Precision, Perseverance and Opportunity: The Story of Yulia Simhi at Electra FM

On the occasion of International Women’s Day, we are proud to share the story of Yulia Simhi, Financial Controller of the Mobile Service Division at Electra FM. Goal-oriented and striving for excellence, that is how she defines herself, and these words say everything about the woman behind the role. This is a story of perseverance, professionalism and belief in one’s path, about a woman who chose not to give up on her professional dream even when personal life presented challenges along the way.

Yulia’s professional journey began immediately after completing her studies, when she joined an accounting firm as a bookkeeper and preparer of reports for self-employed clients. The work gave her a broad foundation in the financial world, but she quickly realized she aspired to deepen her expertise and join a company as a Financial Controller. “After two years in the field I understood that I wanted to work as a Financial Controller within a company,” she shares.

Yet as with many women, personal life and family took center stage at this point. Two consecutive pregnancies caused her professional dream to be set aside for a time, but the desire never disappeared. On the contrary, it only grew stronger. When she felt the time had come, Yulia decided to take the step. “I decided to try to get hired as a Financial Controller, and thanks to Michael Rubin, CFO, and Anastasia Valeiv, Finance Manager, I was given this opportunity at Electra FM,” she recalls. And so a new chapter in her professional journey began.

Yulia took her first steps at Electra FM in the Maintenance Division, working under the guidance of Anastasia Valeiv. That period was a true professional school for her. “Anastasia is a strong and professional woman who taught me the importance of attention to detail, precision and understanding the system as a whole,” she says with deep appreciation. After only eight months, Yulia was given the opportunity to advance to her current role as Financial Controller of the Mobile Service Division. “It has been a challenging, educational and especially enjoyable year,” she sums up.

For Yulia, the role of Financial Controller goes far beyond managing numbers and reports. It is a strategic position that requires a deep understanding of business operations. “As a Financial Controller I manage cash flow, examine project profitability and maintain the books in a proper manner. The controller’s perspective is holistic. You need to understand all the company’s activity, both operationally and financially. It is a very challenging and interesting role,” she explains.

One of the things that sets Electra FM apart in her eyes is the collaboration between the various companies and units within the group. Electra FM, which includes seven subsidiaries, operates within an integrative structure that enables mutual learning and sharing of professional knowledge. “Working together across companies allows us to meet additional talented people, to learn and to help one another,” she says. In such a professional environment, Yulia found fertile ground for growth.

The moment that left the deepest impression on her over the past year came with the closing of the 2025 annual financial report, a moment where behind the numbers lay a story of joint effort and meaningful achievement. “When I closed the reports I was filled with pride over the excellent financial results we achieved as a company, and over the work we did in the finance department to present the most accurate results possible,” she shares.

In the world of finance, as Yulia emphasizes, precision is everything. “In finance, accuracy is the name of the game. Even a small error in the numbers can lead to wrong decisions.” Yet alongside the demand for professional precision, she is careful to maintain a human and warm approach toward her team. “I always tell my team, this is not open heart surgery. You can make mistakes, and if you catch them in time you fix them. That is why I am here, to review and help correct,” she says with a smile. This approach, combining high professional standards with genuine trust and support for the team, reflects her management style perfectly.

Behind the professional woman stands a family that is the heart of everything. Yulia is the mother of three wonderful daughters, Nina, Shari and Amelia. When asked what the secret is to managing it all, she answers with a smile. “During busy periods I try to drop them off at their frameworks in the mornings, and my husband takes over most of the household management. It works for us.” And when the pressure at work rises, there is one motto that guides her: “There is always a deadline to the stress at work.” Four words that remind her that every challenge is temporary, and every crisis passes.

On the occasion of International Women’s Day, Yulia wishes to share a message with young women considering entering the world of finance and financial management. “This is a challenging and interesting profession that gives a sense of satisfaction and pride.”

Yulia’s story reflects the values that lead Electra FM: investment in human capital, creating opportunities for professional growth, and belief in people’s ability to develop and advance within the organization. This is a story of professionalism, perseverance and an opportunity that opened at the right moment and became a path of growth and success.

And as Yulia herself concludes with pride:
“I am proud to be part of the strength.”