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Work History
Skills
Managing Director
MS Office
Fer's Recent TV
Scorecard
Launched several new QWI lines (Townsend, Edge, Tech3+, Click, Tech2, Star Wars, Marvel
collections), as well as leather, stationary accessories, with healthy inventory levels in major
retailers, sustaining profitability for last three years. SHEAFFER line takeover from BIC Mexico
to become local category leader by Dec, 2014, regain market leadership.
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Independent Consultant
PokerStars.net - Chivas TV Ad
TF Digital
Strategic marketing consulting and communications, including business planning and
development, salesforce communications, event and sport marketing.Customers to date
include:DHL Express Mexico - Salesforce incentive / motivational
programAutomovilismovirtual.com - Relaunch business plan
SuperISSSTE - Digital, POP, Brand marketing strategies and implementation plans for
government-owned supermarket chain. Go to: www.superissste.com/
Commercial Director
https://www.visualcv.com/fer6310
Manage the sales, marketing, advertising and other communication matters of the Company as
well as the www.bwin.com.mx website, supporting online and offline activities for the bwin
Entertainment Group the main shareholder of bwin in Mexico to aggressively position the
bwin brand in the Mexican and LatAm markets. Successfully launched the first integrated
Marketing campaign, increasing customer awareness to over 40% and above competition
(Caliente, Play City)
Marketing Director
Associate Partner
Church & Dwight, Marketing plans for various product lines (Arm & Hammer)
Sport City (Grupo Mart) sports clubs, preventive health Marketing program
Accountable for revenue and profitability generation (+17% vs. YAGO) as well as planning of
product / category portfolio management for the leading athletic balls, bags, and sports
accessories brand in Mxico, as well as new category introductions (NIKE Golf, Fitness,
Baseball, Am. Football).
Marketing Director
Responsible for developing Brand Marketing strategies and seasonal business plans, new
business opportunities, as well as managing regional and country initiatives, advertising, sports
promotions, PR, brand protection, and retail development activities. On the Sports Marketing
activities, I led the relationships with NIKE Teams Club Amrica and negotiations with Club
Atlas, Pumas, and the Soccer National Team (thru FMF). In terms of athletes, names such as Ana
G. Guevara, Rafael Mrquez, and Pavel Pardo were added to NIKE roster under my tenure.
Accountable for revenue and profitability generation as well as planning of product / category
portfolio management for leading athletic footwear brand in Mxico. Market size potential was
researched and consumer, product, channel, price strategies developed to obtain double-digit
growth each year. First locally-produced lines for new segments and channels (mass-merchants
and zapateras) launched successfully.
Responsible for planning, design, and coordination of regional trade and product marketing
activities within Sabritas largest, most important sales region.
Planning and implementation of Plan Perla comprehensive growth plan, exceeding 20% in
96 and 30% in 97 revenue growths, and achieving Sabritas highest regional market share
(91.3% Area 3 Nielsen). Successfully launched 2 new regional products plus several Sales force
incentive programs and trade (Mom & Pop, Organized Trade) promotions.
https://www.visualcv.com/fer6310
Planning, design, and distribution of all merchandising and POP materials for all Sabritas and
Sonric's lines and channels. Budget: 6.0 M USD. Define supplier production processes and
uniform bidding procedures.
Education
MBA
Bachelor in Sciences
Interest
Actively contend in national and international Tennis, Soccer, Running tournaments and
events.
Willing to travel and relocate if a suitable opportunity comes along within North America, Latin
America, or Western Europe.
https://www.visualcv.com/fer6310
Custom
References
Luis M. Montalvo
Objective
Consolidate a leadership opportunity in the Commercial area or General Management within a
dynamic, profit-seeking, growth-oriented organization. Plus 25 years experience with career
foundation built at Frito-Lay Mxico (Sabritas) and Procter & Gamble US, followed by
progressively responsible leadership roles at NIKE, General Mills Mxico, bwin, CYTI, and AT
Cross / SHEAFFER.
Sarne Lightman
Fernando Hernandez worked as an
external consultant for PokerStars during
our launch into Mexico at the end of 08
and beginning of 09. His market
understanding and research played a key
role in defining our entry strategies to the
market place.
On the ground, Fernando was an integral
part of both the selection and recruitment
of our local media and PR agencies as well
as led and finalised our negotiations with
Chivas football club.
Fernando is a very experienced and
knowledgeable Mexican gaming industry
executive who would be an asset to any
gaming company either in or considering
entering the Mexican market.
Anala Benedetti
Fernando is a business leader, a
marketing hawk, a truly focused and a
creative and highly ethical professional.
He gets things done, and he always gets
results. Truly commited and team worker,
Fernando is an extraordinary plus to any
team.
https://www.visualcv.com/fer6310