August 4, 2020

Women who lead change – The Province


Zaida Martin, Laura Castro, Maricarmen González and Pilar Méndez they are examples of women who lead the change for equality and diversity in today's society. The four spread yesterday the keys to their success in the event eWoman Las Palmas that organizes THE PROVINCE / DLP next to Iberian Press with the objective of serving as a speaker to show the cases of women who have stood out for personal improvement, their professional career and leadership in the digital and technological environment.

The overcoming and commitment define the four speakers of this day, held in the LA PROVINCE Club with the sponsorship of CaixaBank, The league and Coca Cola, and which was attended by personalities from the political, business and cultural world of the Island, as well as from members of Charter 100 Gran Canaria, organization founded by Nardy Neighborhoods, who congratulated the editorial group Prensa Ibérica for working for the equality and empowerment of women.

Zaida Martín, director of Business Segment in the Canary Islands of CaixaBank, was in charge of opening the presentation of the presentations, taking a tour of her career, from the professional and personal side. He began working with 20 years at CaixaBank, a company in which diversity is part of its corporate identity.

"Diversity is within the strategic plan of CaixaBank. We are pioneers in this work, not only in gender diversity, but also cultural and functional. For us it is important to give visibility, internally and externally, to women referents, and what better way to do it? in events like eWoman, and within our Wengage program that seeks to strengthen female leadership, by developing the talent of women managers. "

As data supporting CaixaBank's commitment to equality and diversity, Zaida Martín indicated that 58.6% of the workforce are women, and 39.9% are managers. In addition to the data, the evolution of the Company in this area is significant, given that in four years the access of women to management positions has increased by 5%. "In the latest promotions we have, around 60% of the positions are held by women. In the end, diversity enriches CaixaBank, our organization and, externally, society," he said.

From the internal and external vision of CaixBank's work in diversity – "always from learning, humility and continuous improvement" -, Zaida Martín referred to her own professional and personal history. "With just 23 years I was challenged to open an office, which became an incredible professional experience," he said.

That was the first of the many positions of responsibility that he has assumed in his professional career where he had to break many stereotypes. "In the year 2000 I opened an office from scratch, and as an anecdote from the clients that came to me to tell me that they wanted to speak with the director, when the director was me, or that they addressed the fellow who worked with me instead of the director of the office, which was me. "

Shortly after his son was born, he was assigned to the direction of a larger office, and far from shrinking from this new professional challenge with a seven-month-old baby, he thanked him for the opportunity and knew how to measure situations like that of a client who said he didn't trust women. Since October, at 42, she is director of CaixaBank Business Segment in the Canary Islands.

In his success his family has also contributed, especially his mother, his reference, a woman "hardworking, brave and good person" who is "the greatest fan of our qualities and abilities." Being an untrained woman, when she separated, she worked hard as a cleaner to get her children ahead. "Going through such a difficult situation, he always taught us not to have a grudge and to be constructive." For Zaida Martín, the example of his mother has been vital in his professional and personal career, and his challenge is to make his son become a reference in values, an eWoman, in his future professional stage.

He concluded his intervention "presuming" of effort capacity and wanting to continue moving forward. For her to be a successful woman, it is "Do what you like and not have to give up anything to get it".

For its part, Laura Castro, insular director of Sports of Cabildo of Tenerife It is another example of success and success that define the figure of eWoman. She has become the voice of thousands of girls "who have struggled to try to gain a foothold in the sport and could not and of those who are still trying".

Laura Castro started playing football from an early age, and became professional football player, despite the fact that by law in Spain women are not recognized as professional athletes. "I have experienced the first advances of women's football, I have been part of the Canarian national team, I have participated in a World Cup in Italy, and football has provided me with many good things, and great learning, however, after 22 years as a professional player, I didn't contribute anything to Social Security. "

With 25 years, and without any rights or opportunities on the horizon after two decades of professional dedication to sports, Castro began to form. It was titled in tourism, journalism, digital communication and he is currently completing the doctorate in which he works on women's sports in the Canary Islands.

From its new aspect as a communicator, fought to alleviate the lack of information on women's sports, for which he created the first portal in the Canary Islands for women's football; and he also led the first radio program in this area.

After a titanic effort in training, both university, as in languages, technologies … went through a difficult stage to not get a job that allowed him to contribute. "As humans somatized the suffering, one day I went to the emergency room with a very strong pain. When I took out the Social Security card they told me that they could not attend me because I was at risk of social exclusion, I did not understand anything," he said as anecdote .

The explanation for that misunderstanding was that at his age, without having yet contributed, he had been included in an exclusion list. "That made me change the chip. Sport gives us incredible tools to overcome ourselves. It made me overcome a difficult situation."

And wow if he soared. He showed up for a job offer as a skating waitress for a pool bar in the South of Tenerife. She was called to interview her and the hotel manager, seeing her resume, offered her the position of director of digital communication for the complex. From there he began to rise in his career, both in the field of tourism and communication, and created the Women's Sports Association to empower women in sport and foster new opportunities for future generations, "so they do not pass what I went through. "

She is currently the Insular Director of Sports of the Cabildo de Tenerife and, in this last stage, she has focused on applying the gender perspective in all sport management policies from the Tenerife island institution.

His key to work is "a lot of training, not only of oneself but of all the sports agents that participate in the day-to-day life, both of clubs and in society in general, and in the media, something we have to do in a transversal way, synchronized and with a very clear road map so as not to make mistakes and meet the objectives we have to reach. "



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