Fernando Rodríguez

Fernando Rodríguez is a seasoned consumer engagement leader with a background spanning retail, marketing, FMCG, and the fashion industry. Originally from Valencia, he brings a deep understanding of consumer behavior and brand experience to an event that feels right at home in the city where it takes place.

At Philip Morris International, Fernando leads the Spanish Consumer Engagement team, responsible for designing and executing the end-to-end brand experiences of PMI’s smoke-free products for adult users. His work focuses on translating science-based innovation into meaningful, responsible, and engaging interactions that meet adult consumers’ expectations across multiple touchpoints.

A key part of his role involves building and activating partnerships within the events and nightlife ecosystem. Working closely with promoters, venues, and cultural platforms, Fernando explores how experiential environments such as festivals and nightlife can become powerful spaces for connection, dialogue, and brand engagement, always aligned with regulatory frameworks and responsible commercialization.

In this panel, Fernando will share how consumer-centric design and strong partnerships across the nightlife and events ecosystem translate into engaging, compliant, and scalable brand experiences for adult users.