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Enrique Trueba Zenteno is a seasoned digital and technology manager currently leading digital transformation initiatives at Red de Banco Azteca y Tiendas Elektra since March 2022. Previously, as Digital Product Manager at UPAX from May 2018 to March 2022, Enrique developed the ZEUS APP for Grupo Salinas, significantly impacting over 65,000 employees. Enrique's experience includes a successful stint at Telmex as a Junior Marketing Manager, where a new smart home line launch resulted in a 17% subscription surge, and positions at International Travel Group and Grupo Fármacos Especializados, demonstrating a strong marketing and strategic planning background. Enrique holds a degree in Graphic Design and Advertising from Universidad Intercontinental and gained expertise in managerial digital transformation at Tecnológico de Monterrey.