Alba Cholula of Franklin Templeton won Excellence in Trading at Markets Media Group’s inaugural Women in Finance Latin America Awards, which was held in Mexico City on March 6.

Markets Media spoke with Alba after the event to learn more.

How and when did you decide on a career in finance/trading?

I’ve always been curious about mathematics and how markets work. I have a background in applied mathematics, which gave me a strong foundation for data analysis and problem solving. Finance attracted me because it combines my passion for math with the opportunity to make investment decisions and help clients achieve their financial goals. I like trading specifically because it requires not only analytical skills, but also adaptability and strategic thinking.

When I was a kid, my mom had a shoe store in a market in Oaxaca, Mexico, where she traded and negotiated the prices of her products. I grew up in this environment, and I think this background has helped me in my role as a trader, along with my analytical skills.

Briefly discuss your career to date.

I studied applied mathematics at Instituto Tecnológico Autónomo de México (ITAM). I graduated in 2020 during the pandemic, which was a difficult time for all of us, and I took some time just to be with my family. I started working at Franklin Templeton Mexico in 2021, and this is where I have developed my expertise in trading and investment strategies. I have focused on market analysis, execution and optimizing investment decisions. Being part of Franklin Templeton’s diverse, experienced and well-prepared investment team has been instrumental for my growth, as my teammates share their knowledge and experience with me and continue to inspire me.

What is your current role / responsibilities at Franklin Templeton?

We have 10 investment funds here at Franklin Templeton Mexico – five are managed by our Local Investment Team, and the rest are managed by teams based in the US and Europe. My work is in fixed income and equities – I execute both for retail and institutional clients, and I work closely with portfolio managers to ensure efficient execution and optimal investment strategy.

Our Short-Term Fixed Income Fund was named the Best Low Duration Fixed Income Fund in Mexico by the Morningstar Awards 2025 for seventh year in a row, which I think validates our investment strategy and how we achieve the best results for our clients.

What are your challenges in achieving best execution?

One big challenge is navigating market volatility while ensuring optimal execution. Markets are constantly evolving – staying ahead requires adaptability and the right market insights. Our independence and agility allow us to respond quickly to market shifts while maintaining a disciplined investment approach. We have the analysis of the Local Investment Team in Mexico, which has more than 18 years of experience building a deep understanding of the Mexican economy and the local fixed income market, as well as Franklin Templeton’s global expertise, which provides extensive capabilities in fixed income markets, enabling in-depth macroeconomic and monetary policy analyses.

What are the keys to the success you’ve had so far in your career? 

I have found that resilience, analytical ability, and communication skills are essential. Resilience allows us to face challenges and learn, because mistakes are what teach us to perform better. Analytical ability is crucial for making informed decisions, and communication is key to building strong relationships in the industry – it’s not all about analytical ability and just working with numbers.

In addition, belonging to a company like Franklin Templeton, which has a strong commitment to Diversity, Equity and Inclusion (DE&I) policies, has been key.

For example, Franklin Templeton has a Business Resource Group (BRG) named ‘Women’ which aims to champion diversity, inclusion and equality within the company and in the industry. Through various initiatives such as workshops, professional development seminars and networking opportunities, this group fosters an environment where women can share our experiences, learn from each other and grow in our careers. These initiatives are critical to empowering women within the company and contributing to a significant change in the culture of the financial sector.

Who have been influential mentors or role models for you? And what are your thoughts on acting as a mentor for others as you progress in your career? 

I definitely have had incredible role models and mentors. One of them is my teammate on the Local Investment Team, Nadia Montes de Oca, CFA (Senior Portfolio Manager), whose expertise of more than 10 years and leadership have been instrumental in shaping my approach to trading and investment strategy. Another key role model is the CEO of Franklin Templeton, Jenny Johnson. She is a remarkable leader in the financial industry, and her achievements are truly inspiring. She exemplifies how women can thrive at the highest levels of finance while driving meaningful change in the industry.

I’m very open to being a mentor for younger women who would like to start careers in finance. It would be a huge honor to give advice and share my experience, to help pave the way for the next generation.

How would you characterize the landscape for women in finance in Mexico and Latin America?

Opportunities for women in finance are growing in the region, but challenges remain, such as cultural biases and limited representation in leadership roles. More firms are fostering environments where diverse talent is supported, which empowers and encourages more women to pursue careers in finance. There needs to be more mentorship, networking opportunities, and efforts to promote inclusion in the industry.

What would be your advice to a young woman who is either just starting out or considering a career in finance? 

Follow your passions. Don’t be afraid to take risks. Be confident in your abilities. Success comes from being determined, adaptable and open to learning.

What does your future hold?

I am excited to continue growing as a trader. I am interested in portfolio management, not for right now, but I might like to get into that years from now.

Overall, I would like to keep expanding my knowledge in finance and trading to enhance my skills and make a greater impact in the industry. I also hope to inspire and mentor other women in finance and help build a more inclusive industry.