Alvaro Fernandez

Alvaro Fernandez is an experienced marketing and e-commerce professional with a substantial background in managing direct-to-consumer channels and developing digital strategies across Latin America. Currently serving as the Direct to Consumer Channel & Customer Marketing Regional Manager at Sony Electronics since April 2017, Alvaro oversees the operation of Sony's Direct Channel, focusing on e-commerce and in-store online services. Previously, Alvaro held various roles at adidas Group from December 2006 to March 2017, including e-Commerce Country Senior Manager and Inbound Logistics Manager, successfully driving sales and optimizing logistics processes. Alvaro also has experience in brand planning and quality analysis from earlier positions at Supertex S.A. and Fiduciaria Corficolombiana. Educational qualifications include an MBA from Florida International University and a degree in Industrial Engineering from Universidad Icesi.