Is Associate Professor at IE where he lectures about Customer Centricity and Digital Transformation in the International MBA and the Master in Corporate Communications. He has participated in more than 100 seminars and conferences about how digital impacts on companies, culture and leadership. Fernando is CEO at Good Rebels a digital strategy and creative consultancy with offices in Europe and Latin America. Good Rebels works with companies like Toyota, Santander, IKEA, LG Electronics, L’Oréal or Lexus at the intersection of people, brands and technology, to build more human-centred organisations, as well as high-performing business. After substantial growth in recent years, the company now employs over 120 people. Fernando has a degree in Industrial Engineering from ICAI (Madrid) and a Master’s in Commercial Management and Marketing from Fondation EPF (Paris). He worked at IBM BCS (formerly PwC Consulting) and has started up several digital companies and worked as marketing and operations director at several others.
