María Noel Hernández

Current Position

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BIOGRAPHY

María Noel Hernández is an accomplished executive specializing in commercial strategy and business development, with over 15 years of experience leading executive and commercial teams and launching three startups. Since March 2020, she has served as the Country Manager for Uruguay at Criteria, overseeing the company’s offshore business operations. In this role, María leads a team of more than 15 professionals who service over 58 financial advisors. She is responsible for detecting and developing business opportunities in the region, maintaining strategic relationships with customers, providers, and government entities. Additionally, she serves as the director responsible for offshore business on Criteria’s Board and is a member of the company’s Technology Committee.

Prior to her current position, María held several key roles at Criteria. From October 2017 to February 2020, she was the Head of Sales for Uruguay, where she identified and developed business opportunities within Argentina, Brazil, Chile, and Uruguay. As a member of the Commercial Committee, she advised more than 10 companies on fundraising and was instrumental in the sales of alternative products and financial services. Before that, from September 2015 to October 2017, María served as a Wholesaler for Latin America, focusing on the distribution of real estate-related investments with wealth managers, family offices, ultra-high-net-worth individuals, and institutional investors in the region. During this time, she raised over USD 100 million, worked with a network of more than 500 contacts across Latin America, developed the Brazilian market, and established processes for product reporting and monitoring.

María’s career also includes significant experience outside of Criteria. From August 2014 to August 2015, she worked at IBM as a Sales Leader, where she developed nontraditional business for the Technology Support Services division, leading a team of six. She consistently attained sales goals and developed a new line of smart and eco-friendly services. Earlier, from April 2012 to September 2013, she was a Senior Financial Advisor at Puente, providing wealth management services for affluent and high-net-worth individuals from Argentina. In this role, she overachieved new assets under management and return on assets targets year by year and advised on platform improvements to increase net revenue.

María began her career in the financial sector, working as a Relationship Manager and Trader at Pro Capital from October 2009 to March 2012. She led relationships with counterparties and financial advisors, supervised middle and back-office activities, and performed trading desk operations. She was instrumental in designing and setting up middle and back-office processes, leading the onboarding of six independent groups of financial advisors, and managing and training back-office and middle-office staff. Prior to that, from April 2007 to May 2009, she worked as a Junior Financial Advisor at Montaldo Corredor de Bolsa, providing wealth management services for the affluent segment in Uruguay.

In addition to her extensive professional experience, María has pursued continuous education to enhance her expertise. In 2022, she became a member of Vistage Uruguay, an organization dedicated to developing better leaders and achieving better results. In 2021, she completed a program in Neuroleadership at IEEM, focusing on how to have a positive and lasting impact on teams from a neuroscience perspective. Between 2019 and 2020, she earned an International Certificate in Corporate Finance from Columbia Business School online, covering financial analysis, corporate valuation, and financial decisions. Earlier, in 2013, she completed a Program Management Development course at Esade Business School, focusing on competitive strategies, management creativity, innovation, and change, as well as a Management Development Program at ORT University, concentrating on marketing and strategy. In 2012, she passed the CFA Level I exam, demonstrating her knowledge in investments and financial analysis, and completed an Executive Program on Financial Investments at Universidad ORT, approved by the Central Bank of Uruguay. María holds a degree in Economics from Universidad de Montevideo, where she was awarded a scholarship for academic excellence from 2004 to 2006.

POSITIONS

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