ANDRES
HERNANDEZ

Senior Performance Marketing Manager

Asked what they love about their work, very few performance marketers go for “telling stories.” But that’s exactly what Andres loves about his role at Grove. “Helping great stories find their audience.” Sure, he’s an experienced, Google-certified professional skilled in analytics, paid search (SEM), earned media and content. Yes, he prides himself on exceeding KPI's and delivering ROI. But what he loves is telling stories. Andres learned and refined his craft in stints at Pearson, Alert Innovations and Refine Labs among other leading, Boston-based performance marketing organizations. In nearly a decade of experience, he became proficient in all the major disciplines that have collectively come to define “performance marketing.” (You can read about Andres’ skills in detail here.*) But ask him what he’s proud of, and Andres goes to his time at Boston’s storied Children’s Hospital.  

At Children’s, Andres helped build and promote a new non-standard therapeutic program aimed at kids whose vision had been affected by concussion. The program was built on out-of-the-box thinking and experimental therapies. It was life changing for the kids—and for Andres, albeit less literally. At Children’s Andres first saw the good that marketing can do. At Children’s, Andres first saw his skills could be used, not simply to sell more stuff, but to bring groups in need together. At Children’s, he fell in love with connecting brands to people, and telling stories that need to be heard. (PS: Thanks, Children’s.) 

So now the good work continues at Grove. Today, Andres leads digital and lead-gen efforts on behalf of Unum among other core clients. Like many of us, Andres has done his time at big organizations. He came to Grove because there are, simply put, “more possibilities here.” The freedom to test bounds. To collaborate. To think cross-functionally. As Andres says himself, “You always want to push beyond what you know you can do. Being able to break out and improvise… that’s like flying. That’s freedom.”  

It may not surprise you to learn that Andres graduated from Northeastern with a BS in Music, as you can see he plainly brings something of the musician’s mentality to his work. But Andres will be the first to tell you, “Marketing is not music.” Then with a wry little wink, he adds, “But it can definitely be musical.” Andres lives in the greater Boston area with his lovely partner and their beautiful little girl, Penelope. 

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