Alba Cholula, a standout professional at Franklin Templeton, was recently honored with the “Excellence in Trading” award at Markets Media Group’s inaugural Women in Finance Latin America Awards. Held on March 6 in Mexico City, the event celebrated trailblazing women who are shaping the future of finance in the region. Alba’s recognition is a testament to her analytical expertise, strategic execution, and impactful presence in the trading space. Her journey—from growing up around her mother’s small business in Oaxaca to becoming a key player in Franklin Templeton’s investment operations—highlights both personal dedication and professional excellence. This award not only acknowledges Alba’s individual accomplishments, but also symbolizes the progress being made toward greater inclusion of women in financial leadership roles throughout Latin America. As the finance industry evolves, professionals like Alba are leading the charge, setting new standards, and inspiring a new generation of women to pursue careers in finance and trading.
Early Foundations in Oaxaca
Alba Cholula’s journey to trading success began in the vibrant markets of Oaxaca, Mexico, far from the financial hubs of Wall Street. As a child, she observed her mother, who owned a shoe store, expertly negotiating with customers and suppliers. This hands-on experience in commerce ignited her fascination with market dynamics and trading. Growing up surrounded by the rhythms of buying, selling, and bargaining, Alba developed an innate understanding of market forces long before entering formal finance education. These early lessons in negotiation, adaptability, and strategy became the foundation of her future career in finance. Her deep curiosity about how markets operate, combined with a natural talent for analyzing patterns, propelled her toward a career in trading. These formative years not only shaped her professional path but also gave her a unique perspective on financial decision-making that continues to guide her work today.
Academic Excellence and Entry into Finance
Driven by her passion for numbers, Alba Cholula pursued a degree in Applied Mathematics at the prestigious Instituto Tecnológico Autónomo de México (ITAM), one of Mexico’s top universities. She graduated in 2020, a year marked by the global pandemic, which highlighted the critical need for resilient financial systems capable of navigating uncertainty. This challenging time further fueled her determination to contribute to the financial sector. After taking some time to reconnect with family, Alba embarked on her professional journey in 2021 by joining Franklin Templeton Mexico. There, she found the perfect environment to apply her analytical skills and deepen her understanding of finance. Her education at ITAM, coupled with her ability to adapt in a rapidly changing world, laid a strong foundation for her success at Franklin Templeton, where she continues to excel in the field of trading and investment strategy.
Strategic Role at Franklin Templeton
At Franklin Templeton, Alba plays a key role in trading both fixed income and equity securities. She works across retail and institutional client segments, closely collaborating with portfolio managers to execute trades efficiently and align with investment strategy. Her work is backed by the expertise of the Local Investment Team, which manages five of the firm’s ten funds in Mexico, and by global teams in the US and Europe.
One highlight of her team’s performance is the Short-Term Fixed Income Fund, which was named Best Low Duration Fixed Income Fund in Mexico by the 2025 Morningstar Awards for the seventh consecutive year. This honor underscores the team’s disciplined and effective investment approach.
Overcoming Market Volatility
Alba Cholula identifies market volatility as one of the primary challenges she faces in achieving optimal execution. With financial markets constantly evolving, she stresses the importance of staying well-informed, being adaptable, and leveraging both local insights and global macroeconomic analysis. The combination of Franklin Templeton’s local expertise, rooted in Mexico’s economic landscape, and its global perspective provides Alba with a comprehensive view that enhances her decision-making process. This dual perspective allows her to navigate the complexities of the market, adapt to shifting conditions, and implement strategies that lead to strong investment results. By utilizing data-driven approaches and drawing from a wealth of both regional and global knowledge, Alba ensures that her trades are executed efficiently, achieving the best possible outcomes for her clients. This ability to remain agile while capitalizing on comprehensive market analysis has been key to her success in the fast-paced world of trading.
Traits That Drive Success
When asked about the keys to her success, Alba highlights resilience, analytical ability, and strong communication skills. These qualities allow her to face challenges head-on, make informed decisions, and foster strong relationships with colleagues and clients. She also credits Franklin Templeton’s inclusive culture and emphasis on diversity as playing a significant role in her development.
Championing Diversity and Mentorship
Franklin Templeton’s commitment to Diversity, Equity and Inclusion (DE&I) is evident in initiatives such as the “Women” Business Resource Group. This internal community supports female employees through mentorship, workshops, and networking events. Alba finds these resources invaluable, and she’s passionate about giving back by mentoring younger women pursuing careers in finance.
She names two key mentors who have shaped her journey: Nadia Montes de Oca, CFA, a senior portfolio manager with over a decade of experience, and Jenny Johnson, CEO of Franklin Templeton. Their leadership and encouragement have inspired Alba to pursue excellence and advocate for greater gender equity in finance.
A Vision for the Future
Alba sees great potential for women in finance in Latin America, although she acknowledges ongoing challenges such as cultural biases and underrepresentation in senior roles. She calls for more mentorship and inclusive workplace practices to help close the gap.
Looking ahead, Alba aims to deepen her expertise in trading and eventually explore opportunities in portfolio management. She remains committed to empowering women in the financial industry and hopes to serve as both a role model and mentor for the next generation.
Advice to Aspiring Women in Finance
To young women considering a career in finance, Alba offers clear guidance: “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.”
Her journey is a powerful reminder that with passion, skill, and resilience, it’s possible to rise through the ranks in finance and make a lasting impact—not just in the markets, but in the industry as a whole.
Frequently Asked Questions
Who is Alba Cholula?
Alba Cholula is a trader at Franklin Templeton Mexico, awarded “Excellence in Trading” at the Women in Finance Latin America Awards.
What led Alba Cholula to finance?
Her interest began in childhood, observing her mother’s business in Oaxaca. She studied Applied Mathematics at ITAM and pursued a finance career.
What is Alba Cholula’s role at Franklin Templeton?
Alba specializes in trading fixed income and equities, working with clients to ensure optimal investment strategies.
What challenges does Alba face in trading?
Alba faces market volatility and emphasizes adaptability, informed decision-making, and combining local and global market insights.
How has Franklin Templeton supported Alba?
The firm supports her growth through a diverse, inclusive environment and DE&I initiatives that provide mentorship and professional development.
What advice does Alba have for women in finance?
Alba advises women to follow their passions, take risks, and build resilience and adaptability to succeed in finance.
What is Alba Cholula’s future vision?
She aims to continue growing in trading, with a future interest in portfolio management, and to mentor other women in finance.
Conclusion
Alba Cholula’s journey in finance showcases the power of resilience, adaptability, and strong analytical skills. From her early exposure to commerce in Oaxaca to becoming a key figure at Franklin Templeton, she continues to thrive by leveraging local and global insights. Her success highlights the evolving opportunities for women in finance, serving as both an inspiration and a mentor to future generations aiming to make an impact in the industry.
