Fernando Machado

One of the world’s most influential marketers is headed to Vancouver.

March 20, 2024

Do you want access to one of the most influential and well-respected marketers on the planet? This coming September, at BCAMA’s Vision Conference, Fernando Machado will share his perspectives on marketing as our keynote speaker.

In the recent release of the ‘Forbes World’s Most Influential CMOs List: 2022’ Machado appeared third on the list of most influential! This list was compiled based on an in-depth research report between Forbes, Sprinklr and LinkedIn and includes the analysis of billions of data points across 14 indicators. The analysis considered three main areas of brand and CMO performance, including personal impact on brand awareness, brand performance indicators, and industry and internal influence.

So, who is this man who will be keynoting Vision in a few short months, with a session entitled “The experience of the future.”?

Fernando is a global marketer with a passion for growing brands and businesses. With more than 160 Lions Awards in Cannes (8 GPs, including 2 Titanium GPs), Fernando is known for pushing creative boundaries to drive business growth.

He is also a bit of a marketing industry legend. He started as an intern at Unilever, and over 18 years with the business, he moved up the ranks working different product categories and brands, including Dove where he led the groundbreaking and iconic “Beauty Sketches” campaign.

After Unilever, he moved to the role of Global CMO at Restaurant Brands International. His focus was infusing Burger King, Popeyes and Tim Hortons with purpose (incl. sustainability), improving product quality, modernizing design, and inspiring the organization around tech, digital and brand development. Fernando led groundbreaking campaigns such as “Proud Whopper”, “McWhopper”, “Whopper Detour”, and “Moldy Whopper”.

From there, Fernando joined Activision Blizzard as CMO in April 2021. He is now responsible for the marketing initiatives of some of the most exciting titles in the gaming industry (Call of Duty, World of Warcraft, Diablo, Overwatch, Candy Crush, among others).

Whilst Vancouver is home to plenty of iconic and world-renowned brands and exceptional marketers, it’s not every day that someone with the caliber of Fernando is available for our BC marketing community. For more information about Vision and to secure tickets, visit our event page.