Gulnara Abdullina, CEIBS alumna (MBA Class of 2009) and recently named Businesswoman of the Year in the Solar Industry by European CEO magazine, exemplifies leadership transcending boundaries. Her journey is not just a story of professional growth, but of the power of education in bridging diverse cultures and industries. To learn more, we spent time getting her thoughts on the importance of cross-cultural communication, the exciting and innovative professional culture of renewables, and the professional and personal impact of her time at CEIBS.

From CEIBS to the pinnacle of renewable energy

Gulnara's insights begin with a refreshing take on her recent Businesswoman of the Year award as she is quick to point out: “Leadership is not about your gender but about who you are.” Foremost, she hopes to encourage women to overcome self-doubt and embrace leadership roles, especially in traditionally male-dominated industries, and sees the renewable energy sector as a relatively meritocratic industry.

Gulnara Abdullina’s experience: Bridging East and West

In the rapidly globalising world of renewable energy, particularly in the solar sector, cross-cultural communication competence has emerged as a key determinant of business success. Many companies initially headquartered in China are now expanding their reach globally, necessitating a nuanced understanding of diverse markets and cultures.

Gulnara Abdullina's 15 years of experience in Chinese renewable energy companies, including her previous role as General Manager for the Middle East and North Africa at Jinko Solar, underlines the significance of cross-cultural competence. Her journey highlights the importance of communication skills: on one hand, translating and adapting messages from China to suit international markets, and on the other, conveying market feedback and regional insights back to the headquarters in China.

The vital role of cross-cultural communication

This dual communication flow requires a deep understanding of cultural nuances and business practices, with the ultimate goal being to ensure that strategies and messages resonate locally while aligning with the company's global vision. This involves not only language translation but also cultural adaptation, ensuring that the essence of the message is preserved and effectively communicated across different cultural contexts.

Gulnara emphasizes that while technical and industry-specific skills are important, the ability to communicate effectively with internal and external stakeholders is paramount. “Communication is by far the most important and strongest soft skill,” she says. This involves not only conveying information but also listening, understanding, and responding in a manner that builds trust and facilitates collaboration. It is the art of balancing the communication needs of diverse team members, clients and stakeholders, ensuring that everyone is aligned and working towards a common goal.

The CEIBS effect: Shaping a global leader

Bridging Cultures

Gulnara credits CEIBS for pivotal transformations in her career: changing function, industry, and region. “CEIBS has played a critical role in my career, in its formation and path.” She explains, “CEIBS was the catalyst that enabled me to navigate from a commercial role in FMCG in the US to leading a major division in the renewable energy sector in Europe. CEIBS has also been a cornerstone of my learning of Chinese culture and mindset, thanks to curriculum as well as fostered friendships with local classmates.”

Learning for Life

The CEIBS MBA programme's impact on Gulnara was profound, providing her with a holistic view essential for senior leadership. “CEIBS ingrained in me a blend of entrepreneurship, economics, and a global outlook that has been instrumental in my journey”.

Beyond Business: A Humanitarian Perspective

Gulnara's narrative extends beyond business successes to her sector's human side. “Working in renewables aligns with a greater purpose – contributing to a sustainable future and engaging in meaningful community initiatives,” she says.

The legacy of CEIBS - Global Networking and Connection

A decade after her graduation, Gulnara remains actively connected with the CEIBS community. “Whether it’s alumni reunions or seminars, CEIBS has been a continuous source of learning and networking,” she says. “It's heartening to see how CEIBS has grown in global stature over the past few years; it's not just a prominent brand in China but a vast network reaching far and wide.”

Gulnara’s travels have been touched by this reach. At an airport in Shanghai, a glance at a fellow traveler's CEIBS pin sparked an instant camaraderie between her and a fellow alumnus, despite their different program backgrounds. In Ghana, a similar encounter unfolded when she met a professional sporting a CEIBS pin, a connection from Nigeria and a fellow alumnus from our Accra campus. These experiences underscore how CEIBS serves as a beacon, uniting us across continents, cultures, and industries.

Gulnara Abdullina's journey illustrates how CEIBS shapes leaders who not only excel in their careers but also contribute meaningfully to global challenges. Her story is an inspiration to our alumni and prospective students, showcasing the limitless possibilities that a CEIBS education can unlock.

Gulnara Abdullina’s insights on growth in the renewable energy sector

Post-COP28 ambitions and the rising tide of renewable energy

In the wake of COP28's landmark decision to triple the deployment of renewable energy sources, the sector is poised for exponential growth. This surge is not limited to solar energy but encompasses wind, energy storage, green hydrogen, electric vehicles, and more. Such an ambitious expansion feeds a strong demand for a diverse range of talents, beckoning professionals from various industries to join this transformation. As renewables is still an emerging sector, learning best practices from more established industries is still necessary to avoid mistakes and accelerate growth, thus professionals with a transferrable skillset from other industries are welcome to join the sector and make an impact.

Cross-industry collaboration and diverse career opportunities

The renewable energy sector is fertile ground for innovation, benefiting from the infusion of perspectives and expertise from mature industries like telecommunications and automotive. With renewable energy companies expanding their ambitions, there's a growing demand for skills across multiple domains - from frontline sales and operations and technical roles to general functions like Marketing, Legal, Finance, Logistics, and HR. The sector's diversity in products and services means that while technical know-how is advantageous, it's not a barrier to entry. Gulnara invites talent, from other, more mature sectors to join, bringing fresh perspectives and ideas” and she adds: “you will never get bored, as it is a new and highly dynamic industry".

Renewables: A catalyst for inter-industry growth

Renewable energy's influence extends beyond its immediate sphere. Companies like LONGi Solar are at the forefront, supplying equipment to large solar farms operated by various entities - from utility companies to independent power producers to Oil & Gas companies. This shift is mirrored in energy consumers like IKEA and Amazon, who are increasingly engaging in renewable energy procurement. There are plenty of industrial energy-intensive players globally who must decarbonize their production and output, thus, must procure energy from clean sources. Additionally, asset management firms and investment funds are delving deeper into the sector, seeking more control and involvement in renewable projects from early stages.

The emergence of green hydrogen

Green hydrogen, although in nascent stages, is another enabling technology required to accelerate energy transition and reduce carbon emissions, especially in heavy industry and transportation. Almost all of the current hydrogen produced is coming from fossil fuels, and it is used as a feedstock for production of fertilizers, oil refinery, and fuels production. The vision is replacing grey hydrogen with green one for its current use as well as enabling new applications, such as fuel cell-powered transport, energy carrier, industries and manufacturing, heating, etc.  Cost of green hydrogen production, technology maturity and efficiency, sufficient policies and regulations, as well as uncertainty of demand are the main current barriers to scale up green hydrogen production. Geographically, it will cover the globe: from potential export countries, such as Australia, China, Chile, Saudi, Oman, Namibia, Morocco to importing countries in Europe and North America. This emerging industry represents a unique opportunity for early involvement and learning in a field poised for significant development.

Renewable energy: A dynamic and rewarding industry

The renewable energy sector stands out for its dynamism as well as its potential for personal fulfillment. It's an industry where change is constant, driven by geopolitical shifts, evolving government strategies, and the ongoing quest for energy security and decarbonisation. New financing models and market dynamics ensure a vibrant and ever-evolving landscape. Working in renewables goes beyond professional growth; it offers a sense of contributing to the greater good and engaging in meaningful community initiatives, from providing solar solutions to war-affected areas to supporting displaced populations.

Thus, the renewable energy industry represents a unique blend of industrial impact and personal satisfaction. It's an arena where setting up a simple solar panel can illuminate a child's education in Africa, epitomizing the profound human impact of this sector. For those seeking a career that combines professional dynamism with the opportunity to make a tangible difference, renewable energy emerges as a compelling choice.

Learn more about the CEIBS MBA programme here.