Elsa Gómez and Liliana Estrada

EY World Entrepreneur Of The Year™ 2026 finalists, Colombia
Co‑Founders and Board Members, Eficacia

Elsa Gómez and Liliana Estrada are building inclusive growth through workforce solutions.

Elsa Marina Gómez and Liliana Estrada de Londoño built their careers by responding to a need they understood firsthand: access to dignified, formal work. At a time when opportunities were limited, particularly for women, they founded a temporary services company designed to open doors to employment and professional experience.

When faced with a major regulatory change in Colombia’s labor environment, Elsa and Liliana chose to adapt. They reimagined their business, expanding beyond temporary staffing to create Eficacia, a company designed to help organizations manage their talent through a broader, more integrated portfolio of services.

Today, Eficacia is a business process outsourcing and business support services company with more than 40 years of experience across Latin America. The company supports clients through trade marketing, sales operations and end-to-end human resources outsourcing, including staffing, payroll outsourcing and specialized talent solutions.

Under their leadership, Eficacia has become one of the country’s leading employers, offering thousands of people their first job opportunity and enabling them to gain experience, continue their studies, and improve their quality of life through its training school and development programs.

Elsa and Liliana proudly embody the power of female leadership focused on promoting inclusion, transforming lives, strengthening business competitiveness and advancing the country’s development.