Leading with empathy is one of the guiding principles of Elena C. Cruz, vice president for group brand management and corporate responsibility at Emirates NBD and The Filipino Times 2017 Banking and Finance Professional of the Year.
As someone who leads five different teams in a banking institution, Cruz, who ranks among top-caliber Filipinas breaking the glass ceiling in Dubai, ensures that her colleagues know she is on their side. Through this principle, she builds trust and inspires her people to push hard, dig deep and be the best version of themselves.
“Apart from having a relentless vision, a leader must lead with empathy – knowing fully well that only through patience and understanding, having the ability to understand the other person’s situation, and perspective can one harness an indomitable spirit,” Cruz said.
Industry observers say the banking expert, who believes that success is measured by impact, made Emirates NBD grow from a brand value of $700 million to $3.4 billion in the past 10 years. Today ENBD is the most valuable financial brand in the region.
Over the past two years, Cruz has also established the bank as a brand with a purpose, having defined its CSR strategy and sustainability model with key social investments in advocacy for people with disabilities and financial literacy; an award-winning staff volunteer program that has earned nearly 40,000 hours of community service that has impacted over 500,000 beneficiaries through over 100 social programs and had raised millions for the community.
As part of her community service to her fellow overseas Filipinos in the UAE, Cruz established Kabayans United, an association of the bank’s Filipino staff who lend their time to support the community. The group hold periodic inspirational talks, entertainment programs and festive lunch to cheer up distressed OFWs at POLO Dubai.
A strong believer of social justice, Cruz believes people are, in one way or another, must have equal opportunity regardless of gender, nationality and social background. She believes every person is given an opportunity to be, in her own words, “a force for good.”
“I do not believe in “laying the blame” either on my team or on myself. I believe in reflection and learning, and in the humility to accept responsibility and the cautious urgency to move to the next phase,” Cruz said.
