Morovis entrepreneur Otero Rivera seeks CUD presidency

Sheila Otero Rivera, founder of MaxBilling-Puerto Rico

By THE STAR STAFF

Sheila Otero Rivera, a well‑known businesswoman from Morovis and founder of MaxBilling-Puerto Rico, announced on Sunday her candidacy for president‑elect of the United Retailers Association (CUD by its acronym in Spanish).

The election will take place during the organization’s Annual Convention and Assembly of Members at the Wyndham Grand Río Mar in Río Grande on Sunday, Sept. 13.

Otero Rivera, who currently leads the CUD Women’s Committee, said she decided to heed a call from members who encouraged her to pursue the position.

“I am responding to the call made by CUD members, and I am ready to assume the role of president‑elect in the upcoming regulatory election process,” she said. “I bring eighteen years of experience, corporate leadership, team‑driven vision, and a long history of active participation in the initiatives of Puerto Rico’s small and mid‑sized businesses.”

She emphasized that her work with the Women’s Committee has allowed her to highlight the skills, talent and determination of Puerto Rican women leading businesses, companies and service organizations. Historically, she noted, the CUD has been an institution that opens doors for women who want to participate in the island’s business and entrepreneurial agenda.

A member of the CUD board of directors, Otero Rivera is also a communicator, writer, and a recognized leader in medical billing. She built MaxBilling-Puerto Rico from the ground up, specializing in ambulance‑service billing and serving more than 50 municipalities. Her involvement in multiple community and business committees has centered on promoting women’s leadership in initiatives that strengthen commerce and improve quality of life for Puerto Rico’s 3.2 million residents.

“This is the moment to help our population understand that women know how to manage Puerto Rico’s businesses and enterprises,” Otero Rivera said. “The CUD has played an important role by supporting empowerment workshops and initiatives that strengthen our economy. We have worked to provide the best tools so that every woman entrepreneur can find her niche and the support needed to make her business dream a reality.”

Her platform includes what she describes as a hybrid program designed to foster initiatives where men and women advance together, ensuring shared and sustained growth for the island’s businesses. She also highlighted the CUD’s value as a business‑coaching resource for members seeking operational and fiscal stability.

Otero Rivera encouraged CUD members to attend the convention and take full advantage of the organization’s benefits.

Author of the motivational book “Auténtica,” Otero Rivera met all requirements established by the CUD Nominations Committee, which issued an official certification allowing her to run for the position.