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Our Professors


Our team of professors is strategically composed of CFA® charterholders, who have both relevant experience in the financial services industry, as well as relevant experience and recognition as professors of preparation courses for the CFA® Program.

Elite Market Instruction professors have more wide professional experience in the financial sector, as well as  experience as instructors. 


Heber Longhurst, PhD, CFA has an MBA (w/ honors) in Global Finance from Thunderbird (the #1 school in Global Management in the world). He earned nis PhD in finance en 2019 from the International School of Management. Heber has over a decade of financial services experience in fixed income research, equity research and portfolio management, including CitiBanamex, Interacciones and Pichardo Asset Management.

Heber’s most recent teaching experience began as a mentor with the CFA Investment Research Challenge in 2010 where he has the more winning teams than any other mentor in Mexico. Heber has taught at the UNAM, ITAM, IBERO, UP with the CFA Society and is currently a recognized and beloved professor at the ITESM-CCM. Heber has been recognized many times both by the institutions where he teaches as well as the students.  He is passionate about teaching as teaching is the key to change and develop not only individuals but also societies.

He founded Elite Market Instruction in 2014, with the objective of transforming Mexico’s Financial Sector by increasing the number of charterholders in the country. He is currently managing partner and professor at Elite Market Instruction. He is currently a board member of the CFA Society in Mexico.

Heber Longhurst, PhD, CFA

Founder of Elite Market Instruction | Profesor at Elite Market Instruction | Professor at the Tec de Monterrey

Jorge Unda is an economist graduated from UDLA, Puebla, where he graduated with an award-winning National Thesis testing the efficiency of the Mexican securities market. Later, he studied the Master in Finance at ITAM and is a CFA charterholder since 2007.

Jorge Unda is currently CIO LATAM (Chief Investment Officer) of BBVA and responsible for Investments in Latin American Funds and Local Investment Funds in the following countries: Argentina, Colombia, Peru, Chile and Mexico.

As CIO LATAM, he is responsible for the management of more than 35 billion USD in Latin America with investments in Mutual Funds, ETFs, Private Portfolios, Insurance Portfolios, Pensions and Trusts.

Jorge Unda has worked as CIO of the Asset Management department for Mexico and Director of third party portfolio management. He has participated as speaker in many conferences such as:the Annual Conference Uniapravi, INFONAVIT’s Annual Housing Conference, the Securitization and Structured Finance in Latin America (SILAS ), The Latin America Corporate Bond Conference, the Latibex BME Forum (Spanish Stock Exchanges and Markets), the IPE 360 ° Meeting, the BBVA Tokyo Seminar, the GFC Bonds & Loans Conference, the tenth Anniversary of the AMIB Global Markets Seminar, KITE Invest, Debwire Forum Mexico, and at the UNAM International Finance Conference.

He is also a member of the CFA Society in Mexico.

Jorge Unda Rodríguez, CFA

BBVA - CIO Latam | Asset Management | Professor at Elite Market Instruction

Gabriela has eight years of experience in the financial sector, including Scotiabank, Sociedad Hipotecaria Federal and Prudential Bank in the areas of Equity and Fixed Income Research, Risk and Portfolio Management. She is responsible for the strategy of Scotiabanks’ equity funds, as well as the management of institutional clients’ portfolios. Gabriela holds a Bachelor's degree in Public Accounting and Financial Strategy from ITAM, where she graduated with honors. She holds the Chartered Financial Analyst designation since 2014.

Gabriela Soní Rodríguez, CFA

Equity Portfolio Manager – Scotiabank | Professor at Elite Market Instruction

Dr. Montserrat Reyna studied "Bachelor of Mathematics" at the National Autonomous University of Mexico, graduated with Honorable Mention. She holds a PhD in Financial Sciences from the EGADE Business School. She is a member of the National System of Researchers as a candidate, and CFA Charter Holder. She is Professor-Researcher in the Finance area at the Tecnológico de Monterrey, Campus Santa Fe, and at the EGADE Business School, Mexico City. Her research focuses on the topics of Asset Valuation, Construction and Administration of Investment Portfolios and Behavioral Finance.

She participates in International congresses, recently presented works in the VI Congress of Financial Research FIMEF, in the International Finance Conference 2015, in the 20th Annual International Conference of the Real Options Society and the Global Finance Conference 2016.

Previously, she served as the Career Director of the Bachelor's Degree in Financial Management at Campus Santa Fe.

She has taught the subjects of Risk Management and Financial Mathematics for Bachelor and Statistic level and Theory of Investments at the Doctorate level. She has participated as an instructor in refresher courses of the National Banking and Securities Commission. She was Visiting Professor at the University of Fudan, in China, from January to July 2016. She has worked as an independent consultant in Finance and Economics, particularly in matters of Asset Valuation and Efficiency Measurement, highlighting projects for PEMEX and PIP .

Dra. Montserrat Reyna, CFA

Member of the National System of Researchers | Researcher Professor at ITESM y EGADE | Professor at Elite Market Instruction

Julio Sánchez graduated with honors from Tecnológico de Monterrey in ​​Finance, with a concentration in Financial Analysis and Investment Management. He subsequently obtained the designation as a CFA charterholder and is currently pursuing a Master's Degree in Business Administration and Management at the EGADE Business School.

Julio Sánchez was selected by BBVA Bancomer through the Fondo Bancomer Business Clinic to be part of its team of managers; institution in which he has collaborated since his graduation in May 2013. During this time he has managed the government debt products through Investment Companies, Insurance Portfolios, Pensions, Trusts and Personalized Contracts. Regarding risk profile, he has managed the entire range of durations (short, medium and long term) as well as portfolios of absolute performance.

His activity as a teacher began during his last year of the bachelor's degree by jointly offering subjects related to stock exchange finance. After graduation, he has been a professor at the undergraduate level in ITESM CCM and CEM in subjects such as investment management, financial programming, fixed income, benchmarking, among others.

Julio Sánchez Trujillo, CFA

BBVA Bancomer – Portfolio Manager | Professor at ITESM | Professor at Elite Market Instruction

José Segarra,  has 6 years of experience in asset management, managing both fixed income and equity assets for BBVA Bancomer, Metlife, and most recently, Principal. Currently he is the Equity Portfolio Manager for Principal AFORE, where he directly manages approximately 2 Billion USD and participates in the asset allocation for the AFORE's total portfolio worth more than 7 Billion USD.

Jose has teaching experience in the ITESM CSM from which he graduated Summa Cum Laude; he has also taught courses both in ITESM CSF and the  UP.

José successully passed the three levels of the CFA Program in the first try in a period of 2 years between 2012 and 2014. He was also credited by GARP as Financial Risk Manager in 2016. He is committed to promoting the CFA Institute's Mission, Vision, and Values and he joined the Elite Market instruction sharing the belief that adding more CFA Charterholders in Mexico will contribute to the holistic development of the local Market and the enhancement of asset management practices.

José Segarra, CFA

Equity Portfolio Manager at AFORE Principal | Professor at Elite Market Instruction


Natalia Zamora holds a degree in Finance and Public Accounting from Universidad Anahuac Mexico Norte, where she also earned a diploma in leadership. She is currently an analyst in the Equity Research team in Grupo Bursatil Mexicano, where she works since 2016. Upon her graduation, she began with the CFA Program, successfully passing the three levels in the first try, in the 2-year period between 2016 and 2018. Previously, Natalia worked in an investment banking boutique and was an analyst in administration of funding programs in Navix de Mexico, a financial institution specialized in the energy sector.

Natalia Zamora, CFA

Equity Research Analyst en GBM | Professor at Elite Market Instruction


Gustavo Espinosa is an Engineer in Electronic Systems from ITESM and holds a Master's Degree in Finance from ITAM. He worked as a Mortgage Securitization Analyst at Scotiabank where he was later Deputy Director of Analysis. He is currently Associate Director of the Investment Consulting practice at Willis Towers Watson Mexico.


He has the Chartered Financial Analyst and Certificate in Investment Performance designation by the CFA Institute as well as the Chartered Alternative Investment Analyst designation by the CAIA Association. He has more than 15 years of experience in preparation courses for AMIB and MexDer certification exams. He has taught master's degree courses at ITAM and Universidad Panamericana, as well as preparation courses for the CFA Program.

Gustavo Espinosa, CFA, CAIA, CIPM

Associate Director en Willis Towers Watson México | Professor at Elite Market Instruction


Arturo Villar studied Financial Management at ITESM, later he completed his Master's Degree in Finance at ITAM and is CFA Charterholder since 2017. He worked at the S & P Global Ratings in the structured finance sector, analyzing the Mexican securitizations of ABS and RMBS.

He currently advises companies that are in the process of issuing public or private debt in PLAN Estructuras y Portafolios and is a professor at IBERO at the undergraduate level, where he teaches the Seminar on Financial Decisions, Corporate Finance and Investment Portfolios.

Arturo Villar, CFA

Socio en PLAN Estructuras y Portafolios | Profesor de Cátedra IBERO | Professor at Elite Market Instruction


Orlando Zendejas, has a degree in Actuarial studies, he graduated with Honorable Mention from the Universidad Anáhuac México Norte. He has postgraduate studies in Tax Law and Tax Administration. Since 2013 he has worked in the financial sector for institutions such as Banobras, Afore Banamex and Banco Interacciones.

He has experience as a derivatives trader, in the structuring and issuance of Certificados Bursátiles for 20,000 million pesos, of FIBRA-E in airports for 30,000 million pesos, in the management of pension investment for 20,000 million pesos in fixed income, financial valuations (Project Finance) and in the analysis of market risks.

He has participated as an adjunct professor in master's degree programs, since 2013, for Universidad Anáhuac campus México Norte and Querétaro, Universidad Panamericana and ITESM, in courses such as Derivatives Market, Portfolio Management, Investments and Risk Management.

Orlando Zendejas Zendejas, CFA

Trader, Interest Rate and FX Derivatives at Banobras | Professor at Elite Market Instruction

CFA Institute does not endorse, promote, or warrant the accuracy or quality of the products or services offered by Elite Market Instruction. CFA® are trademarks owned by CFA Institute.

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