Fernando Martínez
VP Reputation Management
Newlink Dominican Republic
Fernando Martínez, VP at Newlink for DR, Central America & the Caribbean, is a reputation and corporate communications expert with more than 25 years’ experience. He has advised 100+ companies and earned a Silver Anvil Award for Barrick’s crisis management.
Fernando Martínez is a business strategist and expert in corporate communications and reputation management with more than 25 years of experience. He serves as Vice President of Newlink in the Dominican Republic, Central America, and the Caribbean, where he develops business strategies and leads a consulting practice focused on helping clients manage their business through the dimensions of reputation, brand, and culture.
His strategic vision is rooted in the analysis of up-to-date data and contextual insights, enabling effective and timely decision-making. This methodology has allowed him to provide precise and impactful solutions for high-level organizations. Throughout his career as a consultant, he has advised more than 100 leading national and international companies across various sectors in the Dominican Republic, North America, Central America, and the Caribbean, achieving highly satisfactory results.
He began his professional career in consumer goods companies such as Procter & Gamble, where he gained experience in sales and marketing. For more than a decade, he served as Communications and Corporate Affairs Manager for CEMEX Dominicana, focusing on the company’s reputation management. During his tenure, he raised awareness on sustainability issues, promoted compliance with the company’s code of ethics, and founded the CEMEX Foundation, which coordinated the organization’s corporate social responsibility efforts.
Fernando has built his career around values of collaboration and social commitment. He is widely recognized for his role in managing the reputation crisis of mining giant Barrick Pueblo Viejo in the Dominican Republic. The communication strategy he led enabled the company to rebuild its image and reestablish stakeholder relations, contributing to the start of its production at the end of 2012. The successful planning and execution of this strategy earned Newlink and Barrick Pueblo Viejo the prestigious Silver Anvil Award, presented by the Public Relations Society of America (PRSA) — one of the highest honors in the global communications industry.
Over the years, Fernando has developed a deep understanding of emerging digital trends and online conversations, allowing him to anticipate, identify, and mitigate potential risks for his clients. He has also cultivated an extensive network of media contacts and relationships with key business groups in the Dominican Republic, giving him access to one of the country’s most comprehensive stakeholder maps and valuable insight for strategic decision-making.
A passionate educator and speaker, Fernando frequently participates in conferences, panels, and workshops, and serves as a juror for international awards such as Effie Latam, Top Brand, and Superbrand. Since 2005, he has been part of the faculty at the Pontificia Universidad Católica Madre y Maestra (PUCMM) in the business administration program run in partnership with EAE Business School (Spain). He holds an MBA from the University of Quebec in Montreal, a Master’s in Public Relations from Universidad Católica de Santo Domingo (summa cum laude), and a Bachelor’s in Marketing from Universidad Nacional Pedro Henríquez Ureña. He has also completed numerous international specialization programs in strategy, business, and corporate communications.
Today, he divides his time between his responsibilities at Newlink, academic teaching, publishing articles, and participating in national forums discussing social, economic, and political trends from the perspective of corporate relations, reputation impact, and intangible asset management.
