Founder | Trust Capital Brands
Estela Vázquez Perez, CHRL, CTDP®, Prosci® Certified
Founder & CEO | Fractional Chief Marketing and People Officer
I founded Trust Capital Brands, by Talentscopic, on a conviction earned across twenty years of leading people, brand, and workforce strategy alongside executive teams: trust capital builds brands. The reputation a company holds with its clients, its talent, and its investors is built from the trust its people experience, and the two are rarely managed together.
The issue was never investment. It was fragmentation.
Hiring, leadership development, learning, employer brand, and workforce planning were run as separate initiatives, measured by different yardsticks, and reported in a language the P&L could not read. Leaders could see the symptoms, such as attrition, vacancy, and hiring cost, but not the system producing them.
Through growth, acquisitions, transformation, and workforce disruption, I have seen what happens when that system is connected and measured. At a multinational financial institution with 95,000 employees, a proprietary talent index helped close a 2,500-engineer gap and reverse a 25-point decline in tech-talent preference. At a $450M healthcare network, tying workforce plans to the financial plan cut vacancy from 40% to 5% and unlocked $114M in annual earnings potential. At a multinational bank across 55 countries, I helped position the organization as a premier global employer.
Trust Capital Brands was built on that experience. The Trust Capital Brands Ecosystem connects leadership, capability, employer brand, and workforce strategy into one system. It begins with the Trust Capital Brands Index, which shows where trust is being built and where it is leaking. It continues through four advisor-led accelerators, Promise, Magnetism, Capability, and Stewardship, each aimed at a specific finding. The outcome is talent density: the right capability, in the right places, ahead of the market.
Founder-led companies rarely have both a Chief Marketing Officer and a Chief People Officer, yet they carry the full cost when the two are misaligned. I serve as theirs, as a fractional executive, and I begin every engagement with evidence.
Because in the AI era, advantage will belong to organizations that develop capability faster than the market can acquire it.
I lead with intention and grit, strength and compassion, and I measure people strategy where it belongs: against the P&L.
Professional Background
- Fractional CMO and CPO to founder-led companies; 20+ years leading marketing, talent, and workforce strategy across financial services and healthcare in Canada
- Executive roles at a multinational financial institution (95,000 employees), a multinational bank (55 countries), a $10B financial cooperative, a $450M healthcare network, and a $1.2B healthcare organization (24,000 employees)
- M.Sc., Information Technology Management, and B.A., Marketing, ITESM
- CHRL, CTDP®, and Prosci® Certified Change Practitioner
- Published by McLean & Company and Adecco Magazine; keynote speaker for HCI and Great Place to Work
Begin with a conversation
If you are a founder who wants brand and people working as one system, let’s talk.