ELFA’s New Board Chair Kris Snow is Focusing on Member Needs for Recovery and Growth

The Art of the Possible

Kristine A. “Kris” Snow has a vision for ELFA’s future, and it involves recovery, technology and an emphasis on diversity, inclusion and equity. As the new association Board Chair, Snow takes the organizational reins not only during ELFA’s 60th year but also during a global health crisis that has affected every member. Undaunted, Snow sees an opportunity for ELFA to be an integral part of helping member companies weather the pandemic while also continuing to look toward and prepare for the “next normal” as the threat of the COVID-19 virus wanes.

“It’s very surreal stepping into this role in the middle of the pandemic, with the current disruption,” says Snow, who is President of Cisco Systems Capital Corporation. “But for as much disruption as our members have endured, our businesses and our industry have proven time and time again how resilient we are.” 

With 20 years of experience as part of ELFA, Snow speaks from experience. She was leading a captive finance program when ELFA President and CEO Ralph Petta first invited her to attend the ELFA Annual Convention. “I was struck by the camaraderie, the companionship and the common purpose and values among the attendees,” she says. Members were engaged and eager to share knowledge and help each other. She was also impressed with the advocacy and research the association and the Equipment Leasing & Finance Foundation provided. 


It wasn’t long before Snow’s involvement in the Captive and Vendor Finance Business Council Steering Committee led to her chairing the committee. Snow has also served in a number of other roles, including as a member of the Board of Directors from 2008-2011 and again from 2017 to present. In addition to her current position on the Board, she is a member of ELFA’s Executive, Nominating and Personnel Committees.

Road to Success

Snow began her career as a system engineer. When she had an opportunity to move into a promising role in sales, she took it, soon advancing into management roles, including general manager for a technology company’s captive finance organization. The move gave Snow, who holds a Master’s in Business Administration, the opportunity to run a global business.  

No stranger to tumultuous economic times, Snow was Global President of an independent finance provider during the Great Recession, helping steer her company through one of the most challenging business environments in history. In 2009, she returned to the technology sector as Global President of Cisco Capital, which has a quarter-century-long relationship with ELFA. Cisco Capital manages more than $10 billion in assets and has a presence in more than 150 countries. 

Vision for the Future

Snow’s notable career has given her extensive experience working within both captive and hybrid models and partnering with banks and independent finance companies. She has first-hand insight into the challenges and opportunities these member segments face, which helped form her vision for her first goal as ELFA Board Chair: Helping members through the pandemic and economic recovery. 

In addition, Snow’s background gives her a clear vision of how ELFA can take a leadership role in helping members understand how technology can be a game-changer, which is her second goal for the organization. “Technology can amplify our business objectives and is something we should embrace, not shy away from,” she says. “It’s a very powerful tool in our toolkit.” 

Snow at ELFA 2020 Business LIVE! with 2020 ELFA Board Chair Martha Ahlers 

While many companies have added various digital elements to their operations, especially during the pandemic, technology can be a bigger driver of operational excellence, says Snow. Beyond videoconferences and electronic signature platforms, the right platforms and tools allow people to collaborate more effectively and accelerate business cycles. Artificial intelligence and machine learning are increasingly integrated into digital tools, making them more powerful in everything from finding and qualifying prospects to facilitating processing of leasing and financing products. Snow sees ELFA playing a key role in helping members understand “the art of the possible” when it comes to technology. 

Snow’s third goal as Chair has been a priority for ELFA for a number of years: Focusing on diversity, inclusion and equity within the industry. As Snow makes plans to attract more women and people of color to the industry, she keeps her daughter—a recent college graduate and STEM professional—in mind. 

“She is intelligent, balanced, sensitive and globally and culturally aware, as that generation is,” notes Snow. “They really provide hope for all of us. And so, the focus on diversity, inclusion and equity (DI&E) is also founded in making sure that we create that environment where our children can excel and succeed in this industry, which will really move our businesses forward.”


Snow notes that the equipment finance industry provides excellent career opportunities for young professionals. She will continue to support the organization’s DI&E efforts and programs, as well as explore new ways to attract new talent to the industry. 

Voice of the Member 

Outside of ELFA, Snow is busy with a number of civic and community organizations. She serves on the Gonzaga University Board of Trustees and is Board Member Emeritus for St. Mary’s College School of Economics and Business Administration. She is also widely recognized within the business community and was honored by the Computer Reseller News 2019 Women of the Channel list. She also received the Silicon Valley Business Journal’s Women of Influence award and the YWCA Tribute to Women Award for the Silicon Valley.

Snow is an avid golfer, weather permitting. She is also a self-proclaimed “recovering percussionist,” who played during her middle school and high school years. However, she also stated on the record that she is open to coming out of her self-imposed drumming retirement should an invitation to join "the infamous ELFA band," The Financial Statement, arise. (Editor’s note to Ralph Petta: Call her.) She looks forward to the time when ELFA members can gather in-person again. 

Most of all, Snow wants to use her unique blend of professional, industry and personal experience in her role as Board Chair for the benefit of members going through a challenging time. “I’m so honored to take on this role as ELFA reaches its 60th anniversary. And I’m here to be the voice of the member companies,” she says. “I would say directly to member companies and the members themselves: Please do not hesitate to contact me if I can be of assistance in any way."