experience in leadership, stakeholder engagement, advocacy, communications, youth development, and social impact initiatives.
With nearly two decades of leadership experience spanning financial services, education, development organizations, communications, marketing, customer engagement, and people leadership, Jumayeva has established a strong reputation for building brands, strengthening organizational culture, driving stakeholder trust, and leading transformative communication and engagement strategies.
In her new role, she will be responsible for shaping PASHA Capital’s people agenda, customer experience strategy, corporate communications, employer branding, and organizational culture as the company continues its growth across Azerbaijan’s financial services sector.
About PASHA Capital
PASHA Capital is one of Azerbaijan’s leading investment companies, providing comprehensive investment and financial advisory services to both retail and institutional clients. The company offers brokerage services, margin trading, underwriting, portfolio management, foreign exchange solutions, fixed-income securities, equities, derivatives, and financial advisory services.
As part of the broader PASHA Group ecosystem, PASHA Capital plays a significant role in supporting the development of Azerbaijan’s capital markets through innovative investment solutions, advisory capabilities, and customer-centric financial services.
Read Also : When HR “Produces Nothing”: A Response to Jennifer Sey’s Anti-HR Vision
The Fine Balance: Navigating Work, Life, and Mental Wellbeing
Mind the Leadership Gap – From Learning to Real-World Impact
How the Adecco Group is empowering its employees for the future of work
