Lobar Razzokova, a graduate of Central Asian University, International Business (2021–2025), didn’t wait for the perfect moment - she started acting early. Already in her first year, while many were still figuring things out, she stepped into a real working environment as an office manager at a private school. This wasn’t driven by necessity, but by a desire to understand how things actually work. It was there that she first saw how decisions are made and how processes function.
When choosing CAU and the International Business program, she was guided by the international environment and English-language education. The program gave her a structured understanding of business, taught her to work with data, and analyze processes. However, as she admits, a clear understanding of her profession didn’t come from lectures - it came through practice.
Alongside her studies, she moved into media, joining a TV channel where she gained her first serious experience in SMM. It became a real school of speed, responsibility, and results. That’s where she formed a key insight:
“Content is not about looking good — it’s about results, speed, and accountability.”
Over time, her focus shifted deeper — from creating content to understanding what stands behind it: perception, reputation, and influence. This led her into PR and personal branding.
Today, Lobar works as a PR Manager at Akfa Aluminium. She is responsible for communication strategy, positioning, and developing executives’ personal brands. Her work is about precision and meaning, where every word and action can either strengthen or weaken a reputation.
The most challenging part of her role is shaping perception — working with nuance and multiple factors. The most exciting part is turning experts into strong public figures. “The most exciting part is turning experts into strong media figures and seeing how they begin to influence an audience beyond their company.”
What inspires her is impact — the ability to shape how audiences think, perceive, and trust. Central Asian University gave her a strong foundation: the ability to structure large amounts of information, analyze data before making decisions, and see business processes beyond a single role. During her studies, she conducted research on the connection between digital engagement, customer experience, and loyalty — a framework she now applies directly in her work.
At the same time, she emphasizes that university provides the foundation, but real understanding comes only through practice.
At the beginning of her career, the biggest challenge was the gap between expectations and experience. She overcame it simply — by starting early, taking responsibility, exploring different directions, and not waiting for the “perfect moment.”
Her advice to students is direct: your career doesn’t begin after graduation — it’s either already happening, or you’re losing time. Work alongside your studies, try different paths, build your network, and start building your name now.
And the principle she lives by: “If you don’t build your own name, no one will do it for you.”
