Banco Promerica took part in the third edition of Mujeres Líderes Transformadoras Centroamérica y Caribe 2026, an event organized by Vida y Éxito magazine to highlight the impact of female leadership on organizational change, according to a March statement from the bank.
The event brought together leaders from across the region to discuss how women are shaping the evolution of organizations. Marianne Hütt Cabezas, Director of Marketing at Banco Promerica, participated in a panel titled “Women who position ideas, brands and future.” Sol Echeverría Hine, Director of Talent, Culture and Corporate Relations, and Ana María Moscoso Doring, Director of Products, Channels and Customer Experience were recognized as Mujeres Líderes Transformadoras 2026.
During her panel participation, Hütt said that marketing today must be based on a comprehensive understanding of customers using data and behavioral insights. “Today we have the ability to understand people not only by what they say but by what they do. Data allows us to see real behaviors and complement that information with studies to make better decisions,” she said. She added that marketing connects different parts of business: products, customer experience, organizational culture and strategy. “The value of a brand is not built in a vacuum. It is directly related to trust, closeness and reputation generated at every point of contact with people.”
Hütt also said that marketing has evolved into a more strategic function focused on anticipating needs throughout people’s life cycles: “It’s not about offering any solution but the right one for each stage. When an organization understands people and responds at the right moment it builds a much stronger relationship.”
Echeverría was recognized for her work promoting diversity and merit-based systems within Banco Promerica’s culture as drivers for productivity and sustainable development. Moscoso was highlighted for leading innovation centered on client needs through product design and channel development aimed at improving access.
According to Banco Promerica’s participation at this event, these efforts show how leadership can come from different areas—brand strategy, organizational culture or innovation—and contribute collectively toward building trust and growth within financial institutions.
