Founder and Managing Director

Leonel Azuela founded Quaxar in 2000, driving the company’s strategy to become a premier provider of E-Loyalty & Digital Marketing solutions.

Leonel is the prime mover in the creation of the Quaxar e-loyalty platform and lead generation broker. These platforms have been implemented both in the U.S. and across Latin America, with 100 new implementations expected by the end of 2007. The platforms have been adopted by companies in a variety of sectors, including hotels, restaurants, tire distributors, and Fortune 500 companies.

He has also configured numerous web-based sales incentive programs and CRM operating systems for American and Latin American organizations. He has participated in the creation of a variety of portals and intranets, and implemented diverse multimedia and online marketing strategies.

Before founding Quaxar, Leonel worked as an investment banker at Deutsche Bank, as a consultant for McKinsey & Co, where he achieved the Hugo García Prize as the Outstanding Business Analyst of 1998, and as an economist for the Mexican President’s Office.

Leonel is a Board member of the Grupo Brisa Foundation and of the InterAmerican chapter of the U.S. -Mexico Chamber of Commerce. In his free time he loves water sports, running and cycling, and spending time with family and friends.

Leonel has a Masters degree in Business Administration from Harvard Business School and a Masters in Public Administration from Harvard’s John F. Kennedy School of Government. He also graduated with honors as an economist from México´s ITAM. He was born and raised in Coatzacoalcos in the southern Mexican state of Veracruz and is 37 years old.