Josué González Hernández

Country Director, Mexico @ SpaceXAI

About

Living on the Internet since Netscape 2.0, I have worked at the intersections of consultancy, advertising, and technology, advising organizations ranging from Fortune 500 companies to startups, including the World Bank and the United Nations.Currently, I lead sales and partnership development in Mexico while serving as LatAm Head of Agencies at X, managing relationships with the region's largest advertising agencies and consultancies, including Brazil.Prior to joining X, I was the Managing Partner at EPA, where I helped establish it as the leading independent media agency in Latam by investment volume. My career also includes leadership roles at Meta, where I oversaw relationships with major clients and agencies in Mexico, and at IPG, where as Chief Digital Officer of McCann Worldgroup Latin America, I managed the digital strategy and operations for 27 offices across 22 countries.I frequently lecture at universities, business schools and industry events and have served as a jury member for the Effies Latin America, Webby Awards, and El Ojo de Iberoamerica. Additionally, I hold the position of President of IAB Mexico.Born in Spain, I hold a bachelor’s degree in Political Science from Universidad Complutense de Madrid and have specialized studies in communications, international relations, user experience, and analytics from UCLA, MIT, and GWI.In my free time, I enjoy reading science books, climbing mountains, building Lego sets, and diving.Feel free to reach out on X. I look forward to connecting with you!

Country

Mexico

City

Mexico City

Industry

Internet

Skill

Cycling, Endurance, Media Buying, Resource Allocation, Strategic Planning for Growth, Strategic Partnerships, Sales Coaching, Acquisition Integration, Causal Analysis, Strategic Partner Relationship Management, Mergers & Acquisitions (M&A), P&L Forecasting, Performance Management, Business Resilience, Sales Growth, Sales Management, Measurement, Storytelling, CMO management, Profitable Growth

Experience

Country Director, Mexico

SpaceXAI

2026-2 - Present · 8 mos

Mexico

I spearhead the sales initiatives and partnership development in Mexico. Reporting directly to the Managing Director for Canada and Latin America, I focus on accelerating 𝕏 growth and fostering the adoption of Grok within the advertising sector. My efforts are dedicated to delivering innovative value to our users and business partners, enhancing our market presence in Mexico.

Head of Agencies, Latam

SpaceXAI

2024-5 - Present · 2 yrs 5 mos

Mexico City, Mexico

- Managed business relationships with the largest advertising agencies and consultancy firms in Latin America. - Ensured that the agencies' voices, opinions, ideas, and feedback were effectively communicated to X and its product development teams. - Lead programmatic business, partnerships and operation for Latam.

Managing Partner

EPA Digital

2022-6 - 2024-5 · 2 yrs

Mexico City, Mexico

- Partner at the top media firm in Spanish-speaking LATAM, leading in performance investments under management. - Pioneered the region’s first Meta-certified Marketing Science agency, deploying cutting-edge solutions like Robyn MMM and Geolift. - Transformed branding and methodologies at EPA, improving pitch success rate to ≈80%

Head of eCommerce and Retail

Head of Consumer Packaged Goods

Head of Agencies

Chief Digital Officer

McCann

2016 - 2018 · 2 yrs

Latin America

- Spearheaded digital business and operations in 22 markets & overhauled GTM strategy for top clients. Elevated digital share to 20%. - Conducted due diligence to assess a competitor in Ecuador; persuaded leadership to move forward with acquisition. - Consolidated regional analytics and social listening area by implemented process automation to reduce operational costs by 50%.

Director, Digital Innovation

McCann

2013 - 2016 · 3 yrs

Bogota, Colombia

- Administered the implementation of ISO 9001:2008; effected 10X increment in revenue and 3X in margin. - Led cross-functional ~60-person team (from strategy to engineering), ranked as best digital operation worldwide within the network.

Digital Manager

LLYC

2011 - 2012 · 1 yr

Bogota, Colombia

Promoted within 9 months from senior consultant to manager due to strong performance, increasing revenue of the department in 126% in that period.

Senior Consultant

LLYC

2009 - 2011 · 2 yrs

Madrid, Spain

Launched digital practice in the the joint venture company Asesores de Comunicación Pública, providing senior advice to 10 clients, between public servants and political candidates, liaised online teams in 4 electoral campaigns and 2 special projects for United Nations and World Bank.