Our trainers

We support micro, small and meso enterprises (MSMEs) development in Cuba, providing interactive workshops, skill training, presentations, boot camps and (online) events to the Cuban starting and established entrepreneurs. By empowering the entrepreneurs with our full entrepreneurial training program and practical tools we aim to create positive social impact for the entrepreneurs, their families and Cuban society.

To reach our goals we work in close cooperation with Cuban and non-Cuban organisations, trainers, experts as well as the (future) entrepreneurs in Cuba. We have a fantastic team of well-experienced business professionals and experts, highly motivated to assist the Cuban entrepreneurs with the development of their MSMEs. Our team members visit Cuba on a regular basis to provide workshops and training to the entrepreneurs, always in close cooperation with our Cuban counterpart ANEC.

Below our dedicated team members present themselves.

Alejandra Ferrari: Freelance HR Consultant. I help small and medium businesses who do not have the time or budget to employ in-house staff, yet require professional and confidential HR specialist. I have experience in the role of sparring partner and consultant for the Board and management, and in the guidance and implementation of HR projects. I see myself as a connector. I work from the conviction that an optimal use of human resources, can contribute significantly to the achievement of business objectives, while also providing employees the opportunity to develop themselves and perform while having FUN.
I have been living in the Netherlands for more than 30 years, but I spend my childhood and adolescence in Cuba. That is why I cherish a great love for the country and its people.
I  hold a bachelor’s degree in HR Management and a master’s degree in Cultural Organization and Management, also known as Organizational Anthropology with topics such as organizational design, culture, behavior and diversity. Since 2017 I collaborate with Credit4Cuba helping entrepreneurs by providing workshops and training.

Amaya Garmendia: financial analyst and business valuator. I assist entrepreneurs with finding the right answers to their value related questions. What’s the value proposition of my enterprise? How do I increase the value? Or how do we create more value? My goal is to help entrepreneurs to make the right choices to enhance the value of their companies.  I have an international background due to my Spanish nationality and have been living in the Netherlands for almost 20 years. I am multilingual in English, French, Dutch and Spanish (mother tongue) and I love to work with people and companies from different nationalities. I  hold a degree in Business Administration from the Erasmus University in Rotterdam (the Netherlands) and a Executive Master’s Degree in Finance and Valuation from the Tias Business School of Tilburg University (the Netherlands). Since 2016 I collaborate with Credit4cuba helping entrepreneurs in Cuba providing workshops and training.

Dennis Jullens; I am a lecturer in Accounting & Finance at the University of Amsterdam, Amsterdam Business School. I joined the UvA in 2017 after teaching five years at the Rotterdam School of Management, Erasmus University. I enjoy teaching at different locations and have seen many universities in Europe (University of Edinburgh, Business School, IE Business School Madrid, Imperial College London, Warwick University, WHU Vallendar) and also a few in Latin America (IESDE, Puebla and University of Curacao).
Before moving in to teaching, I spent 20 years in investment banking of which the last 12 years at UBS where I was European Head, UBS Valuation & Accounting Research. ​
My first visit to Cuba was in April 1999 and I met my wife Tanya in March 2000 in Cienfuegos. We live in Amsterdam with our two children Emilio (14 years) and Esmeralda (11 years) and aim to visit Cuba every two years, Working with C4C gives me the opportunity to share my passion for finance and help starting entrepreneurs in my second home.​

Elwin Giel: marketing expert and entrepreneur. I hold a degree in European Business Administration, studying business and languages ​​in London, Madrid and Frankfurt. I am a great music lover and my first jobs were distributing newspapers and building a mobile disco for school parties. I also was a DJ. I have extensive experience working for large advertising and marketing agencies worldwide such as Saatchi & Saatchi and Interbrand. Next, as an entrepreneur, I spent 15 years in the world of leisure and nightclubs – organizing marketing and finance for a group of 22 venues. I was responsible for strategic city marketing  in both The Netherlands and Turkey, organizing for instance festivals and merchandising programs. I was awarded as best entrepreneur in my city: The Hague, The Netherlands. Since 2007 I am the proud owner of The Penthouse at The Hague Tower – a project with Holland’s highest restaurant and club at an altitude of 135 meters, 20 Airbnb apartments and a business centre. I have been visiting Cuba for 15 years and I love the country! I am fluent in Spanish, Dutch, German and English.
Elwin breathes marketing and uses his sense of humor to give the most practical advice to entrepreneurs and students in several countries of the world.”

Erik Tjaberings (1976), Economist, Urban Planner and entrepreneur. I have a strong focus on sustainable development, co-owner of RelacionArte, working for and with different Dutch companies on projects in Cuba. “Making things work” has always been my personal slogan. This applies especially for starting your own business. I intend to use my experience gained in the Netherlands, the United States during a part of my study and Cuba to support self-employed starting and further develop their profession. Living and working in Cuba has helped me a lot to see the opportunities and understand the challenges of self-employed within the Cuban market. By matching this experience with experiences gained in Europa and the United States, I hope to be beneficial for Cuban self-employed in succeeding with their ambitions.

Jan Louvenberg: entrepreneur and director of an HR consultancy firm in the Netherlands. I have extensive management experience, worked as an interim manager on several occasions and have considerable experience in organisational culture and change management, with emphasis on governmental organisations and small scale businesses. In my role as management trainer, I supported teams and management development trajectories. In my opion the organisation’s strategic vision and objectives lead and drive development. On a daily basis, organisations are faced with the challenge of development and change, and each organisation is unique in its development. My enthusiastic approach to innovation is focused on talent management.  Innovation and creativity are key factors of my work approach, even as decisiveness and energy. Since 2015 I am involved in the work of Stichting Credit4Cuba,  supporting the workshop and training program in Cuba.

Jos van der Sterren: economist, inclusive finance consultant and director to the Breda University of Applied Sciences.  I have more than 25 years of experience in management, consulting in access to finance, tourism destination management,  social investment, and international SME development. This includes 7 years in Latin America (Nicaragua and Argentina). My background allows me to combine economic analysis at two levels: access to finance for SME’s, value chain analysis  and development of sustainable tourism destinations.  Specializations include investment fund design and management, financial engineering, bank downscaling and financial institutional governance. I am an experienced investment manager, researcher and consultant to universities, banks, (micro)finance Institutions. Between 1997-2003, I was responsible for the design and management of a $ 45 million global investment fund for microfinance and economic development, with investments in over 25 countries.  Between 2009-2011, I was the manager of Social Microfinance Foundation, facilitating technical assistance to 40 socially oriented microfinance institutions (value € 1,8 million). Since 2003 I have extended my field of experience to higher tourism education and consulting, focusing on sustainable finance and entrepreneurship at Breda University of Applied Sciences. I combine my current work as Director of Academy with consulting services. I have  published several articles on the impacts of tourism on income distribution and provide advice on strategies to design locally oriented tourism value chains and tourism destinations. Since November 2015 I am involved with Stichting Credit4Cuba.

Judith Frankenhuis: entrepreneur and strategy-, innovation- and marketing-practitioner. I have worked across a wide variety of product- and service- sectors, helping market leaders and challengers with issues such as: growth strategy, innovation, positioning, brand strategy and consumer connection. As an entrepreneur my focus is on exciting ideas and opportunities where business and societal impact go hand in hand. For example, being passionate about sports, I joined the Dutch More Than Football Foundation for 2 years to help leverage the power of football for society. At ‘THNK, the School of Creative Leadership’ I worked as a facilitator of ‘The Challenge’, real-life open innovation projects on complex, societal topics (e.g. education, healthcare, energy). As a facilitator, I love to bring fresh ways of thinking and doing. In 2016 I got in touch with Stichting Credit4Cuba through my voluntary work for the Cuban field hockey federation. I share my life with Inti, a visual artist from Cuba, and our 2 children, Lauren (5) and Liam (2).