Yasaman Hadjibashi is the Chief Creation Officer at Barclays Africa Group.
Yasaman’s roots in banking started at Wells Fargo in California, where she worked during her time as an undergraduate student at the University of California, Berkeley. After episodes at PwC and Deutsche Bank in USA, she completed her MBA from Harvard Business School upon which she joined Barclays in 2010 in London having worked in senior management positions in product innovation and execution across digital and mobile, as well as in client/customer experience and design.
After helping build Barclays Bank's Group Data function together with Dr. Usama Fayyad throughout 2014, she was appointed as the first Chief Data Officer of Barclays Africa Group in February 2015 with a base in Johannesburg, where she defined and has since been leading the bank's data transformation across the continent creating a portfolio of award-winning and intelligent customer-centric data products (winner of the 2017 Gartner Award for Best Advanced Analytics & Data Science, 2016 I-COM Data Creativity Awards for the Emerging Markets and General category as well as finalists at the 2016 Cloudera Data Impact Awards) that represent her deep focus on transitioning the banking experiences to predictive and personalised ones.
As part of this exciting effort, she has also launched Bankbot’s, Africa’s first ever fully AI-enabled banking chatbot within Facebook Messenger that connects with new millennial customers on a range of product and service information via friendly and natural conversation. In addition, her humanitarian passion for strong macro-societal impact and innovation has led her to launch eSuccess, an initiative focused on creating a replicable global framework that could engineer motivation and drive in young individuals through latest mobile technologies and using big data. This strong societal lens led her to be selected for the Presidential Leadership Scholars program, a partnership designed for leaders who shared a commitment to helping solving society’s greatest challenges.
Yassi now defines, lead and execute the bank's innovation agenda including leading RISE innovation hub in Cape Town. Her current focus is the accelerated creation of new innovative consumer solutions and experiences for the continent leveraging her deep expertise in product design, digital, and data as well as tapping into the wide global ecosystem of FinTech startups. Her vision for Africa is to co-create for the bank’s customers and all consumers with the brightest entrepreneurs, thinkers, and companies worldwide.