Patricia Aguilera

Critic
DISC Type : C

Global Head of Research - Homepage at Santander México

Mexico City, Mexico

Overview

Patricia is a global research and customer insights leader at Santander México with over 15 years of international experience. She specializes in translating data and human stories into strategy that fuels growth and innovation. Colleagues describe her as a responsible, creative, and strategic professional with strong leadership skills.

Her Masters degree in Gamification and Transmedia Narrative points to a personal interest in the power of storytelling. Patricia has also demonstrated a strong commitment to social causes, having previously held a leadership role in communications for the NGO Un Techo para mi País México.

Unique fact: She received an honorable mention at the Bienal de Diseño in Mexico for a website she co-created.

Personality Overview

Objective Thinker

Precise

Critic

They are quite likely to negotiate on pricing or other key terms.  They prefer to do logical analysis and value evidence over emotions. They enjoy working alone and do not rely on others very often.

Topics They Care About

Customer-Centric Strategy
Her career is focused on championing the customer's voice to create differentiated experiences and drive business growth, as stated in her professional summary.
Design Research
As Head of Design Research, she connects data with human stories, turning insights into actionable strategies that inspire innovation within financial services.
Agile Methodologies
Recently completed a course on Agile Retrospectives, showing an active interest in iterative improvement and efficient team collaboration in projects.

Media Appearances

Patricia has no verified media appearances

Work History

10-2025
Global Head of Research - Homepage at Santander México
8-2025
Head of CX/UX Payroll Experience at Santander México
8-2024
CX Insights Subdirector, Head of Design Research Santander México at Santander México
1-2024 - 8-2025
Head of UX/CX, Insurance at Santander México
7-2023 - 7-2024
Head of Design Research, Strategy & Innovation - Digital Channels at Santander México

Education

2015 - 2016
Máster en Gamification y Narrativa Transmedia from IEBS Business School
2018 - 2019
Diplomatura from Northwestern University Leadership MOOC

More Information

Social Presence :

Prographics :

Exp : 21 Location : Mexico City, Mexico Job Level : Mid-senior Designation : Global Head of Research - Homepage at Santander México
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Insights For Selling To Patricia

During A Call Or A Meeting

DO's

  • Tell them what ROI they can expect
  • Be ready for penetrating questions and critical examination of your pitch
  • Leverage facts and figures wherever possible; use percentages, numbers etc.

DONT's

  • Avoid phrases like ‘trust me’, ‘others just love’ etc.
  • Don’t rush them till they have clearly gotten all the necessary information
  • Don’t try to give too many examples of other users, they like to make their own decisions

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Patricia is

  • Strong evidence of ROI, effective pricing, and proven data points matter the most to them.
  • Will you ever get a clear answer from Patricia

  • It is not very hard for them to say no if they are not convinced about the decision.

Insights For Deal Planning

    How fast (or slow) will Patricia move?

  • They are neither the fastest nor the slowest decision makers, they are somewhere in the middle.
  • Can Patricia take some risk or not?

  • They can bear some risk if their analysis backs the decision.

You And Patricia

Personality Compatibility


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