Maria Elisa Rivero: Positively Impacting Individuals And Helping Them Reach Their Full Potential

Women leaders in Ecuador have been increasingly influential in shaping the nation’s economic landscape. In recent years, Ecuador has witnessed a growing number of women taking on senior roles, bringing valuable perspectives to business and society. Maria Elisa Rivero is one such prime example of a successful female leader in Ecuador. Currently serving as the Commercial Director at Softys, Maria Elisa’s career journey has been marked by a deep passion for learning and growth. She began her professional path at SABMiller (now ABInBev) as a Finance Assistant while still in university. Though initially drawn purely to numbers, Maria Elisa soon discovered her true inclination toward Marketing, Insights, and the commercial world. Throughout her career, Maria Elisa has held various positions in Consumer Insights, Marketing, Planning, Advertisement, Pricing, and transitioned to senior Management at Softys. Let’s read on.

Can you walk us through the early years of your life and share some significant influences that helped shape who you are today?

I come from a family where women have always held important roles. My grandmother Piedad was a determined entrepreneur, establishing her own Fashion Design Academy, while my other grandmother, Uba, dedicated herself to raising five children at home. I was fortunate to learn from both their examples. My mother, in particular, inspired me as she built a successful career in architecture and education. My parents showed me the importance of balance, always placing us children at the center of their lives and providing us with the best education they could offer.

Could you tell us about Softys and describe the key roles and responsibilities you manage as the company's Commercial Director?

Softys is a leading company in Latin America, with over 40 years of experience in developing products and solutions in Consumer Tissue, Personal Care, and Softys Professional. Our diverse team represents 16 nationalities working in a multicultural environment. As the Commercial Director, I oversee Sales, Marketing, Trade Marketing, Revenue Management, and Business Intelligence, while also being a member of the local Executive Committee. I’m deeply passionate about Softys, as its vision and values align with my personal beliefs, making it a purpose-driven, human-centric, and excellence-focused company.

Can you shed some light on your current focus areas for driving growth at Softys?

Our purpose is to create brands that provide essential care for people in their daily lives, across all stages. This mission extends to both our employees and the communities we serve through our social investment program, ‘Softys Contigo’, and various brand initiatives. Softys aims to improve quality of life by offering care that goes beyond product function. Guided by the CARE Brands concept (Care, Action, Responsibility, Education), we ensure all our brands align with the Sustainable Development Goals (SDGs), taking measurable actions in social, environmental, and ethical areas. Our leadership teams in LATAM are united in a strategic plan to drive market leadership across the region.

"Our purpose is to create brands that provide essential care for people in their daily lives, across all stages"

A business leader’s journey is filled with challenges. What are the key obstacles you face in your current role, and how do you navigate through them?

The past two years in Ecuador have been particularly challenging due to rising insecurity, an economic recession, and a power crisis that impacted all industries. We faced daily 14-hour power cuts, which disrupted commercial activities and our operations. What I appreciate most about the company during this time is its culture, which has helped us maintain and improve the work experience with genuine care in action. I also want to acknowledge my colleagues and teams across all functions for their collaboration and commitment to our shared goals. In my commercial role, Emotional Agility and GRIT best capture the perseverance needed to find opportunities during a crisis. I'm proud of my team’s resilience.

In your view, what have been the most significant achievements in your professional journey so far? What would you say is your leadership 'success mantra'?

I’m a results-driven executive with a passion for challenges. I believe in a human-centered leadership approach that fosters trust and collaboration, where every team member feels valued and motivated to do their best. One of my greatest 'wins' has been identifying opportunities during crises. Perseverance has been my greatest asset in these moments. Rather than seeing challenges as setbacks, I view them as opportunities for growth. This mindset has allowed me to guide my team through complex situations, turning difficulties into learning experiences and successes. My leadership mantra is simple, which is 'Lead with energy, persevere with determination, and enjoy the journey'. True leadership is about positively impacting others and helping them reach their full potential.

How do you anticipate Ecuador's business landscape will evolve in 2025? What role do women play in driving the country's economic progress?

I remain optimistic about the future. Although 2024 has been extremely challenging, we've learned valuable lessons that will better prepare us for 2025. Thankfully, the energy crisis seems to be over (as announced by the government in December 2024), and this should help gradually reactivate the economy.

Throughout history, women have played a crucial role in economic growth and in leading transformative changes in communities and organizations. In times of crisis, women leaders bring resilience, empathy, and creativity to find solutions. From my experience, I believe women can be catalysts for change, creating lasting impact, especially when we support one another. Economic recovery is not just about numbers, it’s about fostering a diverse and inclusive environment.

Maria Elisa Rivero, Commercial Director, Softys

Maria Elisa Rivero is the Commercial Director at Softys, a leading company in Latin America. She has 20+ years of experience, with a strong focus on results-driven leadership. She is committed to driving growth through human-centered leadership, collaboration, and supporting inclusive economic progress.