As a world-leader in marketing to men, Fernando is an authority on the current cultural shift surrounding masculinity and the male narrative. For more than 18 years he led global brand communications targeting men at Unilever; including Dove Men+Care and Axe / Lynx. As Global Brand Director, he led the repositioning of the Axe brand based on the insight that ‘men are performing their masculinity, rather than living it’. This was just the second time in the brand’s 36-year history that such a redevelopment had taken place.

In 2018, he joined creative agency BBD Perfect Storm to lead their strategic unit, New Macho. By creating a new male narrative that serves men as opposed to adding pressure to them, New Macho is helping male-focused brands grow.

Fernando is passionate about helping organisations redefine and remove stereotypes around masculinity in their brand communications. He believes brands can play a key role in reducing the social pressure on men that often ends in frustration, isolation, violence and self-harm. Only by portraying an aspirational, but authentic masculinity, will brands empower men to be more collaborative, creative and connected, whilst still generating strong engagement and brand loyalty.
In addition to being a regular contributor to UK and global media outlets, Fernando is regularly invited to speak on the subject by major brands, marketing organisations and international conferences.