Peter Fernando

  1. Marketing
  2. Fractional CDO
  3. Fractional Data Science Leader
  4. Data and Artificial Intelligence
  5. Go-To-Market Strategies & Implementation
  6. Digital Strategy

Re-Imagining Digital Experiences with a focus on UX, CX and Revenue generation

I have led Revenue generating efforts at start-ups and Fortune 100 firms spanning Software, Internet, Travel, Publishing, Media, Entertainment and Academia. I'm known for simplifying complex projects to get at the core of the opportunity. My passion is in helping others succeed.

I'm currently teaching Digital Marketing and Digital Analytics at UCLA Extension while pursuing creative and revenue generating opportunities. I'd like to offer my service as a Fractional CDO (Digital and/or Data).

  1. Google Analytics
    Google Analytics
  2. Microsoft Excel
    Microsoft Excel
  3. Adobe Analytics
    Adobe Analytics
  4. Salesforce
  5. Microsoft SQL Server
    Microsoft SQL Server
  6. Azure Cloud Services
    Azure Cloud Services
Peter Fernando


  • Global Customer Support

    • Six sigma
    • AI Strategy & Implementation
    • Sales Enablement
    • Forecasting
    • Business planning
    • CRM Marketing & Lead Generation

    @ Microsoft Global Partner Group, recommended and executed a BI charter for Global sales decisioning of all Microsoft Products leading to monthly review of performance by Global SVP & Sales. Evaluated PIP (people, infrastructure, process) leading to improvement of Global Partner Support CSAT from #10 to #1 across Microsoft.

  • Single Source of Truth

    • Financial Modeling
    • Business strategy
    • Advertising strategy
    • CapEx and OpEx process improvement
    • AI Strategy & Implementation

    @ Tribune Publishing, ideated, executed & mentored KPI standards, first-party data strategy and best of breed infrastructure to measure effectiveness of Ad spend, omni-channel marketing and multi-platform customer touch points. Created single source of truth. Reduced data-leakage, inventory giveaways and increased CPM value. Reduced overhead costs in excess of $750K annually. Obtained nearly $1M make-good from a DSP.

  • Recommendation Engine and AI

    • AI Strategy & Implementation
    • Data Strategy
    • Content Programming
    • Advertising strategy
    • Content Marketing

    @ Disney, designed and executed a video content and analytics ecosystem. Created new Taxonomy and best practices for content design and programming. Led to a video patent owned by Disney and a shift in video programming & monetization efforts.

  • Digital Transformation

    • Roadmap Planning
    • Business Intelligence
    • Pricing
    • Data Strategy
    • Data-driven Solutions
    • Content strategy
    • Infrastructure
    • Developing product team culture

    @ Tribune Publishing, designed & executed a three-year business plan in collaboration with C-suite, Publishers, Marketing leads, Product & Finance. Plan included (but not limited to): Identity resolution, audience creation, channel distribution, attribution and conversion, pricing, yield, market indicators, product offerings, advertising inventory and PIP (people, infrastructure & process). +$50M contribution over 3 years.


  • UCLA Extension

    UCLA Extension


    Sep 2018 - Present

    A globally recognized educational institution. Extension provides practical business knowledge to students who are seeking to supplement careers and/or pivot to new careers.

    • Created Digital Marketing and Digital Analytics curriculum. Student feedback of my pedagogy is consistently high and recommendations on continues to be high. My passion for giving back and helping others succeed is appreciated.
  • Acxiom


    Identity and Digital Strategist

    Apr 2021 - Apr 2023

    Customer Intelligence and People First Marketing entity, leveraging data to drive better UX/CX and ROI.

    • Helped win multi-million dollar, multi-year contract with Financial Institutions by driving future-proof Identity and Digital Strategies. Worked closely with Product to enhance and educate clients on the power of Identity Management.
  • Ensighten


    VP Strategy

    Jun 2016 - Mar 2017

    A Tag Management company which pivoted to be a leader in CDP - Customer Data Platform. They have since morphed into a Privacy management entity

    • Helped publish and educate clients on the power of CDP's, Data Ecosystems, Tag Management, Taxonomy and Identity Resolution.
  • Tribune Publishing

    Tribune Publishing

    VP Consumer Insights and Data Strategy

    Jun 2014 - Jun 2016

    A Newspaper Publication network with nine newspapers (historically), however, they have since reorganized.

    • Led the transformation of the network into a digital first entity. Ideated and created a foundational data ecosystem to create a first party driven entity.
    • Publisher Award for Digital Platform Growth
  • Disney ABC Television

    Disney ABC Television

    VP Marketing and Product Intelligence

    Jul 2008 - Sep 2013

    A Global Media and Entertainment behemoth serving Television, Parks, Web, Movie Studios, Travel, Streaming, Advertising, and Merchandizing.

    • Patent (#10,621,596) for Event Optimization recommendation engine. Led the creation of a web-series. Emmy for the Oscars app (group award). +300% ROI on Marketing spend.
    • Awarded the Disney Media Professional Excellence for Service and Professionalism
  • Yahoo


    Sr. Director, Global Direct Marketing

    Jan 2005 - Jun 2008

    A Global Media company.

    • Led the reconfiguration of LTV model (life-time-value) helping drive ROI on products and services. Helped drive editorial programming models. Optimized media spend maintaining high ROI.
  • Microsoft


    Manager, Product Planning

    Jun 2001 - Jan 2005

    A Global Software entity

    • Led Marketing and License Intelligence for Global Partner Group. Led MSN Sales Delivery teams. Transformed the Global Partner support ecosystem becoming #1 support team in less than one year.
    • Award for Partner Advocacy - 4E Business as Usual Award
  • Alaska Airlines

    Alaska Airlines

    Revenue Management

    Mar 1992 - Dec 1999

    A Global Airline.

    • Managed $1B revenue stream

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