The adage ‘take life as it comes’ reflects a leadership style that thrives on adaptability, resilience, and seizing opportunities. Annie Yadav, Director of Sales at Stenn Technologies, exemplifies this mindset through her dynamic journey from foundational roles to entrepreneurship and eventually, high-level leadership in the finance industry.

Annie’s career is a testament to turning challenges into growth opportunities. From entry-level positions in training centers and call centers, she quickly ascended the corporate ladder, landing at a boutique advisory firm, where she gained deep insights into business operations and identified strategic market gaps. This experience ignited her passion for finance, leading her to become well-versed in international trade finance.

As a founding pillar of boutique financial advisory firm, which allowed Annie to develop a broad spectrum of expertise, working with diverse clients ranging from startups to established enterprises. Her entrepreneurial success sharpened her industry knowledge, transforming her into a seasoned professional with a comprehensive understanding of financial markets.

In an exclusive interview with Women Entrepreneur Review, Annie delves into her professional journey, her leadership philosophy, and the future of her company. Let’s explore her insights.

What are the key areas of expertise you have developed as a sales and finance leader?

I have always had a natural knack for sales, which I have honed over the years through mentorship, practical experiences, and continuous learning. My unexpected entry into finance occurred when I joined a boutique advisory firm, which fueled my passion for trade finance. Since then, I have committed to expanding my expertise across various industries and staying at the forefront of financial innovations.

Tell us more about Stenn Technologies and your role as Director of Sales.

Stenn Technologies is a fintech leader, headquartered in the UK with a global presence spanning the US, China, India, and beyond. We specialize in cross-border trade finance, offering solutions like import and export factoring to help global suppliers and buyers.

In August 2023, Stenn established operations in India, and I was the first hire to lead sales. I built the India sales infrastructure from the ground up, managing everything from system setups to early revenue generation.

Now, as Director of Sales, I oversee the pan-India sales operation, with a focus on export and reverse factoring. Beyond sales, I manage partnerships, strategic alliances, and product development to enhance our market penetration. Supporting my team and ensuring they have the resources to meet ambitious targets is also a crucial aspect of my role.

What are your key areas of focus for driving growth at Stenn Technologies?

SMEs play a pivotal role in the global supply chain, especially with the rise of the China Plus One strategy. At Stenn Technologies, we are dedicated to supporting SMEs in India by simplifying cross-border trade. With increasing demand for sustainable, high-quality products from India, particularly from markets like the UK, US, and Europe, we are focused on ensuring suppliers overcome liquidity challenges.

India’s financial ecosystem, while stable, can be complex and slow-moving, making it difficult for businesses to access capital through traditional means. Our goal is to provide SMEs with quick, collateral-free financing solutions that can fuel their growth. By focusing on these critical sectors, we aim to elevate India’s export ecosystem.

What are some of the most critical challenges you encounter in your current role? What steps do you undertake to overcome these roadblocks?

One of the most critical challenges is navigating the highly competitive and cutthroat Indian market. Indian promoters are well-informed, making it essential to continuously improve our products and after-sales services to stay ahead.

Another challenge I face, personally, is operating as a woman in a leadership position in a predominantly male-dominated society.

I remain firm in my decisions and let my work speak for itself. I effectively manage these challenges and continue to lead with confidence by staying true to myself and maintaining a strong, consistent work ethic.

Can you highlight some of the significant milestones in your career? What has been your success mantra over the years?

Each position I have held, whether as an associate, a director, or a startup founder, has been instrumental in shaping my career. Every step has broadened my vision and helped me grow, both personally and professionally.

For me, the key to success lies in balancing integrity with a blend of hard work and smart work. The fusion of these two approaches forms a powerful formula for achieving sustained success.

An advice for aspiring women entrepreneurs and business leaders: Listen to your mind, trust your instincts, and focus on your work. Your work speaks for itself— it requires no justification.

A business leader you admire: - I admire Ratan Tata for his exceptional ability to lead with both vision and compassion. He redefined what it means to be a successful business leader by proving that profitability and social responsibility are not mutually exclusive. His unwavering commitment to ethical practices and his focus on uplifting society, especially through initiatives in healthcare, education, and rural development, reflect a deep sense of purpose beyond business.

Annie Yadav, Director Of Sales, Stenn Technologies

Annie holds an MBA in Finance and Marketing from Punjab Technical University and a PGDBM in Mass Communication and Advertising from Ahmedabad Management Association. Her diverse career includes roles such as Senior Vice President of Business Development at Tradewind, Vice President at Bridge Gap Financial Services, Vice President of Channel Sales at PrimaDollar.