Fernando is a respected executive, expert in technology-based services. He has had more than 18 years experience in the international service industry. He has worked as President and Director of important Latin American companies during the past 10 years. Among them are: Hewlett Packard, Ticketmaster, Sitel, EDS and currently a founding partner of Peppers and Rogers Group: Thought leaders in Customer Relationship Management (CRM) Strategies.

Fernando has developed his career with a relevant international focus. He has lived in Brazil, Colombia, Chile, Miami and Mexico. He has also participated in projects in Spain and Finland.

Prior to Peppers and Rogers, Fernando was President of Centrobe, an EDS company focused at outsourcing CRM functions such as Database management; call center, fulfillment and Internet. Preceding his position at Centrobe he was VP of sales for EDS Latin America.

While at HP, he was responsible for the service and consulting business in Latin America, started his career as an IT manager and then became Finance and Admin Mgr. His responsibilities included operations in Mexico, Brazil, Argentina, Chile, Venezuela and Colombia.

He then returned to Mexico City to open the operation for Ticketmaster and an outsourced call center operation that was sold to Sitel Corp. As President for Latin America, he developed operations in Mexico, Brazil and Colombia.

Fernando has been an academician in the Anahuac University for more than six years, teaching and developing programs for the Industrial Engineering Master’s Degree, Top Management Master’s Degree, Bachelor’s Degree in Marketing and Diploma in Marketing. He has developed and published relevant studies and analyses related to his areas of expertise. He is a frequent speaker in important events in several Latin American countries.

Fernando has a Bachelor’s Degree in Information Systems from the Iberoamericana University in Mexico, an MBA in International Business from the University of Miami, as well as specialization programs in Marketing and Activity Based Costing at Northwestern Kellogg University in Chicago. He is a member of the Wharton e-fellows community.

He is fluent in Spanish, English and Portuguese.