Ana María Fernandez

Judge
DISC Type : Dc

Chief Commercial Officer at Konfío

Mexico City, Mexico

Overview

Ana María Fernandez is a seasoned banking executive with a history at institutions like Konfío and Citibank. She specializes in designing and leading corporate growth, sales strategy, and digital transformation initiatives for commercial and SME segments. Described by colleagues as a "strong and great leader, " she holds an MBA and a degree in Computer Engineering.

Her recent focus includes leveraging AI to enhance sales processes, demonstrated by her active participation in building an AI sales pitch agent. She is passionate about driving value to customers through market insight analysis and inspiring high-performing teams to exceed objectives.

Unique fact: Ana María recently competed in an internal AI hackathon to develop an AI Sales Agent for her commercial team at Konfío.

Personality Overview

Objective Thinker

Fast But Wary

Demanding

They take a lot of pride in personal achievements.  They are not always relationship oriented. They respond well to strong and respectful communication.

Topics They Care About

AI in Sales
Recently participated in a hackathon to build an AI Sales Pitch Agent for her commercial team, showing a hands-on interest in applying AI to sales processes.
SME Growth
Her roles at Konfío and as Pymes Sales Strategy Head at Citibanamex center on defining and implementing strategies to support the small and medium-sized enterprise segment.
Strategic Leadership
Praised by colleagues for her strategic vision and leadership, she has a proven history of leading country-level operations and large teams to meet significant business results.

Media Appearances

Ana has no verified media appearances

Work History

3-2022
Chief Commercial Officer at Konfío
4-2016 - 3-2022
Pymes Sales Strategy Head at Citibanamex
7-2015 - 12-2015
LATAM Non Presence Countries Governance Head at Citibank LATAM
11-2012 - 6-2015
Country Chief Officer at Citibank Nicaragua
8-2009 - 11-2012
Retail, Cards and Regulatory Assets Head at Citibank Venezuela

Education

1992 - 1994
MBA from IESA
1981 - 1986
Computer Engineer from Universidad Simón Bolívar

More Information

Social Presence :

Prographics :

Exp : 27 Location : Mexico City, Mexico Job Level : Leadership Designation : Chief Commercial Officer at Konfío
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Insights For Selling To Ana María

During A Call Or A Meeting

DO's

  • Get to the point quickly instead of spending time doing small talk
  • Hold your ground without indulging in one-upmanship
  • When negotiating terms, help them build an impression that they are the ones calling the shots

DONT's

  • Don’t take too much time in sending them information if they ask for any
  • Don’t be in a rush to invite them for a social meet and greet
  • Don't try too hard to forge relationships with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ana María is

  • Confidence in impact is paramount to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Ana María

  • If they decide not to go ahead, they will say no without hesitation.

Insights For Deal Planning

    How fast (or slow) will Ana María move?

  • They can reach decisions fairly quickly if they are convinced.
  • Can Ana María take some risk or not?

  • They don’t mind risks but can be quite binary about them.

You And Ana María

Personality Compatibility


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