Seto Kusbekian, CTP

Seto Kusbekian, CTP, Says a Mindset Shift Drove His Treasury Career

“Treasury is close to my heart because it matches my personality and nature,” said Seto Kusbekian, CTP. “I thrive in fast-paced and high-pressure environments — especially during times of crisis or uncertainty.”

Seto’s first job in treasury was as a Junior Treasurer at Azadea Group in Beirut, Lebanon. From there, he moved into the role of Treasury Analyst with Webcor Group in Dubai, U.A.E. “That role exposed me to the administration and optimization of a TMS, shifting my mindset from purely operational and tactical to more analytical,” said Seto.

The next major milestone in his career was joining GAC Group as a Treasury Operations Manager. As both his first managerial role and the first time Seto had been exposed to end-to-end treasury operations at a group level, his mindset shifted again — this time from analytical to managerial. After four years in that role, he was promoted to Assistant Group Treasurer.

Seto was working toward his MBA at the same time, which he said further expanded his managerial mindset. “It helped me see the bigger picture and approach challenges and solutions from different perspectives and configurations,” he said.

Seto credits all of his prior managers for molding him into the treasury leader he is today. “They all had one thing in common: They were tough on me,” he said. “Early in my career, that wasn’t always easy to appreciate, but looking back now, I understand why. I believe they saw potential in me that I had not yet fully recognized in myself.”

His managers all consistently pushed him outside his comfort zone, challenging him with increasingly difficult responsibilities and encouraging him to grow both technically and professionally.

The role comes with its challenges

The role of Assistant Group Treasurer comes with many challenges, according to Seto. “One of the key aspects of my role is supporting subsidiaries across different countries, time zones, currencies and financial environments — all while maintaining a consistently high standard of work and service,” he said.

Team management is another core aspect of Seto’s daily responsibilities. “Leadership comes with accountability and great responsibility,” he said. It involves motivating people, providing clear direction, mentoring team members and fostering a positive, productive team spirit.

These are the crucial treasury skills

“Agility and adaptability are paramount,” said Seto. In treasury, change management isn’t a surprise — it is an expectation. “If you prefer routine and are resistant to change, treasury may not be the right fit for you.”

Failing to embrace technology and automation is not an option, according to Seto. “Technology is reshaping the treasury landscape at a rapid pace,” he said. “Treasury teams should absolutely embrace it — not to replace human thinking, but to complement and enhance it.” He has seen firsthand how AI can automate repetitive tasks, improve cash forecasting, strengthen fraud prevention, and enhance stress testing and scenario analysis.

Consistent with Seto’s own career journey, he said relationship management is one of the most important‚ and often underestimated‚ skills in treasury. Treasurers interact with a wide range of stakeholders, from internal teams such as IT and FP&A to external partners such as banks and rating agencies. “Building strong, lasting relationships based on trust and mutual respect is essential for long-term success in treasury,” he said.

As for skills Seto is working to develop, he said knowledge of and practical experience in debt capital markets, asset liability management and green financing are at the top of his list. “These are areas that are becoming increasingly important in modern treasury, and I believe they will play a major role in the future of corporate finance,” he said.

The CTP is a necessity, not a luxury

“When I first registered for the exam, I had doubts about whether I would be able to achieve it,” said Seto. “Knowing the value the CTP would bring to me and my career, as well as the organizations I work for, kept me motivated.”

Seto said it took him about six months to prepare for the exam, using a combination of the “Essentials of Treasury Management” book and the CTP Exam Prep Platform. He dedicated short but consistent study sessions on weekdays for theory, using weekends for practice questions and mock exams. “Consistency and discipline were the keys to my preparation process,” he said.

Earning the CTP is something Seto said he felt validated his experience, increased his confidence and demonstrated his commitment to excellence in the treasury profession. He also credited the certification with providing a strong technical foundation, supporting his progression into a more advanced treasury leadership role and helping him stand out in a highly competitive market.

“If someone is serious about building a long-term and successful career in treasury, the CTP is not a luxury; it’s a necessity,” he said.