Isabel Noboa Pontón, the executive president of Nobis Holding de Inversiones, has once again topped the Merco ranking for the best business reputations in Ecuador for 2025. This achievement, which she has maintained for twelve consecutive years, highlights her influence as a leader in various sectors, including real estate, agriculture, agro-exporting, industry, and tourism. Noboa's name has become synonymous with leadership and enterprise, inspiring both men and women in the country.

In her reflection on leading the ranking once more, Noboa articulates that her sense of pride is intertwined with the knowledge that working with a purpose, principles, and values results in lasting outcomes. She interprets her position atop the list not merely as a personal achievement but as a testament to the continuous effort to build and maintain a solid reputation. Each day, every decision, conversation, and gesture contributes to this ongoing process of reputation-building.

The release of this ranking, featured in El Universo's business report, reinforces not only Noboa's status but also the importance of ethical leadership in Ecuadorian business practices, encouraging other leaders to recognize that their reputations are shaped by their daily actions and commitments to their teams and society at large. Noboa's journey signifies the potential impact of dedicated leaders on the business landscape in Ecuador.