Maria Fernandez de Cordoba heads Grupo EULEN’s U.S. operations, bringing a proven track record of driving growth and improving performance. With extensive experience working with global brands like Telefónica, Microsoft, and LATAM Airlines, she has developed a deep understanding of the U.S. and Latin American markets. This expertise positions her to effectively lead Grupo EULEN’s expansion in these regions.
Her professional journey is marked by her ability to build high-performance teams, identify new market opportunities, and leverage cutting-edge technologies to enhance customer experiences. Maria’s entrepreneurial spirit has also driven the successful launch of innovative startups like Telemergencia and Cumplo in Chile, both of which have had a lasting impact in their respective industries.
Maria’s leadership reflects the core values that drive Grupo EULEN’s global operations. As a Spanish leader in providing comprehensive services for businesses, institutions, and governments, Grupo EULEN offers efficient, reliable, and tailored solutions. Guided by their principles of excellence, ethical management, innovation, sustainability, and talent development, Grupo EULEN continues to grow and strengthen its presence in the U.S. and beyond.
Grupo EULEN has established itself as a major player in the global services industry. Can you share how the company’s values and mission align with its operations in the U.S.?
Grupo EULEN is a Spanish company specializing in comprehensive services for businesses, institutions, and governments. We are experts in integrated management, offering more efficient and reliable processes specifically designed to meet the needs of each user through personalized management and unique dialogue. This approach allows our clients to focus 100% on the development and operation of their businesses.
What motivated Grupo EULEN to expand into the U.S. market, and how has the company tailored its services to meet the unique demands of the American market?
Grupo EULEN is a multinational company operating in several countries throughout the Americas. Our presence in the United States since 2008 was part of our geographical expansion strategy. After several years of learning about the business dynamics in this country, we now aim to reinforce our commitment to our customers in the United States. We truly believe our customers will find in their partnership with EULEN the trusted “one-stop-shop” vendor they need to outsource all their facility management services, with a personalized approach and guaranteed quality and standards.
Could you share some insights into Grupo EULEN’s current market share and positioning in the U.S.? What sets you apart from local competitors?
Well, I first want to clarify that we are a local company in the United States, operating under the names ASMO and USSI, both U.S.-born companies.
- As ASMO, we are a significant player in the Ground Handling sector at many of the major airports on the East Coast, such as JFK, DCA, EWR, MCO, TPA, and Miami International Airport, where we are one of the five companies authorized to work in the airside area for more than 30 airline companies.
- As USSI, our facility management company, we have a huge opportunity for growth and aim to become a more prominent provider. We offer a unique capability to deliver comprehensive services—including specialized janitorial services, maintenance, landscaping, concierge services, staffing, and more—and our dedicated organization focuses on personalized services, much like a boutique company.
Grupo EULEN has seen significant international growth. What are your strategic priorities for continued expansion in the U.S. in the coming years?
· First, our growth strategy is based on understanding our current customers’ needs, to be able to grow with them in other lines of business.
· Second, growing our market share in those airports we are already present, working for new airlines –gaining scalability and efficiency in our current markets–.
· Third, increasing our footprint in new airports and cities, close to the one we are already at –specially in the East Coast—
Are there any specific regions or industries in the U.S. that Grupo EULEN is targeting for expansion? How do you plan to tap into those areas?
Our expansion will primarily focus on the United States’ East Coast, where we already have a presence and established brand. We plan to add new cities and states along the East Coast as our current and new customers require.
In terms of industries, in addition to our services as ground handlers for aviation, we are highly focused on education, healthcare, commercial distribution, logistics companies, and office buildings. Furthermore, taking advantage of our corporate headquarters in Miami, sports arenas and large event centers are also part of our target market.
Grupo EULEN is involved in various service sectors. How does the company’s work impact the broader U.S. service industry, and what trends do you see emerging in these sectors?
In the air transport sector, safety and efficiency are two priority aspects for our customers. The trends in this regard are closely linked to the increased use of technology, which improves not only efficiency but also consistency in processes, thereby guaranteeing safety. In general, the biggest trend we observe in the service sector is the use of AI and automation to enhance both efficiency and quality.
How do you foresee the evolving workforce dynamics in the U.S. affecting Grupo EULEN’s operations, and what initiatives are in place to stay ahead of these shifts?
At Eulen, our main asset is our people. They represent our brand in front of our customers. Therefore, achieving motivated people, and who want to do their job better every day is essential. We give them all the tools they need, training, safety protocols, and most importantly, leaders who support them and motivate them to innovate and propose improvements to build customer loyalty. On the other hand, there are many opportunities for growth in the company, and we have many examples, of people who started as cleaning agents and today are managers of very strategic departments. We want to grow with our team and our customers.
How is Grupo EULEN leveraging technology to streamline operations and enhance service offerings in the U.S. market?
We leverage technology in almost all critical processes of the company. From shift planning and workforce management, the daily control of the operation, the dashboards with which we manage and share with our customers, and finally, in many of the equipment we use in our services to make the operation more autonomous, in cleaning robots, for example.
Automation, AI, and digital tools are reshaping the services industry. How is Grupo EULEN using these technologies to improve efficiency and stay competitive in the U.S.?
We use all available technology, to the extent that it allows us to improve efficiency and quality at the same time. While we have clients who demand it, there are still others who don’t like to introduce automation or AI.
As sustainability becomes increasingly important, how is Grupo EULEN addressing environmental and social responsibility within its U.S. operations?
EULEN Group has a clear set of values, with our priority being a commitment to social, labor, environmental, and human rights concerns, all of which are reflected in the way we work. We have signed the United Nations Global Compact and are committed to implementing its principles.
In the U.S., EULEN’s Social Responsibility is focused on our commitment to diversity in the three main areas we work: gender—more than 57% women, and 60% of the C-suite; generational—64% of employees are under 30 or over 50; and cultural—representing more than 60 different nationalities. The integration of at-risk groups and social action through the David Álvarez-EULEN Foundation are also key parts of our activities supporting more than 3,500 employees. Finally, we are committed to managing environmental impact, addressing climate change, and ensuring efficiency in implementing transparency and good corporate governance.
What is your long-term vision for Grupo EULEN in the U.S., and what role do you see the company playing in shaping the future of the service industry here?
We want to be a trusted partner for customers, specializing in Facility Services according to the needs of each industry. We are a full-service provider, and we want to become the one-stop-shop for all Facility Management outsourced services. As a multinational company, we have more than 60 years of experience in specialized cleaning services, infrastructure and building maintenance, landscaping, ancillary services and security. We are very competitive and consistent in our performance, and we will grow geographically, wherever our customers need us.
Finally, what advice would you give to other leaders looking to navigate the complexities of international expansion, particularly in such a competitive and diverse market like the U.S.?
While it is true that the U.S. market is highly competitive, it is also very dynamic, and customers tend to be practical, which makes outsourcing services more prevalent among U.S. companies. My advice would be no different from what I would apply to grow in any market: “Know your client deeply and adapt your services to the real needs of each client. Provide service data and insights so they feel in control and able to make informed decisions. Develop mutual trust.”
