Gualberto Hernandez

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DISC Type : cd

Executive Vice President and Chief Financial Officer at PriceSmart

San Diego, California, United States

Overview

Gualberto Hernandez is the Executive Vice President and CFO at PriceSmart, bringing extensive experience in corporate finance, strategy, and operations. His career spans the fast-moving consumer goods, retail, and luxury sectors with companies like The Estée Lauder Companies, Sephora, and Fendi. He holds an MBA from Universidad del CEMA.

Possessing a global mindset, Gualberto is fluent in five languages and shows a keen interest in emerging trends and new opportunities. His certifications in "Marketing to Generation Z" and "Mobile Marketing Foundations" highlight a focus on modern consumer engagement strategies and digital innovation outside of pure finance.

He has a uniquely diverse background, having held senior finance and operations roles in both the luxury goods and warehouse club retail industries.

Personality Overview

Hard To Convince

Judgemental

Upfront

They don’t always try to control the conversation but neither do they like yielding it fully.  They can be nudged to make faster decisions by offering what they value. They care equally about the product and its potential impact.

Topics They Care About

Corporate Finance
As a seasoned CFO for major international companies, he has deep expertise in FP&A, accounting, treasury, and controlling across multiple regions.
Retail & Luxury Goods
His career includes senior leadership positions at prominent luxury and retail brands like The Estée Lauder Companies, Sephora, and Fendi.
Emerging Markets
He previously served as VP of Finance & Strategy for Emerging Markets at Estée Lauder, overseeing finance operations across eight countries in Latin America.

Media Appearances

PriceSmart names Gualberto Hernandez as new CFO. Featured in Investing.com

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Gualberto Hernandez, PriceSmart Inc: Profile and Biography. Featured in Bloomberg

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PriceSmart Announces CFO Transition Plan. Featured in PR Newswire

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Work History

6-2025
Executive Vice President and Chief Financial Officer at PriceSmart
1-2020 - 12-2022
LA MER – VP-General Manager Latin America at The Estée Lauder Companies Inc.
1-2016 - 5-2025
Chief Financial Officer Latin America + VP Finance & Strategy Emerging Markets at The Estée Lauder Companies Inc.
11-2013 - 1-2016
Chief Operating Officer (Finance and Operations) Latin America at SEPHORA
7-2011 - 11-2013
Chief Operating Officer (Finance and Operations) North America at Fendi

Education

1-1991 - 12-1991
Master of Business Administration - MBA from Universidad del CEMA
1984 - 1987
B.A. from Universidad Nacional del Litoral

More Information

Social Presence :

Prographics :

Exp : 30 Location : San Diego, California, United States Job Level : Leadership Designation : Executive Vice President and Chief Financial Officer at PriceSmart
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Insights For Selling To Gualberto

During A Call Or A Meeting

DO's

  • Tell them that you are there to help them create visible impact within their organization
  • Make sure that you you respond to any queries from them quickly
  • Get to the point quickly instead of spending too much time on pleasantries

DONT's

  • Avoid long winding pitches, stay objective
  • Avoid repeating yourself or making generalizations
  • Don’t expect them to change their mind quickly if they say no once

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Gualberto is

  • Belief in the product plays an important role, followed by objective proof and testimonials.
  • Will you ever get a clear answer from Gualberto

  • They may hesitate slightly, but if they are not convinced, they will say no.

Insights For Deal Planning

    How fast (or slow) will Gualberto move?

  • Their decision making speed is somewhere in the middle.
  • Can Gualberto take some risk or not?

  • They can take risks only after they have analyzed the advantages and disadvantages.

You And Gualberto

Personality Compatibility


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