Adolfo Fernández Sánchez

Keynote Speaker

Adolfo Fernández Sánchez's Biography

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.

KEYNOTES

Italians queuing for American coffee
Winning globally in a borderless world. They don’t speak your language, they’ve never heard of your brand, and they lived miles away. Yet despite the complexities and challenges of global ecommerce, selling to consumers all over the world is an opportunity companies simply can’t resist. Especially when you consider that sales are expected to reach $4.8 trillion USD by 2023 and nearly 85% of the world’s purchasing power exists outside the U.S.  This conference is highly suitable for companies that want to thrive in today’s borderless economy.  Especially those that have reached a plateau in their domestic markets and are in quest of conquering new heights. Learn about how companies managed to expand their business beyond borders using these 3-step internationalization framework.

I want it, and I want it now
Building brands in the age of immediacy. In today’s digital-centric world, it’s crucial that brands learn how to adapt and adjust quickly while staying true to their values and DNA. With new channels for reaching and engaging consumers shifting as rapidly as customers’ expectations, brands have the ability to launch products, reach new audiences, and build awareness with unprecedented speed and efficiency. While technological advancements are constantly shaping brand goals and redefining the consumer experience, it is the brands the ones they should leverage technology, instead of letting technology define them. Learn how some of the most successful brands around the globe have leveraged new technologies and the latest digital marketing strategies to win the love of the customers. 

People are not afraid of change
How to create a workplace that lives and breathes innovation Innovation and creativity are related, but there is a key distinction between the two. Creativity is about generating ideas, while innovation is the process of piloting and iterating those ideas and ultimately making them into something useful. Being able to develop, adopt, and implement new ideas helps organizations stay relevant when the surrounding ecosystem is constantly changing. Fostering innovation in your organization is a blend of your people and their values, as well as the environment that you create for them. Learn how to build the skills for innovation and make it part of your workplace.