Daria Dubinina, the CEO and co-founder of Crassula, emerges as a dynamic and influential woman leader with a rich background in payments, e-commerce, and business development spanning over a decade. Her multifaceted role as a playing coach sets her apart, actively involved in daily IT development, product development, sales, and partner relations, as well as strategic activities such as budgeting, planning, and HR on a biweekly, monthly, and quarterly basis.
Drawing inspiration from Ben Horowitz’s philosophy in “The Hard Thing About Hard Things,” Daria believes there’s no universal formula for being the best CEO. Instead, she emphasizes the significance of internal resonance within the organization. Her leadership style is defined by the impact she makes daily within Crassula, where her voice carries weight, inspiring and empowering others to make a difference.
A defining moment in Daria’s career was the early stage of Crassula’s launch, where the initial struggle to secure investors could have been a setback. However, facing disappointment head-on, she made the strategic decision to focus on organic growth, navigating the challenges with resilience and pride. This experience became a cornerstone in her journey to building something substantial.
Daria Dubinina is not just a leader in business; she is also a proponent of diversity, equity, and inclusion. In an industry that still grapples with discrimination, Crassula actively addresses these issues by implementing initiatives to promote a more diversified approach in recruitment, promotion, and leadership assignments. As a female leader, Daria is dedicated to empowering her women counterparts within the organization, actively engaging with local female associations, participating in breakfasts, and mentoring programs to support and uplift women entrepreneurs. Her commitment to fostering an inclusive environment reflects not only in her words but in the tangible actions she takes to create positive change within Crassula and the broader business community.
In her relentless pursuit of staying at the forefront of industry trends and technologies, Daria Dubinina and her team at Crassula continually evolve their product roadmap. By incorporating advancements such as multi-currency money transfers, international bank funds settlement, SEPA transfers, crypto banking, and Automated ID and business verification, including PEP lists check and full data compliance, they ensure their platform remains feature-rich and aligned with the evolving needs of users. Regular participation in industry events like Money 20/20, Gitex Global, and Pay360 allows them to engage with experts, exchange insights, and stay abreast of the latest developments. Strategic partnerships with industry leaders, including successful collaborations with Clear.Bank, Modulr, Railsbank, Cryptobank, and others, further exemplify their commitment to driving innovation through collaboration.
Mentorship and networking have played distinctive roles in Daria’s career. Although she hasn’t had a mentor herself, she frequently finds herself in the mentorship role at various events and organizations. Notably, she recently spoke at the Advanced Transaction Monitoring Masterclass hosted by Crassula’s partner SumSub. While she actively imparts knowledge, Daria also seeks advice and consultations from others, particularly in navigating complex regulatory landscapes. For instance, during the introduction of the GDPR regulation in the EU, she and her team attended seminars, consulted with legal experts, and shared their experiences with other companies in the industry to emphasize the importance of compliance. Daria acknowledges the invaluable guidance she receives from her co-founders, leveraging their collective wealth of experience.
Maintaining a healthy work-life balance is crucial for Daria, given her high-level leadership responsibilities. Juggling multiple meetings per day with various departments and external parties requires meticulous day planning. Despite working remotely, she prioritizes me-time by scheduling outdoor walks or workouts throughout the week. Additionally, Daria is unwavering in her commitment to keeping weekends free from work, resisting the temptation of urgent calls or unexpected tasks. This dedication to balance underscores her understanding of the importance of personal well-being in achieving professional success.
In summary, Daria Dubinina’s tenure as the CEO and co-founder of Crassula stands as a testament to her resilient and innovative leadership style. Her playing coach approach, grounded in the belief that organizational success is an internal resonance, has steered Crassula to a prominent position in the ever-evolving fields of payments and e-commerce. Daria’s strategic acumen, evident in the pivotal decision to focus on organic growth during the company’s nascent stages, reflects her ability to transform challenges into opportunities for substantial achievements. Beyond the boardroom, Daria actively champions diversity, equity, and inclusion both within Crassula and the broader business community. Her initiatives to promote diversity in recruitment, coupled with her engagement in women-centric associations and mentoring programs, demonstrate a genuine commitment to empowering others. Remaining at the forefront of industry trends, Daria ensures Crassula’s platform evolves with the latest advancements, a commitment underscored by active participation in industry events and strategic collaborations. Through mentorship and collaboration, she navigates complex regulatory landscapes, exemplifying a multifaceted leadership approach that propels both her company and the fintech industry forward.
In her pursuit of excellence, Daria Dubinina strikes a balance between professional leadership and personal well-being. Her dedication to maintaining a healthy work-life balance, evident in meticulous day planning and unwavering commitment to work-free weekends, reflects a holistic understanding of leadership in the modern landscape. Daria personifies the contemporary leader – one who drives innovation, fosters inclusivity, and exemplifies resilience in the face of challenges.
