Almendra Hernandez

Ecosystem Growth &
Partnerships Lead

Stablecoins · Fintech · Web3 · LATAM

oyealmond@gmail.com Mexico City
About

I'm a bilingual growth and partnerships professional with 6+ years of experience at the intersection of Web3, fintech, and payments in Latin America. As Country Lead for Base (Coinbase) in Mexico, I built the brand's entire local presence from scratch, covering developers, fintechs, VCs, stablecoin projects, and traders, while driving business development efforts focused on USDC adoption and fintech integrations across the Mexican market.

I specialize in identifying strategic opportunities, translating complex Web3 infrastructure into business cases that resonate with traditional finance and fintech audiences. I have deep knowledge of Mexico as a payments corridor and a strong conviction that stablecoins are the infrastructure layer of the next financial system.

Beyond partnerships and BD, I also create: video content and market analysis that positioned me as a KOL in the Mexican crypto ecosystem.

Skills
Business development & BD Ecosystem & community growth LATAM market development Product growth strategy IRL & URL event activation Bilingual: Spanish native, English fluent Video and content strategy Fintech & payments strategy Stablecoins & USDC adoption KOL & influencer coordination Deep fluency in Web3: L2s, DeFi, DAOs
Experience

2025 – 2026

Country Lead Mexico · Base (Coinbase)

  • Established Base's first market presence in Mexico, building the ecosystem from scratch across developers, fintechs, VCs, stablecoin projects, and traders.
  • Led business development efforts focused on USDC adoption and fintech integrations at the intersection of payments and crypto.
  • Drove product growth strategy for the Base App, working with traders and KOLs to position it as a competitive trading platform in the Mexican market.
  • Developed an original content strategy combining social video with financial and crypto market analysis.

2022 – 2025

Social Media & Content Manager · Giveth

  • Led social content strategy to grow an ecosystem built around public goods and real impact.
  • Designed and launched the Giveth Ambassador Program to drive grassroots community expansion.
  • Developed and executed a community growth strategy across LATAM and global markets.

2024

Social Media & Content Manager · Refraction DAO

  • Spearheaded community growth through campaigns centered on art, onboarding creators and collectors via activations, onchain mints, and partnerships.
  • Collaborated with artists, curators, and ecosystem partners to strengthen Refraction's community narrative and expand its reach.

2021 – 2022

Community Lead · DoinGud

  • Led regional growth across Latin America, onboarding 1,000+ artists and collectors through localized workshops, Web3 education, and events.
  • Scaled DoinGud's presence across Spanish language markets by building strong creator pipelines, community activations, and international collaborations.

2019 – 2020

Strategic Partner Manager · Meta (Facebook)

  • Led content creator partnerships across Latin America to drive product adoption and engagement for Lasso, Meta's social video app.
  • Scaled user growth by activating leading creators and aligning content strategy with platform KPIs.
  • Designed and executed creator programs to boost visibility, retention, and cultural relevance in key regional markets.

2017 – 2020

Founder & CEO · Chidasmx

  • Founded Mexico's first digital music magazine run by women, growing to a team of 60+ collaborators.
  • Produced monthly cultural events and workshops that sold out consistently, at the intersection of music, culture, and community.
  • Recognized with the State Youth Award (2019) for cultural impact and media innovation.
Education

BA in Communication Journalism

Universidad Iberoamericana

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