Sona Abbasova is a seasoned communications and marketing leader with more than two decades of international experience in shaping brand reputation, strategic storytelling, and stakeholder engagement. As Director of Corporate and Marketing Communications at Azercell, Azerbaijan’s leading telecom operator, she leads campaigns that position the company as both a digital enabler and a responsible corporate citizen, integrating corporate and marketing communications, CSR and outreach to drive brand equity and public trust.

Beginning at HSBC in an emerging post-Soviet Azerbaijani market back in the 90s, she learned the rigour of brand management and crisis communications. At the European Bank for Reconstruction and Development in Baku and London, she learned how to transform strategy into actionable communication initiatives, managed global events, and engaged with civil society. As Corporate Communications Director at PASHA Bank - one of the largest corporate financial institutions in Azerbaijan, she built a new brand identity, translating corporate advantage into a resonant story.

An alumna of IE Business School, Sona combines academic insight with hands-on leadership.

She is passionate about creative excellence, purpose-driven storytelling, and harnessing the power of a brand as a force for progress.