September 13, 2021
Gamechanger – Elena Cruz
In a world where many corporations operate for the sole pursuit of material gain, Corporate Social Responsibility (CSR) champion Elena Cruz believes that businesses today should be fueled by purpose – one that supports the collective growth of a society. Armed with over two decades of experience in marketing and social impact, Elena, as the head of Brand and Corporate Responsibility at Emirates NBD, has played an indispensable role in shaping an institution that used to take part in charitable activities on an ad-hoc basis, into a business that is both socially accountable, as well as socially active.
One successful initiative she founded under the company is Exchanger – ENBD’s UN award-winning corporate volunteering program that enables people to exchange their time for community service endeavors that make a real difference. It has been recognized by UN Impact2030 as the region’s fastest and most influential corporate volunteering arm in the world today. On top of this, she is a member of the UN Impact2030 council, and has won numerous awards from prestigious bodies – namely the EFFIES, Dubai Lynx, and Midas New York – for her creative works rooted in social good.
As an individual, however, she too has made many definitive contributions to the community through purveying knowledge on her field. Elena, in collaboration with universities across the emirates as well as the UAE Pearl Initiative (under Sheikh Mohammed’s Global initiative), has delivered talks on Brand and Social Good, Sustainable Living, and Social Leadership.
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