Alfonso Fernándezwhich occupied since 2022 the position of CMO & Head of Ecommerce-Direct to Consumer in Samsung, has signed for the BBVA To take care of leading the bank’s digital sales, as we have been able to confirm from Reason.WHY. After almost 14 years linked to the marketing of the technology company, Fernández changes this professional course by joining the BBVA in a position from which he will report directly to Sofia Rodriguez-Sahagún.
Specifically, as sources from BBVA have confirmed Reason.WHYthe manager will arrive in the month of July to hold the position of Global Discipline Head of Marketing and Digital Salesa position that Carlos Pérez Beruete held so far, who now assumes the role of Global Head of Culture & Engagement.
Also to the Banco Digital Area was linked for 9 years Cristina Villarroya as Digital & Media Strategy Director and Digital Marketing Leader, until it came out in 2024 to lead the Wavemaker agency in Spain.
It has been almost 14 years linked to the marketing of the Samsung technology company
Alfonso Fernández said goodbye to Samsung this week through a message in his LinkedIn profile, in which the enriching man who has been to boost innovation and develop projects with local approach under the umbrella of the platform “Technology with purpose”. Especially the value of having made it aligned for the purpose of the company, which is to improve the lives of people, demolishing barriers through technology. A legacy that will now continue Elena Fernández Angulo who will exercise as a new director of Corporate Marketing and Communication of Samsung Iberia.
New leadership for a new stage in bank
The BBVA received a couple of years ago the recognitions of Best Marketing Team in Spain And better professional at the National Marketing Awards, an award granted to Jaime Bisbal, who was a marketing director of the bank since 2018 until his departure occurred in 2023, after almost 15 years linked to this entity.
The arrival of Alfonso Fernández is produced in the process of the OPA launched by BBVA on Banco Sabadell, an offer that already obtained the approval of the CNMC and has the support of the ECB, but that still awaits the definitive green light of the Spanish government, which it has until the end of June to decide. The operation would not only redraw the national banking overview, but underlines the need for consolidated leadership and a strategic vision in the resulting group. A context in which the experience in Digital transformation and corporate purpose De Fernández would provide a key impulse to integrate, renew and innovate under this new stage.
During the years at the head of Samsung’s marketing, Alfonso Fernández He has left a deep mark by promoting the “Technology with Purpose” platform, a pioneering project that has been demonstrating that innovation can have a real social impact for more than a decade. Under its leadership, the company has not only consolidated its brand relevance, but has connected technology with the needs of people, creating solutions with human value, such as “Dytective”, for dyslexia, or “The Mind Guardian”, for cognitive deterioration. His strategic vision, his collaborative approach and his commitment to a marketing that transforms make this professional a benchmark for how creativity and purpose can live with business growth.
“It’s time to assume new challenges”
Now, as he has recognized in conversation with Reason.WHY This week regarding its departure from the technology company, it is time to “Assume new challenges” and trust that the new Samsung marketing team will give its legacy the continuity it deserves. Also ensures that it has been a luxury to work a different way of doing marketing. “In a context in which decision making is increasingly centralized, we have had the opportunity to develop many projects and adapt multinational initiatives to the local approach ”he explained. “Not only have we worked communication, but also implantation. We have innovated in marketing, in digital sales, in Creative Commerce, and all that has generated increases in sales”
In previous professional stages, Alfonso Fernández worked in companies such as Coca-cola, where he assumed roles like Brand Manager, as well as Kellogg, in which he was linked to the innovation area. It was also part of the team of Mondelēz And the beginning of his career occurred in the agency’s account department Young & Rubicam.
