Maricella Herrera Avila
VP Operations & Strategy
Maricella Herrera is a self-described “professional feminist.” In her role as VP of Operations and Strategy at Ellevate Network, she leads the company’s direct-to-consumer business particularly with a focus on regional chapter operations and expansion, marketing strategy, and development of streamlined and efficient operations for the company.
Maricella joined the former 85 Broads team in 2012, prior to Sallie Krawcheck acquiring the Network. As the longest standing member of the team, she’s seen first hand the impact a dedicated team of individuals, all passionate about one same cause, can have. Prior to Ellevate, Maricella held several positions in real estate banking at Banamex, Citi’s Mexican subsidiary, where she worked on providing credit funding for low income housing development projects in the north of Mexico.
Maricella is the co-host of the Ellevate Podcast, and the mastermind behind the Mobilizing the Power of Women Summit.
Raised in El Salvador, Maricella still wonders every winter what she’s doing in NYC, and usually flies south to work from the warm, wonderful weather and amazing beaches of her home country. She received a BA in Financial Management from ITESM in Mexico and an MBA from Columbia Business School.
As an introvert, Maricella is more likely found roaming around Central Park listening to the latest episode of true crime podcasts, or at home watching Netflix with a glass of wine in the company of her toothless cat, Ginger.
Female Role Model: Jacqueline Novogratz, Founder of Acumen
Favorite Ellevate memory — too many to count!
The day we announced Sallie’s purchase of 85 Broads. The phone wouldn’t stop ringing, our very-out-of-date website went down due to too much traffic, and we couldn’t approve applications fast enough. I knew things would never be the same.
What’s your favorite place on earth? The beach in El Salvador. There is one specific beach club that I’ve been going to since I was a kid and it still makes me so happy to spend some time there every year just relaxing with my family. Second place is the Reservoir at Central Park.
Favorite book: I have two - The Count of Monte Cristo by Alexandre Dumas and The Little Prince by Antoine de Saint-Exupéry