FLAbout Fernando
Strategic consultant with 5+ years of experience leading high-impact brand portfolios in retail and FMCG. Specialized in commercial growth, brand launches, and omnichannel strategy optimization. MBA from IE University, with an international background (Peru, Chile, Canada & Spain) and a proven track record of partnering with executive teams to drive measurable business results.
English
Native or bilingual
Spanish
Native or bilingual
Remote only
Primarily works remotely
Experience
- DRASACCommercial LeadLUXURY GOODSMay 2023 - August 2024 (1 year and 3 months)Lima, Peru• Oversaw a portfolio of 10 brands across watches, jewelry, and leather categories, accounting for 70% of total company sales; led and developed a team of 5 professionals.• pearheaded the creation and successful launch of the proprietary jewelry brand "Sundara," exceeding initial sales targets by 8% within the first three months through a robust omnichannel marketing strategy.• Reported to the C-Suite & managed key stakeholders from all departments.
- DRASACNew Businesses LeadLUXURY GOODSOctober 2022 - May 2023 (7 months)Lima, Peru• Managed a portfolio of 3 jewelry and leather brands—Guess, Tommy Hilfiger, and Fossil—while leading a team of 2 direct reports.• Achieved a 150% sales increase for the Guess jewelry line within six months by redesigning pricing strategies, optimizing sales incentives, and implementing targeted sales team training.• Drove an average 20% sales growth across the remaining brands by expanding points of sale, refining product assortments, and enhancing frontline training initiatives.
- THE BOXCategory ManagerFASHION AND COSMETICSJanuary 2022 - October 2022 (9 months)Lima, Peru• Led commercial and brand strategy for Champion, Hanes, Reef, and Dunkelvolk, overseeing a combined portfolio with annual sales of USD $5 million.• Drove Champion to USD $2 million in sales within six months of launch, positioning it among the top 5 out of 15 company brands.• Secured market entry for Dunkelvolk in Chile through a successful rollout in Paris department stores, achieving placement in 8 points of sale.
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Education
- International MBA – Master´sIE University2025International MBA – Master´s
- Bachelor in Commerce and Business AdministrationThe University of British Columbia2018Bachelor in Commerce and Business Administration