Leading the global go-to-market strategy for a multi-billion dollar digital businesses. Building high-performing teams, customer acquisition channels, sales programs and partnerships from the ground up. Counselling start-ups, SMBs and Fortune 500 companies on their product commercialization, go-to-market and revenue growth strategies. These are some of the highlights from Adolfo Fernandez’s decade long career as a GM and an advocate for building customer-first solutions.
Adolfo ‘thrives in fast paced matrix environments, building and leading high-powered cross-functional teams that rally behind a joint vision to incubate new products, execute go-to-market strategies, and accelerate user and revenue growth’.With vast experience leading revenue-generating streams and strategic alliances in the digital ecosystem, Adolfo joined Google to lead customer acquisition strategy and operations for Spain & Portugal in 2015.
In early 2018, he took over the role of Global Program Manager to spearhead Google's internationalization advisory services for the mid-market segment. A year later Adolfo moved to California to lead Google’s Retail Ads & Commerce go-to-market strategy for the SMB segment. This made Google's digital solutions available to SMB retailers around the world and bringing their voices into future product development.
Adolfo joined TikTok’s Global Monetization Product & Technology organization in September 2023. He leads product strategy & operations for TikTok’s performance solutions. Adolfo’s focus will be on making TikTok an irreplaceable growth channel for businesses of all sizes. As well as a favourite destination for consumers to discover and purchase products, content, and services.
Passionate about the role that technology plays in the economy and society overall, Adolfo has give over 250 talks for the likes of United Nations and World Trade Organisation digitalization, innovation and globalization. . He also guest lectures at IE Business School and MIT.
In 2019, Adolfo was invited by WEF to join its Expert Network as a thought leader on Retail, Consumer Goods & Digital Communications.
Adolfo the person, is an avid reader with a deep interest in leadership, people development and management. He is particularly interested in the parallels between business leadership and high-performance sports.
Leading the global go-to-market strategy for a multi-billion dollar digital business. Building high-performing teams, customer acquisition channels, sales programs and partnerships from the ground up.
Counseling startups, SMBs and Fortune 500 companies on their product commercialization, go-to-market and revenue growth strategies.
Italians queuing for American coffee
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I want it, and I want it now
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People are not afraid of change
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