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Endurance Sports athlete enthusiast and transformational bilingual brand management professional who can build long-term vision, execute in the short-term, and inspire a team along the way. Proven success in corporate, entrepreneurial, and global organizations. Highly adept at P&L leadership while effectively activating go-to-market across consumers, customers, and sales organizations. Scrappy marketer who leverages traditional consumer package goods processes and adapt to growing entrepreneurial organization. Passionate leader who has driven, and lead through, organizational change. 

Recruited by North American CEO, to lead marketing turnaround for Deoleo S.A.’s highest-profit business unit. Responsible for Bertolli, Carapelli, Carbonell olive oil brands all of which underwent brand relaunch. Revamped marketing activation lead to category-leading brand equity and increased +5% ROI. Responsible for development of 5 person team including 2 directors and 2 brand managers.

?	Relaunched Bertolli’s marketing strategy from incentive-focused activation to equity-building activation leading to category-leading brand equity,  3x vs closest competitor. 

?	Renovated social activation leading to Bertolli and Carapelli’s +25% growth in engagement, followers, and web traffic.

?	Repositioned Carapelli from mainstream to premium, yielding brand’s +30% consumption growth, first in 2 years. 

?	Transformed licensee relationship between Mizkan, Bertolli trademark owner, from minimal activation to quarterly activations.

?	Secured promotion of Associate Brand Manager to Brand Manager.


Vice President Marketing, North America

Recruited to agency-side to launch, lead, and execute an interim-CMO practice servicing mid-size clients. Practice yielded $100K+ retainer client. Secured 6 contract extensions on practice’s #1 client. 

Engagements:
?	Publishing/Higher Education (CEB): Interim-CMO for a legal publisher/higher-education provider undergoing a strategic transformation. Transformed the 25-person Sales, CRM, Customer Service, Creative Services, and Marketing team from tactical contributor to strategy owner. Increased customer conversion by +5%, +15% growth in legal specialist course. Secured 6 contract extensions.

?	Food and Beverage (Tadin Tea): Developed brand positioning, customer target, and brand activation. 

?	Spirits Category (JrRevelry Bourbon): Startup launch. Developed consumer target, brand positioning, flavor strategy, and activation yielding distribution in BevMo, and Total Wine.

?	Health Care (MLK Community Hospital): Developed new patient outreach yielding +30% enrollment OB increase.


Head of SensisCMO Practice

Lead marketer and acting VP of  Retail Sales for a $135MM+ organization reporting to company owner. Lead 60% of company’s multi-branded business to +9% growth. Relaunched company’s #1 brand, Don Francisco’s Gourmet Coffee into a 2-tiered Masterbrand, generating +15% incremental growth in the premium segment. Lead all external agency relationships. Responsible for development of 4 direct reports.

Vice President, Marketing

Reported to Marketing Director as interim Sr. Brand Manager for $250MM brand. Promoted to Brand Manager prior to division out-of-state relocation. Relaunch contributed to +1.1ppts $-Shr, +3% consumption, and +1.6ppts HH penetration.

Brand Manager

Senior Associate Brand Manager, Tombstone Pizza & Jack’s Pizza (Equity Team) 	              6/2004 – 9/2004

Senior Associate Brand Manager, Jack’s Pizza & California Pizza Kitchen Frozen                      2003 –2004      

Associate Brand Manager (Summer), Jack’s Pizza & California Pizza Kitchen Frozen               2001- 2003


Senior Associate Brand Manager

Fernando Herrera is a Vice President Marketing, North America at Deoleo S.A... World's #1 Olive Oil Company (Bertolli, Carapelli, Carbonell brands) in Downey,…

Fernando Herrera

Fernando Herrera

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University of California Irvine

University of Southern California