Defender of branding as an alchemical formula of anthropology, business consulting, finance, psychology and art that translates into the creation of value. Lover of great stories, business strategy and innovation as inspirers of powerful brands. 

Interested in customer-oriented organizations that face strong competition, willing to change the status quo through branding. Fernando has deep experience in finance and marketing with multicultural management capabilities and results orientation.

He has contributed to the growth of companies in different countries, industries and roles. During his career, he has helped develop strategies for more than 100 brands in more than 20 countries working in consulting and management positions in different sectors (financial, entertainment, technology and, marketing and communication services).

Degree in Economics and Business Administration from the Autonomous University of Madrid (UAM), Executive MBA from Instituto de Empresa (IE) and PDG from IESE Business School.  He also holds a Diploma in Marketing Management from the London School of Economics & Political Science (LSE), Journalist Certificate from New York University (NYU) and Innovation and Entrepreneurship Certificate from Stanford University.

Among others during the last years he has worked with: BBVA, Nissan, Renault, Naturgy, Telmex, Danone, Televisa, KPMG, Kola Real, Hyundai, Ultrafemme, Tiffanys, Mercasid, Univision, ICA, Grupo Expansión, FEMSA, Arca Continental and Telefónica.

He is currently a Partner in Spain and Latam different companies where he leads corporate and branding strategies, investment policies, finance, alliances and marketing. Diversified activities between the design, development and execution of sustainable and profitable projects and; The management of international private capital under the highest standards, transparency and orientation to business results.