My Purpose

Deena believes in practicing gratitude and optimism and emboldens more people to ask the question “Why Not Me?” instead of “Why Me?” as they encounter challenges and opportunities and grow in their personal and professional lives.

Deena is a mother, wife, daughter, professional, high impact leader and influential speaker focused on character-based leadership and development encouraging young men and women to reach their full potential. Deena delights in building high-performance teams and developing talent. She uses her personal experiences and insights to motivate, engage and relate to young professionals inspiring them to lead with their own unique character traits and advance their emotional intelligence as they progress in their careers.

About Deena

Deena began her professional career in the IT industry with Tech Data (the world's largest technology distributor) in 2000. Her career progressed through a series of promotions and increasing responsibilities in operations, marketing, and sales and culminated with her being appointed as Vice President and General Manager of Tech Data’s Latin America and Caribbean region until December 2019. After 19 productive and fulfilling years, Deena made the decision to pursue a new opportunity, the VP/GM for Xerox Latin America. Deena was actively pursued by Xerox based on her experience and profile and she decided to practice what she preached, step out of her comfort zone and make the leap to try something new. Less than 2 years after joining Xerox, Deena has been appointed the global Chief Marketing Officer where she will be charged with amplifying the market's awareness of the brand's re-invention, transformation and innovative solution offerings.

Deena’s Impact

Deena is passionate about diversity and is a founding member of Tech Data Miami’s Diversity & Inclusion Council, the 2016 recipient of the Florida Diversity Council’s Glass Ceiling Award and a 2017 honoree of CRN’s 100 Women of The Channel List. Deena is also an avid advocate for children’s cancer awareness and research due to her own family’s battle with the disease. She is personally involved in fundraising efforts and community support for organizations such as Mystic Force Foundation & Nicklaus Children’s Foundation.


Deena’s son was chosen as the ambassador for the oncology department at Nicklaus Children’s Hospital and as such will lead a team as a Super Duper Hero for Super Duper Fun Day, the foundation’s flagship fundraiser and family festival on November 17th, 2018 in Coconut Grove, Florida.

Deena also lends her time and energy to Susan G Komen, where she was the top individual fundraiser for the summer walk and hope for the cure day on October 13, 2018.

To date, Deena has led personal fundraising efforts resulting in over $25,000 being donated to the organizations she supports.

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