Ana Lilía Fernández Veloquio has over 20 years of experience in change management, communication, marketing, and human resources at CEMEX. She has held various leadership roles managing internal communication teams in Mexico, the UK, and globally. Some of her accomplishments include launching the first internal TV channel in Mexico, developing training programs, rebranding regional brands, and increasing brand recognition. She is known for creating memorable communication campaigns that improved employee engagement and safety. Currently, she is looking to pursue a PhD focused on management, culture, or creativity.

1. ANA LILIA
FERNÁNDEZ VELOQUIO
HR, CHANGE MANAGEMENT,
COMMUNICATION & MARKETING
INTERNATIONAL EXECUTIVE
INTERESTS
Change Management and Communication
Customer Experiences and Innovation
Culture Shaper: Health & Safety, Behaviors...
Educational Leadership, Development Programs
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Diversity and Inclusion
Stakeholders Engagement: Public Affairs
Branding and Marketing
Creative Writing, Speaking and Media Productions
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analiliafv@gmail.com Mobile: +52 1 (81) 1544 0659
Analyst of Editorial Services and Corporate Identity in CEMEX Global Headquarters
Produced and promote CEMEX Editorial Normative
Wrote LHZ letters, messages and speeches
Supported brand management and identity service
Designed CEMEX News: Employee Portal > CEMEX Plaza
Analyst of HR & Training in CEMEX Mexico
Launched XHCMX internal TV channel
Developed Sales Training Program: Escuela de Vendedores
Coordinated training courses for a year, great evaluations
Analyst of Marketing in CEMEX Mexico
Merged 3 regional brands to 1 global: CEMEX Ready Mix
Designed strategy and launched new products, achieving national sales growth of 40%
Increased brand recognition by 18 %.via events & direct mkt
Built 1st customer’s database and launched loyalty programs
2 trainees as direct reports
Analyst of CC&PA in CEMEX Global Headquarters
Merged local magazines WW into Our Voice identify
Produced and implemented OV and Plaza global manual
Supported brand strategy and produced identity manuals
Presented Business Case to formalize Internal Comm executive role
Assigned as an Executive in International Development in Spain
Coordinated Valenciana de Cementos to CEMEX brand evolution
Master Degree in Advertising and Corporate Communication at ESIC Business School
Advisor of Internal Communication in CEMEX Global Headquarters
Built a global communication network WW to share best practices
Supported RMC Integration – PMI: 100 years campaign - Our Voice Special Edition
Participated in intranet evolution for friendly experience
1 direct report
Manager of Culture and Internal Communication in CEMEX UK
Integrated CEMEX and RMC in business processes and cultural elements
Established business related comm. campaigns and initiatives
Increased understanding and engagement levels in a year
1 direct report
Advisor of Engagement, Culture & Recruitment in CEMEX Global Headquarters
Developed Managers Training Program concept and contributed with content
Designed and launched global Leadership Comm. Process
Coordinated engagement campaign and committee WW
Changed HR categories to communicate from employee’s perspective
Manager of Internal Communication in CEMEX Mexico
Implemented thematic agenda: Messages before channels
Designed strategies to enhance leaders as key communicators: Your role as leader, Face2F
Played a key role in the achievement of 50% LTI reduction by “Todos regresamos con bien a
casa/Let´s all return home safely” campaign, via tackling the transport hot spot business
Created most remembered and influential campaigns:
- I´m building success. I´m CEMEX. I´m CEMEX corporal sign innovation. Transform CEMEX, Live
[behavior] campaign with 88% acceptance in campaign evaluations. Wise Actions/ Acciones
inteligentes - cost reduction campaign achieving more than 4 million savings.
Organized and created internal branding: CEMEX Comunica, CEMEX Desarrolla, CEMEX Beneficia
and CEMEX Reconoce
Incorporated innovative messages and channels: APPs: CEMEX Comunica Radio
Amplified comm. channels & duplicated audience reached
Shaped CEMEX culture via communication strategies and managing change during transformation
Won The CEMEX Innovation Award for "state of the art" communication strategies
Built alliances with MKT, Commercial and key business areas
Reduced area costs by half delivering even more results
Ranked top 3 trainer for the Managers Training Program
Launched recognition programs like President´s Club, CIMIENTO and Quarterly Rewards
Developed diversity and inclusion committee to promote people and organizational success
Produced most memorable events and media pieces with + 90% satisfaction
Improved engagement levels up to 10% in CEMEX Survey in communication indicators
6 direct reports
PROFESSIONAL EXPERIENCE
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2. Public Speaking and Storytelling Training, Monterrey, México
Human Resources Forum ERIAC / Foro ERIAC, Capital Humano
Business writing / Redacción Avanzada para los Negocios, Monterrey, México
Targeted Selection® Behavioral Interview, by DDI, Monterrey, México
Crucial Conversations, by Vital Smarts, Monterrey, México
Crucial Confrontations Training, by Vital Smarts, Monterrey, México
Strategic Comm. Mgmt Seminar by Melcrum, London, UK
Influencer Training™, by Vital Smarts, Monterrey, México
Business writing / Redacción Avanzada para los Negocios, Monterrey, México
Internal Branding by Advanced Learning Institute in Chicago, USA
Corporate Responsibility / Resp. Corp. Amb. y Social, Univ. Complutense, Madrid, Spain
Graduated Master Degree in Advertising and Communication at ESIC Business School
Looking for the next challenge. Planning to get a PHD in:
Management and Culture in Organizations / Gestión y cultura de las organizaciones
Creativity applied in business and culture / Creatividad aplicada
TANGIBLE RESULTS
IN HARD DATA
STRENGTHS AND
ATTRIBUTES
A high potential professional, consistently evaluated as a high performer with high learning agility on
yearly basis. Top 1 manager in 360 evaluations. CEMEX Innovation Award Winner.
A professional who demonstrated that an executive position in internal communication was needed
and was the first Internal Communication Advisor at CEMEX Global Headquarters
The first and only Internal Communications Manager at CEMEX Mexico as of today
Brains of CEMEX Mexico most creative, effective and memorable messages, campaigns, stories in
videos and events
The first to exhort LHZ to build accessible leadership in CEMEX via web cast, videos and messages
The first one to invite and bring Mr. Lorenzo Zambrano to a face to face meeting with 1000 people in
CEMEX Mexico (Diálogo Cara a Cara, Río 70 in 2011)
A key leader with two international assignments with CEMEX
An energized professional with a promising career that can be part of a diversity strategy to enrich
company collaboration networks and promote thinking styles for problem solving and innovating
A firm believer of the benefit to measure all implemented strategies and tactics to closely support
business plans and adjust as convenient
A team player and an inspiring leader
Accomplished significant improvements in performance indicators (questions) related to communication and
culture in the Employee Internal Survey, during my tenure:
Senior leadership/top management demonstrates that employees
are important to the success of CEMEX.
I was given the opportunity to discuss my questions and ideas
about the results of the last employee survey.
The senior leadership of CEMEX (Chairman of the Board, CEO,
Executive Committee) has communicated a vision of the future
that motivates me.
Where I work, we are told about upcoming changes in time to
prepare for them.
Top management (CEO, Country President and their direct
reports) provides a clear sense of direction for the company as a
whole.
My business unit leadership has taken action based on the
feedback received from the last employee survey.
All employees in this company are treated as individuals,
regardless of their job, age, race, gender, physical capabilities, etc.
Communications at CEMEX provide me with relevant information
that helps me do my job effectively.
There is open and honest two-way communication at my
company.
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Favorable %
2015
78%
54%
74%
58%
76%
55%
81%
73%
72%
Favorable %
2013
Improvement %
2015 Vs 2013
--
44%
66%
52%
72%
52%
79%
71%
70%
--
10%
8%
6%
4%
3%
2%
2%
2%
English Course at Marymount College, Tarrytown
New York
7th semester of B.A. in Communication in Exchange Program in Buenos Aires, Argentina
between Universidad del Salvador and Tec de Monterrey
EDUCATION
Business writing / Redacción Avanzada para los Negocios, Monterrey, Mexico
Targeted Selection® Behavioral Interview, by DDI, Monterrey, Mexico
Crucial Conversations, by Vital Smarts, Monterrey, Mexico
Crucial Confrontations Training, by Vital Smarts, Monterrey, Mexico
Strategic Comm. Mgmt Seminar by Melcrum, London, UK
Influencer Training™, by Vital Smarts, Monterrey, Mexico
Business writing / Redacción Avanzada para los Negocios, Monterrey, Mexico
Internal Branding by Advanced Learning Institute in Chicago, USA
Corporate Responsibility / Resp. Corp. Amb. y Social, Univ. Complutense, Madrid, Spain
Master Degree in Advertising and Corporate Communication at ESIC Business School
B. A. (Bachelor of Arts) in Communication Sciences, Tec de Monterrey
Design Thinking / Creative Workout for Innovation purposes by KamikazeUX
Human Resources Forum ERIAC / Foro ERIAC, Capital Humano
Certified in Lego Serious Play by Per Kristiansen, Mexico City
Public Speaking and Storytelling Training, Monterrey, Mexico
´92 Sept. - ´93 July
´93 Aug. - ´97 Dec.
´97 Mar-. - ´97 Aug.
2016
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2014 - 2015
2016
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