The Aspen Trust Group is one of the pioneers of the corporate service industry in Cyprus, specialising in the planning, implementation, and management of financial solutions for Corporates and High-Net-Worth Individuals. For two decades it has operated with a steadfast commitment to transparency, efficiency, trust and proactiveness, ensuring that its clients break business frontiers and sustain market success. Industry expert, Marina Zevedeou holds the office of CEO at the Aspen Trust Group and has managed to upkeep and expand the Group's reputation both nationally and internationally.

In an exclusive interview with Women Entrepreneur, Zevedeou gives more insights into her professional journey and the unique business operations of the Aspen Trust Group. 

Can you talk more about your professional background?

After working for international conglomerates, I decided to start my own business. My national roots as well as the brilliant incentives offered prompted me to set up the Aspen Trust Group in Cyprus. I have found that being a CEO, a female one no less, requires the perfect balance between professional is mand kindness. One needs a strong stomach to persevere against fierce competition, economic crises and a pandemic. At the same time, I find it paramount that I create relationships of trust with my employees and clients so as to ensure that their needs are satisfied, and I am a part of their success story. My hands-on commitment and determination is a defining feature of the Aspen Trust Group.

Give us a brief overview of the various roles and responsibilities you undertake? 

As the CEO of the company, I make sure that our company is visible and active in the global market. As such, PR and marketing as well as business development and the set-up of strategic alliances are crucial parts of my responsibilities, in order to ensure that our business is viable, relevant, and financially sound. Given the ever-changing market conditions, my success lies on whether I ensure our business model is more agile than ever while, at the same time provide proactive and added value service to our clients. My deep technical knowledge and vast expertise on the field, as well as my frequent, hands-on approach to client issues enhances my direct visibility to clients which in turn strengthens their loyalty and trust to us. We are, after all their truly trusted partners.

What are some of the major milestones in your career?

Achieving the qualification of Chartered Accountancy in 1992 and subsequently working for English male-dominated firms at a time where extremely few women and even fewer Cypriots worked in the field was a major achievement for me. Also, working for corporate giants in my field such as Price Waterhouse in London and Athens, Arthur Andersen and Deloitte in Cyprus are achievements I feel very proud of. Receiving the 2022 Gold Award as the 'Woman of The Year' in the category of Leadership, Financial Organisation (CEO/Member of the Board) by City wealth London was also an extremely gratifying moment for me.

“My advice is for women to stop comparing themselves to others and stop thinking they need to be perfect to belong in male-dominated spheres”

My biggest milestone, however, was when I bought the Aspen Trust Group and parted ways with my business partner in 2019. This maximised my autonomy and self-empowerment, finally giving me the reins of the company and allowing me to claim its successes as mine after so many years of efforts in building up the company to that which it is today. In 2020 I restructured and rebranded the Aspen Trust Group so as to reinvent our services, a necessary step given the influx of new compliance and anti-money laundering legislation. Another important milestone was motherhood; rearing two wonderful children while managing my own business, thereby trying to strike a healthy work-life balance, has been a continuing and exhilarating challenge in my life.

What is your management style?

I lead by example. I work extremely hard, arriving first in the office every morning and leaving last every night. I am persistent and completely focused on my goals and I lead with integrity, determination and grit that outweighs negativity or thoughts of failure. I promote good teamwork and healthy competition amongst my employees, while delegating effectively ensuring we meet deadlines, provide the best quality services, and overcome bottlenecks on our way. I follow the progress throughout to ensure rapid and effective conclusions.

I encourage transparency, honesty and respect through good communication and the building of trust-based relationships. I nurture these relationships with employees and clients alike, making them feel as a part of the Aspen Trust Group family. People who work with me feel the support of a trusted listener and know I will always add value by giving my honest and constructive feedback.

“Given the ever-changing market conditions, my success lies on whether i ensure our business model is more agile than ever while, at the same time provide proactive and added value service to our clients”

I encourage happiness at work, I am close to staff and work relentlessly to understand their needs and provide them with a happy environment to flourish. I promote diversity and inclusion. At one point in time, we had 15 nationalities employed by our Group who spoke 23 different languages. I love the Art of Business and my excitement for new ideas transpires and inspires others, as I have experienced time and again in amazing transformations that come about.

What initiatives promoting women are you involved with and what advice would you give to women entrepreneurs?

I am the president of Women's Indian Chambers of Commerce and Industry in Cyprus(WICCI-Cyprus) promoting women entrepreneurs and strengthening the business relationships between Indian and Cypriot women. I am also the Cyprus Country Chair of the G100 Global Trade Wing an empowered Group of women leaders aiming to change the world for women.

Furthermore, and as part of the UN's outreach efforts to businesspeople, I exchanged my views with a UN officer on matters pertaining to women entrepreneurs in Cyprus as well as broader female empowerment considerations.

Assisting and mentoring women is a subject very close to my heart. I employ many women in our organization and have been actively mentoring women trainee accountants for more than 20 years.

The advice I always give to women striving for success is also my life moto: "You may go over, you may go under, and you may go through, but you never give up!”

Success is relative and the road to achieving it is not set in stone. No one has the perfect formula for achieving greatness as most people have historically obtained it through the privileges of their sex, class, or nationality. My advice is for women to stop comparing themselves to others and stop thinking they need to be perfect to belong in male-dominated spheres. Find what you love, trust your gut, and persevere relentlessly. Learn quickly, be yourself and strive for your own empowerment. You are the author of your success story!