A female CFO’s cultural intelligence edge crafts an unusual and successful path.
Ask Auvasha Moodley about her career path, and she’ll tell you, “It’s been very undesigned.” But that’s not to say it lacks direction. Over two decades, the Rhenus Logistics finance director has gone from the boardrooms of South Africa to the streets of Mexico City.
Throughout her career, she has been led by one core passion: “I’m fascinated by learning different traditions, cultures, ways of doing things.” It’s this cultural intelligence that’s set her apart, particularly as a woman navigating the male-dominated world of global finance.
Auvasha’s career began in the early 2000s with UTi, later acquired by DSV. “I was very fortunate to be given opportunities at an early age by managers who believed in me,” she recalls. “I never knew anything about logistics or even what freight forwarding was at that point.”
As UTi expanded across Africa, she found herself traversing the continent at a time when infrastructure was often unreliable or non-existent. “Some airports were an ocean container that one or two people sat in and stamped your passport as you entered the country,” she laughs, remembering those early days.
As her responsibilities grew to include the Middle East and later Europe, Auvasha faced new hurdles, particularly as a woman in leadership. “I can clearly remember in the Middle East going into meetings where people would completely ignore me, as if I wasn’t even present.”
Rather than letting these experiences deter her, Auvasha used them as fuel. “Those experiences made me stronger,” she says. “I’m grateful for those experiences, because they gave me a different perspective and helped me gain confidence.” Instead of shying away, she leaned into the cultural nuances of each new environment, developing a leadership approach rooted in both strength and sensitivity.
"I soon realised that confrontation is not the way to deal with cultural differences," she explains. "You need to believe in yourself and bring your expertise to the table." This self-belief, coupled with a willingness to observe and adapt, became the cornerstone of her leadership style. "You have to appreciate how others operate," she advises. "It doesn’t mean you have to change who you are, but you can take the best from every experience to become a better leader."
Her journey hasn’t always been easy; it has required tough decisions and a willingness to take risks. "There was a time when my then-company had a global hiring freeze," Auvasha shares. "I knew I could stay put for 18 months and likely get promoted, but I would have been bored. So, I left." This bold move, a testament to her belief in prioritising personal fulfilment - even in the face of professional uncertainty.
Auvasha’s approach to career planning reflects her unique blend of financial acumen and adaptability. “Finance people are generally very focused and structured,” she acknowledges. “But I’m also a firm believer that you can only plan so much. Take every day with the opportunity it gives you and don’t miss it, don’t have regrets, don’t look back and think ‘what if’." This philosophy has guided her through the unpredictable twists and turns of her international career.
Along the way, she has learned the importance of building and nurturing strong professional relationships. “It’s important to be honest and open about your ambitions,” she says, emphasising the importance of authenticity in connecting with others. It was through maintaining deep rooted relationships that led her to a coffee meeting with a former colleague and ultimately her current role.
Each career move brought new cultural landscapes to navigate, from the structured environments of European multinationals to the dynamic markets of emerging economies. “What draws me to emerging markets is the uncertainty. You never know what you’re going to wake up to the next day,” she says. “I became very thick-skinned through that. You go through a lot of hardships and difficulties, but you get exposed to so much.”
She acknowledges that being blessed with an extremely supportive husband, family and close friends has enabled her to face challenges head on, knowing that she has them cheering her on. Her resilience and self-assurance were fostered from a young age.
“My parents were very open-minded,” she shares. “They didn’t insist on the traditional path of university immediately followed by a job.” This progressive upbringing, particularly within her Indian community, instilled in her a deep sense of equality. “I’m a female,” she states matter-of-factly, “but I’m equivalent. I am good enough. I can do this.”
This quiet confidence has been crucial in navigating the often-subtle biases women in male-dominated fields still face. “You shouldn’t want to try to prove anything to anybody,” Auvasha advises other women. “You need to prove it to yourself.”
Auvasha’s journey demonstrates the expanding role of the CFO in today’s globalised business landscape. Her experience with global acquisitions, system implementations and navigating complex regulatory environments across different countries showcases the need for CFOs to be more than just financial stewards.
“In many of these countries, the companies were small enough that you could see the end-to-end operations,” she explains. “You understood how things worked, what could go wrong and why strong financial controls were essential.”
This hands-on approach has shaped her collaborative leadership style. “I enjoy understanding and working with operations from a financial perspective,” she shares. This cross-functional mindset, coupled with her cultural intelligence, has been key to her success.
For women aspiring to leadership roles in finance and logistics, Auvasha’s story is one of inspiration and practical guidance. It proves that while challenges persist, they can be overcome through persistence, adaptability, cultural intelligence and a commitment to excellence.
“Working and everything that I’m passionate about is who I am, whether it’s in my personal capacity or in work, and it just flows throughout,” Auvasha says. This integration of personal passion and professional expertise is perhaps the most valuable lesson from her career. It’s a reminder that authentic, culturally fluent leadership can drive personal fulfilment and organisational success in our increasingly complex, interconnected world.
