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. 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.