Salvador J. López de Azúa / Managing Principal

Prior to joining our firm, Sal headed Southcross Associates, a management consulting practice based in Florida which he founded in 1998 and later merged with Praxxis.  Previously, he spent over two years in New York with IBM where he was the executive in charge of relationships with the major retail banks in Latin America.

Before joining IBM, he was the CEO of Citigroup’s Consumer Bank in Venezuela, a strategic business unit that he organized and led for six years.  This assignment was preceded by a year as head of strategic planning for Citibank’s Mexico and Caribbean region and by four years in Citibank FSB based in Chicago, where his last position was SVP/Director of Marketing.  Sal joined Citibank in Puerto Rico in 1981 as Vice President in charge of new product development and was promoted to Marketing Director in 1983.

Earlier in his professional career, Sal held management positions in major advertising agencies including FCB and McCann-Erickson.

Argelio A. Maldonado / Managing Principal

Before joining Praxxis, Argelio spent time in Washington, DC where he consulted in marketing and sustainable development.
 
He was previously with Charles Schwab where we worked from 1999 to 2002.  He joined the company as SVP for International Marketing and Web Development and later headed Schwab’s multi-billion dollar overseas business as well as its international back-office operations and FX group. He was based in the company’s San Francisco headquarters. 
Prior to Schwab and since 1995, Argelio led IBM’s Banking and Insurance Solutions Unit for Latin America, which provided technology and business solutions to the region’s largest 250 banks.

Argelio is also a veteran of 15 years with Citibank, where his final assignment was creating the Investment Products Business for the Latin America Consumer Banking Group.  Previously, he was CEO of Citibank’s Consumer Bank in Chile.

He was also posted in Brazil as Chief Marketing and Service Quality Officer for Latin America. He joined Citibank in Puerto Rico, where he directed branches, marketing, operations as well as consumer and commercial credit.

Prior to Citibank, he worked in Product Management for P&G and Squibb.

Carlos E. Pardo / Managing Principal

Prior to joining our firm, Carlos was the Managing Principal of Crosspond Partners, a Chicago based marketing consultancy he founded in 1999 and later merged with Praxxis.  Previously, he spent 14 years at Citibank’s Global Consumer Bank, holding various senior management positions in both the domestic and international areas.

Carlos was assigned to Citibank’s European Group from 1992 to 1999 where he held a number of senior posts including managing director of the credit card subsidiary in Greece, head of branch banking in Spain and chief marketing officer in Belgium. Prior to his European assignment, Carlos was head of national product marketing, responsible for Citibank’s US retail banking products.  Previously, he was a Senior Vice President of Citibank FSB in Chicago, one of Citigroup’s largest regional retail banking subsidiaries.

Before Citibank, Carlos spent six years at First Federal of Chicago as Vice President of Marketing. 

Prior to his career in financial services he worked in the advertising field, where he held account management positions at Publicitas, a Ketchum International subsidiary in Lima, Peru.