Candida Hernandez Email & Phone Number

Santo Domingo, Do

República Dominicana

Founder and CEO of PartnerUp, At Partner Up, we believe in the power of collaboration to drive growth for everyone. We operate through two divisions: PartnerUp-Expert, where we collaborate with companies through consulting services, and Partner-Up Consumers, where we empower consumers to engage in brand collaboration through marketing services. PartnerUp with expert: Based on my experience of working with multinational corporations and some of the world's most prestigious consulting agencies and firms, I offer businesses my expertise grounded in proven methodologies. These methodologies will enable them to establish their market presence and develop consistent growth strategies to strengthen their business.PartnerUp Consumer: http://www.partnerup.com.do/PartnerUp Consumers is a disruptive business model that is redefining the way influencer marketing is done in our country. The pioneers of a new industry where brands and consumers collaborate and grow together.

Scope: Leading long term-short term business strategy, insights & cycle planning (1Year Plan, 3YP & 10YP), Responsible for Marketing strategy and execution of the entire portfolio; also responsible for the corporate reputation, the business units of Non-alcoholic and High-End Co. with P&L responsibility up to US$ 65 million. Leading a team of 36 people and reporting to the Country head. • Accountable for accelerating the digital transformation agenda within marketing (Agile WOW, performance marketing, Data & Analytics, DTC mkt integration, B2B integration, digital native content). • Kept Presidente beer at Lovemark position and raised its equity, consolidated as the most powerful brand among the Middle America beer brands – Source Kantar 2022• Led the portfolio transformation through Innovation & Premiumization. Beer Innovation Renewal Rate + 9.3% 2021. Premium Mix growth, + 5.4pp 2021. Successful launch of Modelo beer in DR, growing equity and shares 5 times 2019–2021. • Corporate reputation: In a crisis scenario, managed to keep CND at #1 position of the reputation ranking and achieved the #1 position in the ranking of the countries where AB-Inbev operates globally. – Source Merco2022• Have worked on strategic alliances to change behavior regarding the responsible consumption of alcoholic beverages. #LaFriaNoVaConElGuia. have promoted campaigns that set the standard in terms of D&I and care for the environment. #ProudToBeWhoWeAre #MiradorDePlastico #Recicla100+• Have implemented several leading-edge marketing initiatives #DominicanNFT’s #Toque de Fria – brand & DTC integration. 1st drone show, B2O promotions. • Have developed the plan to reimagine and transform the Beer & NAB’s category for future: Created an innovation pipeline anticipating new trends – H&W (Sugar reduction program, natural ingredients, removal of preservatives) & aligned with the sustainability agenda (PET with recycled content / 100% solar energy / 100% recycled bottles).

• Responsible for Leading the company's growth strategy in each market, understanding the landscape in terms of business goals, consumer trends, competitors, economic environments & maturity stages. Sizing and prioritizing growth opportunities against strategic business objectives. Responsible for design the long-term portfolio strategy, inno pipeline, revising brands architecture and brand positioning to cover all spaces with clear brand roles. Managing a portfolio of over 30 global and local brands. Reported to the Business Unit President. Leading 6 direct reports and 35 Indirect reports. Lead coordination between Countries – Business Unit – Zone & Global functionals Main Results: • Developed the long-term business strategy (3 year plan) for DR, Panama, Guatemala & PR• Have designed the long-term portfolio strategy. • Defined the innovation pipeline for each market• Defined the strategic priorities to be focused on. • Have revised main Core brands (Presidente and Atlas Golden light) brand strategy & strengthened its positioning with a better world strategy. • Member of the steerCo for the “Growth acceleration project” where many transformation opportunities were identified, prioritized, and accelerated.

Responsible for defining the business expansion strategy and growth plan for each of the participating categories, developing the ideal portfolio to capture growth opportunities. Leading an entire business, turning strategy into reality, managing quick win actions, empowering teams. Managing a commercial package of US$18Mio (COMMERCIAL CAPEX, INNO CAPEX, SALES Discount budget, MKT and Sales budget) Leading a team of 11 people. Reporting to the Country Head. Main Results: • Turned CND into a total beverage company integrating new categories that represented 29% of the volume and 20% of the revenue by 2017. • Found new revenue streams through M&A (Grupo Rojas), commercialization agreements and license brands ( Pepsico, Red Bull , Royal Unibreu, Ron Barcelo) • Implemented an innovation strategy to strengthen and grow the business: 7 product renewals, 4 new SKUs, 14-line extensions, 2 new brands and several value engineering initiatives. • Transformed the Malt category in DR. Multiplied by 3.5 P&L results (Internal data), grew SOM from 60% to 75% (Nielsen)• Achieved the CSD turnaround, took CSD Flavor brands from 3rd place to lead (Source Nielsen). Increased Pepsico brands quality perception and trust (44% to 71%) and achieve the all-time high brand power in flavors brands (+16pp ) in the period of 2013-2015.• Led the repositioning of the Ron Barceló brand, have designed, and implemented its portfolio expansion plan during the years 2016-2018

Responsible for defining the business expansion strategy and growth plan for each of the participating categories, developing the ideal portfolio to capture growth opportunities. Leading an entire business, turning strategy into reality, managing quick win actions, empowering teams. Managing a commercial package of US$18Mio (COMMERCIAL CAPEX, INNO CAPEX, SALES Discount budget, MKT and Sales budget) Leading a team of 11 people. Reporting to the Country Head. Main Results: • Turned CND into a total beverage company integrating new categories that represented 29% of the volume and 20% of the revenue by 2017. • Found new revenue streams through M&A (Grupo Rojas), commercialization agreements and license brands ( Pepsico, Red Bull , Royal Unibreu, Ron Barcelo) • Implemented an innovation strategy to strengthen and grow the business: 7 product renewals, 4 new SKUs, 14-line extensions, 2 new brands and several value engineering initiatives. • Transformed the Malt category in DR. Multiplied by 3.5 P&L results (Internal data), grew SOM from 60% to 75% (Nielsen)• Achieved the CSD turnaround, took CSD Flavor brands from 3rd place to lead (Source Nielsen). Increased Pepsico brands quality perception and trust (44% to 71%) and achieve the all-time high brand power in flavors brands (+16pp ) in the period of 2013-2015.

Responsible for the commercialization & distribution of Cerveza Presidente in 12 markets (central America, Caribbean & Europe). Full responsibility for P&Ls results of each markets & the region. Accountable to define the best partnership/distribution model and evaluate potential distributors for the brand in the designated markets. Constructed a mature and value relationship with our distributors, by influencing and engaging them into the key brand Strategies. Accountable for the development of the commercial strategy (price positioning, margin pull, distribution model, regionals campaigns and brand assets) to be implemented in each of the 12 markets of the region. Reporting to International Vice President. Key accomplishments: • Introduced Presidente beer in Panama, Spain, Italy, Andorra, Switzerland, Bahamas, Grand Cayman, Suriname, Antigua, Guadeloupe and Martinique. • Presidente beer became the #2 Beer Brand of San Martín• I performed an evaluation of the Spain market, evaluating its distribution system and provided a proper recommendation to the company • Multiplied by 1.4 bottom-line results of the region.

Managing New Products & Services For Strategic Competitive Advantage, Marketing

Kellogg On Branding, Marketing

Master Of Business Administration - Mba

Industrial Engineer