Executive Profile
Marisa Jimenez de Segovia, CAFS, NCT President, Air-Care de Mexico How did you get your start in the filter industry? My grandfather, husband and I started Air-Care as an air duct cleaning company in 1992 and we imported air filters from Air-Care Las Vegas. At that time, in Mexico, most of the air filter sizes were nonstandard, so having filters in stock was not an option for us. It was my grandfather’s idea to start manufacturing them in Mexico, due to the lead times and import processes for small quantities of air filters.
Marisa Jimenez de Segovia, CAFS, NCT, ASCS, CEICC is co-founder of Air-Care de Mexico. Of Mexican and Spanish nationality, Marisa as born in Monterrey, Mexico. She has been married to Gabriel for 32 years, and has three children and two grandchildren... for the moment. Marisa is an ASHRAE Fellow Member, Past President of NAFA, Past President of ASHRAE Monterrey Chapter, Past President of American Chamber of Mexico Monterrey Chapter and ASHRAE Voting member on the 52.2 & TC 2.4 committees.
“...the key to getting the most benefits [from NAFA membership] is to participate in the activities.”
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What is the most challenging aspect running a filter company As with every other company: finding the right people to work with you. Definitely it is WHO you work with, so finding people with the right attitude, who are accountable for their actions and willing to always learn is the most challenging thing in running a business. Did you have a business mentor and if so, who is/was it This is a difficult question as we have had different mentors through this journey. When we founded Air-Care de Mexico, we had zero experience. We were three founders: my grandfather who was a retired economist, my husband a financial consultant and myself, a 22 year old, just graduated psychologist, and first time mom with a five month old baby. Dick Papaleo from Air-Care Las Vegas and his team, at the time, Mary Dziak and Mike Stanovich, were our first mentors as they shared their knowledge and wisdom with us. They introduced us to the IAQ business and literally taught us how to manufacture our first filters. What’s the best piece of business advice anyone ever gave you. “Make sure everyone in Air-Care de Mexico knows the core values of the company.” Sometimes, a company’s values are numerous and make it hard to remember, other times they may be posted on websites or as wall decor. So the idea is to narrow down to three or four values and tattoo them on our hearts. Values reflect who we are and what we believe in. I strongly believe, that by living the core values, these will act as a guide. Therefore, our actions, roles and decisions should always be aligned to these values.
How do you motivate your employees? Celebrating small steps, giving positive feedback and recognition for a job well done. Offering opportunities to learn, grow and having flexible schedules. For example, 15 years ago, Air-Care de Mexico implemented remote/home office setups for certain employees. This was not something common in Mexico before the pandemic. Do you have any words of wisdom for up and coming filter professionals? I would invite everyone to join NAFA. After joining you need to get involved: make plans to attend NAFA meetings, join the committees and get certified. As with any other organization, the key to getting the most benefits is to participate in the activities. Two of the most valuable aspects of participating, is the informal benchmarking and networking that occurs while attending the meetings. The first time my grandfather visited the NAFA booth at an AHR, he bought the NAFA Guide to Air Filtration. Years later we joined the association, I sincerely regret not becoming a member earlier. How has your company benefited from NAFA membership. Our company has benefited in multiple ways, we have learned from the seminars and best practices. We have networked and made long lasting relationships with suppliers we know and trust through NAFA. We have received a lot of tips and support by NAFA members. But most importantly we have met bright colleagues and made true enduring friends. NAFA is like family and some of my NAFA friends are now my best friends. ■
Air-Care de Mexico is 100% Mexican company, established 1992 in Monterrey, Mexico. We are an air filter distributor and manufacturer, and distributor of germicidal ultraviolet light and air purifiers. Air-Care de Mexico was the first air duct cleaning professional company in Mexico. Five years from now, we see ourselves as the air filter leader manufacturer in Latin America.
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