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.

• 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.
• 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.
• 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.

• 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.
• 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.

• 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.
• 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.

• 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.
• 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.

• 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.
• 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