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Hugo Hernández has a wealth of work experience, beginning in 1996 as Gerente for Distribuidora Hernandez Ldta, a company providing transport and logistics services to Bavaria s.a. In 2000, they became a Consultor Empresarial for Compensar, followed by a role as Consultor Estratégico for Terra Networks in 2006. In 2005, they became Manager of E-businet Ltda, a company specializing in web solutions. From 2007 to 2011, they were Manager Colombia for comScore, Inc. and then Country Manager Colombia-Perú for Media Response. In 2009, they were also a Consultor de Internet for REVISTA P&M COLOMBIA, helping to build the company's internet portal. In 2018, they became Managing Director for SentiOne - Target Mobile, and in 2019 they became Profesor modulo CRM for Platzi, teaching a Salesforce CRM module.

Hugo Hernández completed a Professional degree in Business Administration from Universidad Jorge Tadeo Lozano between 1997 and 2002. Hugo also completed a Diplomado in Marketing Management from the same university in 2002. In 2009, they earned a Posgrado in Digital Marketing from EAE Business School.