Azeneth Ferrero Russell

Azeneth Ferrero Russell

Global Business Evolution Director and Head of the Prague Digital Development Center at CEMEX


Title: HR's Role at The Heart of The Pandemic Crisis - Leveraging Digital Transformation Efforts To Navigate Through Uncertainty, Adopt New Norms, and Accelerate An AGILE Cultural Change To Mitigate COVID-19 Risks

Abstract: Digital transformation initiatives require a complete cultural change to prepare enterprises to adapt to a fast moving world enabled by technology evolving each day. With the COVID-19 crisis now pushing organizations deeper into digital transformation, the role of HR is at now the heart of its true meaning - to adopt a state of mind to continually evolve and adopt new solutions. The objective of the speech is to discuss how CEMEX, a traditional global building materials company that operates in more than 50 countries, is navigating through COVID-19 by leveraging pre-COVID digital transformation efforts and by accelerating a complete cultural shift in the organization, and its entire ecosystem.



Azeneth Ferrero Russell is the Global Business Evolution Director and Head of the Prague Digital Development Center at CEMEX, a global building materials company that provides high-quality products and services to customers and communities in more than 50 countries. 

Azeneth has more than 20 years of experience in leading board-level transformation programmes. In her role, she is responsible for providing leadership to digital transformation programs designed to continuously enhance the journeys of customers, operational workforce and partners across the supply chain by the integration and delivery of new business process models enabled by digital technologies - AI, Machine learning, Data Analytics. 


Her team was instrumental to the design and delivery of CEMEX Go ( the first fully digital customer integration platform that allows its users to increase their productivity, make better business decisions, and have more control over their businesses. She is also responsible for the digitization of Marketing, Supply Chain and Operations and to the promotion of new ways of working for the industry. 


As the head of CEMEX Prague Digital Development Center, she supported AGILE teams composed by members of more than 30 nationalities who were responsible for the development of CEMEX Go, influential to the overall digital transformation journey of the organization, and an example of diversity and the new ways of working. 


Azeneth holds an MBA from TRIUM – a joint offering of the London School of Economics, New York University and HEC in Paris.