Elena Cruz Lorenzo

Sharpshooter
DISC Type : CD

Head of New Technologies at AFIRME FINANCIAL GROUP

Mexico City Metropolitan Area

Overview

Elena is an expert in Latin American fintech with over a decade of experience driving digital innovation and strategic partnerships at firms like AFIRME FINANCIAL GROUP and Banco Azteca. She holds a Masters in Big Data and Business Intelligence. Colleagues describe her as committed, hardworking, and dedicated.

Outside of her primary role, she is deeply involved in the entrepreneurial ecosystem as the Co-Founder and Host of the "Échalo a Emprender" podcast. She also contributes as a content writer for the LATAM section of the global community "This Week in Fintech. "

She co-hosts a podcast that focuses on how entrepreneurial failure is often the first step toward success.

Personality Overview

ROI Driven

Fast But Analytical

Precise But Practical

They like to act fast and expect others to do the same.  They like to be in a position where they can control the conversation and terms. They respond well to strong and respectful communication.

Topics They Care About

Fintech in LatAm
Her career is dedicated to scaling fintech solutions in Latin America, and she writes about regional news for the "This Week in Fintech" community.
Learning From Failure
As co-founder and host of the "Échalo a Emprender" podcast, she interviews entrepreneurs about their real-world failures and subsequent successes.
Open Banking
Her current role at AFIRME focuses on promoting open banking models to accelerate financial innovation in Mexico.

Media Appearances

Elena has no verified media appearances

Work History

12-2025
Head of New Technologies at AFIRME FINANCIAL GROUP
3-2022
Content writer (LATAM) at This Week in Fintech
3-2021
Co-Founder & Host at Échalo a Emprender
8-2022 - 12-2025
Digital Innovation Manager at Banco Azteca
9-2020 - 8-2022
Chief Operating Officer at Finnovista

Education

10-2023 - 6-2024
Master in Big Data and Business Intelligence from Next International Business School
2020 - 2020
Collective Labs from Collective Academy

More Information

Social Presence :

Prographics :

Exp : 5 Location : Mexico City Metropolitan Area Job Level : Mid-senior Designation : Head of New Technologies at AFIRME FINANCIAL GROUP
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Insights For Selling To Elena

During A Call Or A Meeting

DO's

  • Objectively showcase the impact that your product creates
  • Hold your ground without indulging in one-upmanship
  • Be respectful but crisp

DONT's

  • Do not hesitate from asking counter questions, just avoid challenging their authority
  • Don't try too hard to forge relationships with them
  • Avoid being too verbose

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Elena is

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

  • If they are not convinced, they will have no hesitation in telling you the same.

Insights For Deal Planning

    How fast (or slow) will Elena move?

  • They can take decisions very fast if you manage to convince them.
  • Can Elena take some risk or not?

  • The risks don’t matter much to them.

You And Elena

Personality Compatibility


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