From building global operating models to relocating across continents to help shape a fast-emerging financial hub, Fei Pullinger-Yang has spent her career turning strategy into reality. As Head of Operations at Zodia Markets, she sits at the centre of the company’s international expansion, ensuring the business scales safely, efficiently and with institutional-grade precision.

In this interview, she reflects on her journey into operations, the opportunities within the Middle East and what it means to lead in an industry undergoing rapid transformation.

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Tell us about your journey into operations and what led you to join Zodia Markets.

My journey into operations started early in my career when I realised I naturally gravitated toward solving problems, creating structure and enabling teams to deliver at scale. I’ve spent my career building and scaling operational frameworks across financial services and over time I realised that operations is where strategy truly becomes reality.

What drew me to Zodia Markets was the opportunity to shape a global operating model in an industry undergoing rapid transformation. As Head of Operations, I saw the chance to build something from the ground up, establishing institutional-grade standards in a space where the bar is constantly rising.

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Operations is often described as the engine room of a business. What does your role involve day-to-day and what impact does it have on Zodia Markets’ success?

Day-to-day, my role is to ensure the business can operate safely, efficiently and at scale. That includes building core processes and control frameworks, managing cross-border operational flows, overseeing the client lifecycle and driving operational risk management.

When operations run well, the business grows with confidence. A resilient global operating model reduces risk, strengthens regulatory trust, enhances client experience and enables us to expand into new markets quickly and responsibly.

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You relocated from the UK to Abu Dhabi a year ago. What motivated that move and how has it shaped your perspective on both your role and the business?

Relocating to Abu Dhabi was a strategic decision. The region is quickly becoming a global digital-asset hub, and being here allows me to engage directly with regulators, partners and key stakeholders to help shape the future of the industry.

Living here has broadened my global outlook and strengthened my appreciation for regulatory diversity, cultural nuance and the opportunities within emerging financial centres. It has made me a more adaptable and globally minded leader.

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Zodia Markets is expanding internationally, including into the Middle East. What excites you most about building operations in this region?

This region is unique, there is clarity of vision, strong regulatory intent and a genuine appetite to attract institutional players.

What excites me most is the ability to design operational infrastructure aligned with forward-looking frameworks. The Middle East offers the opportunity to set high standards early, influence the industry’s direction and scale responsibly in a market that embraces innovation.

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What’s been one of the biggest challenges you’ve faced since making the move, and one of the biggest opportunities?

One of the biggest challenges has been harmonising global standards with local regulatory expectations across regions. Balancing consistency with flexibility is complex but essential.

The opportunity has been the ability to influence foundational decisions, building processes, risk frameworks and operating models that support long-term regional and global scale. In a fast-growing hub like this, the impact of operational leadership is immediate and meaningful.

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How do you keep global operations aligned when working across multiple jurisdictions and time zones?

Alignment comes from establishing clear global operating principles, consistent communication rhythms and a strong accountability culture.

We operate as one global function with shared standards, while regional teams are empowered to execute based on local nuance. Tools and structure play an important role, but alignment ultimately comes from people understanding the “why” behind processes and being equipped to execute them consistently.

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What do you think is unique about building operational infrastructure for a digital-asset business compared to traditional finance?

Digital assets require the same rigour as traditional finance, but with far greater agility. The pace of change is fast, regulatory frameworks are evolving and clients expect seamless, institutional-grade experiences.

The uniqueness lies in designing controls and processes that can scale with rapid innovation, without compromising on governance or risk management.

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Female leadership in digital assets is still rare. What does it mean to you to hold this position and what advice would you give to other women looking to follow a similar path?

Holding this role is meaningful because representation matters. I want women entering the industry to see that operational leadership in digital assets is not only possible but needed.

My advice is: don’t be deterred by the lack of visible role models. This industry rewards capability, resilience and ambition. Take opportunities early, be curious and trust your voice because diversity of thought is exactly what this sector needs.

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Looking ahead, what do you hope to achieve for Zodia Markets and for your own professional journey, over the next three years?

For Zodia Markets, my aim is to build a world-class operational engine – scalable, resilient and trusted by clients and regulators globally. This includes strengthening our international footprint, embedding robust controls and ensuring we can support rapid growth while maintaining excellence.

For myself, I want to continue stepping into broader strategic leadership, developing high-performing global teams and contributing to shaping the company’s long-term trajectory. Ultimately, I want to leave a legacy of operational excellence that enables sustainable global expansion.