David Fernandez.
SBS has appointed David Fernandez national manager, digital and TV sales, ahead of what the broadcaster describes as a major phase of digital audience and advertising growth.
Fernandez joins from Cartology, part of the Woolworths Group, where he was head of growth leading enterprise partnerships and commercial strategy across the retail media platform.
Before Cartology he held senior commercial roles at Meta, overseeing major agency and retail partnerships across ANZ.
He brings more than 20 years of experience across media, digital platforms, enterprise sales and commercial strategy.
Lee Fifoot, acting director of media sales, said Fernandez joined at a defining commercial moment for the network, with SBS preparing for the FIFA World Cup 2026, expected to be one of the biggest audience and advertising opportunities in Australian media this year.
"His experience leading high-performing commercial teams and building innovative, data-led partnerships across complex media environments will be invaluable," he said.
Fernandez said SBS occupied a unique and increasingly valuable position in the Australian media landscape.
"With a slate that includes the FIFA World Cup 2026, Alone Australia, SBS World News and the continued leadership of SBS On Demand — long recognised as a pioneer in BVOD — the opportunity for advertisers is incredibly compelling," he said.
The appointment also marks the departure of outgoing national sales manager Keiran Beasley, who will continue supporting the business through the FIFA World Cup campaign before leaving on June 26 after more than 13 years at SBS.
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