In today's dynamic business landscape, women are not only making a mark but reshaping industries with their innovative ideas, leadership prowess, and commitment to excellence. From breaking glass ceilings to fostering inclusive work cultures, women are driving significant change across various sectors. One such exemplary figure is Elsa Cristina Pena Florez, the CEO of Tree A Enterprise. Born into a family renowned for entrepreneurship and excellence, Elsa inherited a legacy of determination and innovation. From her great-grandparents, who were pioneers in their respective fields, to her 105-year-old paternal grandmother, Elsa's upbringing was steeped in values and a relentless pursuit of knowledge.

Driven by her commitment to sustainable resource management, Elsa founded TREE-A ENTERPRISES SAS, a company dedicated to water treatment, air quality, and agriculture/ cattle. Through her leadership, the company has become a beacon of innovation, developing cutting-edge solutions for environmental protection and community well-being.

Elsa's story is a testament to the transformative power of women in business. With her unwavering dedication and visionary leadership, she continues to inspire others and pave the way for a more inclusive and sustainable future. As a leader in her field, Elsa embodies the spirit of female empowerment and is a shining example of what women can achieve in today's business landscape. Let’s read and hear more from her in this one on one interaction.

Could you walk us through your extensive professional journey and elaborate on the core areas of expertise you've cultivated as a business leader throughout the years?

From my early education, which commenced at the age of two, to completing high school at a remarkably young age of 15, my academic journey laid a robust foundation for my future endeavors. This trajectory continued as I was awarded a full scholarship to pursue Civil Engineering at the prestigious Universidad Pontificia Bolivariana in Monteria, where I graduated as the top student in the program's history. Subsequently, I pursued a Master's degree in Civil Engineering, specializing in Structures and Seismology, at the renowned Universidad de los Andes in Bogota. During this time, I completed my degree in an accelerated 1.5 years, alongside publishing an experimental thesis in the university's esteemed journal. Further enhancing my academic credentials, I earned an MBA from Universidad de los Andes, augmenting my knowledge base with a holistic understanding of business principles.

Transitioning into the professional sphere, I embarked on a journey marked by significant accomplishments and roles of increasing responsibility. Beginning as the Deputy Technical Director at the leading steel structure company at that time, I swiftly ascended to the position of Commercial Manager, orchestrating a remarkable six-fold increase in the budget. My tenure as a Product Manager at a big multinational in architectural products saw the successful launch of a line of mineral fiber ceilings, followed by assuming the role of Manager for the sun breakers and facades line within the same company. Venturing into new territories, I served as the General Manager of a European water company in Colombia, spearheading its establishment from inception to operational efficiency in less than three months. Similarly, my tenure as the General Manager of a multinational agricultural machinery firm witnessed a remarkable turnaround from financial deficits to profitability within a mere six-month period.

Founding and assuming the role of CEO at TREE-A ENTERPRISES SAS was a culmination of my diverse skill set and extensive expertise. With five master's degrees under my belt, I bring a transformative leadership style characterized by inspiration, innovation, and growth. My passion for continual learning, coupled with a dedication to fostering collaborative work environments, underscores my strategic acumen and people-centric approach. Armed with exceptional memory and a penchant for strategic thinking, I consistently strive for excellence in every endeavor.

Could you provide us with an overview of Tree A Enterprise and elaborate on the primary responsibilities you hold as the company’s CEO?

Tree A Enterprise is dedicated to the sustainable management of natural resources, offering innovative solutions encompassing water treatment, air quality control, and sustainable agriculture and livestock practices. Our company operates through three core branches, each grounded in expertise and branching out with technological innovation, symbolizing our unwavering commitment to environmental stewardship.

In my capacity as CEO, I assume overarching responsibility for every facet of the business, spanning from technical design and formulation of commercial strategies to administrative duties and educational endeavors. Fueled by a fervent passion for continual learning and innovation, I spearhead our company’s relentless pursuit of cutting-edge technologies, integrating AI-powered applications and IoT software to optimize resource treatment processes.

"I perceive excellence not as a static destination but as an ongoing journey of perpetual learning & refinement"

What sets Tree A Enterprise apart is our holistic approach to resource management, underpinned by a fusion of expertise, technological advancement, and an unwavering dedication to environmental sustainability. We are steadfast in our commitment to delivering integrated solutions that not only cater to the unique needs of our clients but also contribute to fostering a healthier planet for future generations.

Please elaborate on the strategies you employ to foster the growth and success of Tree A Enterprise.

Rooted in our core values of Resilience, Success, Excellence, Honesty, Innovation, and Sustainability, Tree A Enterprise thrives on a foundation that drives our commitment to excellence and growth. We harness resilience to surmount obstacles, maintain an unwavering determination toward success, pursue perfection in all endeavors, uphold honesty and integrity, and prioritize innovation and sustainability for a more environmentally conscious future. These guiding principles empower us to deliver outstanding solutions to our clients while actively contributing to the betterment of our planet.

The path of a business leader is fraught with challenges. Could you shed light on the significant hurdles you face in your current role and how you navigate through them?

Inevitably, obstacles arise along the entrepreneurial journey, yet they serve as catalysts for growth and self-improvement. By embracing resilience, passion, and unwavering determination, we transform challenges into opportunities for learning and advancement. Each obstacle surmounted bolsters our resolve, fortifying us for future triumphs. Rather than succumbing to setbacks, let us perceive them as stepping stones toward success. With relentless determination, we can conquer challenges and propel ourselves to new heights of personal and professional development.

In your perspective, what are the most significant 'wins' you've attained thus far in your professional odyssey? Could you also elucidate on your guiding principles for success?

Foremost among my triumphs is the prospect of a brighter future for our progeny, achieved through technological advancements in natural resource management encompassing water, air, and land. Witnessing the positive impact of my contributions towards shaping a better world for the next generation fills me with profound satisfaction. Equally rewarding is the opportunity to disseminate knowledge and foster the personal and professional growth of others, a pursuit that resonates deeply with my core values.

My ethos revolves around a relentless commitment to excellence in all endeavors, eschewing excuses and complacency. I perceive excellence not as a static destination but as an ongoing journey of perpetual learning and refinement. Remaining steadfast in my dedication to continuous learning and updating my skill set is paramount, enabling me to confront challenges with a comprehensive and effective perspective.

Ultimately, my most cherished victories transcend material accomplishments, resonating in the positive impact I can effectuate in the world and in the lives of those around me. The unwavering pursuit of self-improvement, collaborative engagement with others, and steadfast commitment to fostering a better future serve as the driving forces propelling my trajectory.

Message for aspiring women leaders/ entrepreneurs:

Spread your wings and chase your dreams! Don't let anyone limit your potential – the sky is not the limit. Challenges are inevitable, but they're stepping stones to success. Embrace them with determination. Learning is a lifelong journey; never stop expanding your knowledge. And remember, setbacks happen, but they don't define you. Rise from them with renewed strength. For women facing additional challenges in a male-dominated field, know you're not alone. Your intelligence and skills will open doors. Believe in yourself, embrace lifelong learning, and fight for equality. The world needs your unique voice and talent. Soar high and inspire others along the way.

Elsa Cristina Pena Florez, CEO, Tree A Enterprise

Elsa Cristina Pena Florez, CEO of Tree A Enterprise, is a visionary leader dedicated to sustainable resource management. With a background in civil engineering and a passion for innovation, she drives the company's mission to provide cutting-edge solutions for water treatment, air quality control, and sustainable agriculture.