A former EMT-Firefighter who taught himself marketing from the ground up. He currently is a Growth Strategist at Function Health, focused on scaling member acquisition and building repeatable paid growth systems. He works across paid channels and creative to find what actually drives performance.

Before Function, he spent nearly 3 years at OpenStore, where he helped shape the company’s performance marketing strategy through multiple phases of growth. From hands-on scaling to partnering with product and data teams, he developed a strong track record for uncovering opportunities and improving customer acquisition efficiency for a portfolio of brands. One noteable being Jack Archer which we were able to scale to 8 figures in 2.5 years.

Fernando originally came into the industry by building and scaling his own DTC brands, which then led him to roles at Common Thread Collective managing paid social for a mix of DTC brands. Across all of his roles, he’s managed over $100M+ in ad spend and developed a reputation for combining creative strategy with a deep understanding of platform mechanics.