Ernesto Ruiz-Olloqui V.

Early Life

Ernesto Ruiz-Olloqui V. was born on February 9, 1964, in Mexico and raised in Mexico City during a period of significant economic and social transformation in the country. Growing up in a values-driven household, he was deeply influenced by his parents, Salvador and Lucy Ruiz-Olloqui, who emphasized integrity, discipline, education, and service to others. Their example shaped his lifelong belief that character is the foundation of leadership.​

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From an early age, Ernesto displayed strong organizational instincts and a natural ability to connect with people. He was drawn to understanding how teams function, how incentives motivate behavior, and how structured systems can improve performance—interests that later guided his academic and professional choices. He demonstrated academic excellence and a competitive mindset, consistently pursuing achievement while maintaining a strong sense of responsibility.​

Professional Life

Ernesto Ruiz-Olloqui V.’s professional career spans more than three decades, marked by sustained growth leadership, operational transformation, and strategic innovation across marketing, human resources, and financial consulting.

Corporate Leadership & Brand Transformation

His executive trajectory began at Comercial Mexicana SA de CV, where he served as Promotions, Marketing, and Advertising Sub-Director for over a decade (1993–2005). During this period, he led one of the most significant customer expansion strategies in the company’s history, increasing its credit card customer base from 10,000 to 550,000.

He directed large-scale national campaigns, including a landmark collaboration with The Walt Disney Company, sending 10,000 customers to Walt Disney World and generating more than $10 million USD in merchandise sales. He also conceptualized the campaign “¿Y tú vas al súper o a La Comer?”, which became so influential that it contributed to the brand evolution and repositioning of La Comer.

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Additionally, he:

• Designed and implemented B2B and B2C strategic frameworks

• Optimized multi-million-dollar marketing budgets

• Introduced in-store leasing revenue models that significantly increased profitability

This phase established his reputation as a growth architect capable of combining branding, financial discipline, and operational execution.

Executive Expansion & HR Innovation

In 2005, Ernesto assumed the role of CEO at Taylor Marketing SA de CV, where he led strategic CRM and loyalty program development for major banking and retail clients, significantly expanding customer bases into the hundreds of thousands.

He later became Deputy CEO of Lavore SA de CV (2008–2020). During his tenure, the company scaled from managing 1,500 employees to more than 120,000. He played a critical role in:

• Structuring compliant bonus and incentive systems that increased employees’ net income

• Strengthening shareholder and executive relationships

• Integrating technology-driven communication platforms

• Enhancing operational transparency and efficiency

His leadership combined regulatory compliance with creative compensation optimization strategies, positioning the company for sustained expansion.

Entrepreneurial Consolidation & Wealth Management

In May 2020, Ernesto founded and assumed the role of CEO at Y&E Consulting, LLC, consolidating his experience into an independent advisory and wealth management platform.

Under his leadership, the firm focuses on:

• Designing customized investment portfolios

• Structuring tax-compliant financial optimization strategies

• Monitoring fund performance and risk exposure

• Delivering personalized “one-stop” financial solutions

Despite economic challenges and regulatory shifts in Mexico, he has maintained consistent growth, strengthened long-term client trust, and built a reliable, performance-driven team. His model emphasizes measurable results—guided by his principle that if strategic goals are not achieved, compensation should reflect accountability.

Executive Identity

Throughout his professional life, Ernesto Ruiz-Olloqui V. has combined:

• Growth-oriented strategy

• Financial discipline

• Regulatory compliance

• Relationship-based leadership

• Innovation grounded in measurable performance

His career reflects a consistent pattern: transforming systems, expanding client bases, optimizing financial structures, and building organizations rooted in trust and long-term value creation.Beyond academics, he cultivated an appreciation for music, human connection, and community engagement. His early exposure to service-oriented values would later evolve into his active involvement in hospital clowning initiatives and philanthropic work, including organizations such as Patch Adams Foundation. The philosophy of service, compassion, and bringing dignity to others became part of his identity long before his executive career began.​Ernesto’s formative years were marked by a deep understanding that trust is built slowly and can be lost quickly—a principle that continues to define his leadership style. The combination of family values, discipline, ambition, and empathy established the ethical and emotional framework that would later support his growth into senior executive roles across marketing, human resources, and wealth management.