Fernando Perera

Sharpshooter
DISC Type : DC

Global Media Procurement Lead at Haleon

London, England, United Kingdom

Overview

Fernando is the Global Media Procurement Lead at Haleon, managing a marketing investment portfolio exceeding £1Bn. He focuses on optimizing agency partnerships by leveraging AI and data. His background includes roles at GSK and Toyota, and he is certified in The Toyota Way. Colleagues describe him as proactive, dynamic, and a valuable team player.

Outside of corporate roles, Fernando has an entrepreneurial spirit. He founded a company to manage and improve the supply chain and profitability of a family-owned buffalo cheese business, successfully creating new retail and wholesale channels and significantly growing sales.

He once broadened his family businesss customer base, resulting in an average monthly sales increase of 264%.

Personality Overview

Precise But Practical

ROI Driven

Rigorous & Demanding

They take a lot of pride in personal achievements.  They prefer to be the ones controlling the conversation or defining the terms. They are not always relationship oriented.

Topics They Care About

Media Procurement
As the Global Media Procurement Lead at Haleon, he is responsible for the strategy and optimization of a media portfolio exceeding £1Bn.
AI in Marketing
His current role involves driving innovation through AI and automation to enhance media performance and align procurement with brand objectives.
Data-Driven Sourcing
In a previous role, he led a global data sourcing transformation and implemented data-driven strategies for market research procurement.

Media Appearances

Fernando has no verified media appearances

Work History

9-2025
Global Media Procurement Lead at Haleon
7-2022 - 9-2025
Global Procurement Lead - Market Research at Haleon
7-2015
Owner at Owner Agropecuaria Bufalacteos C.A.
1-2019 - 7-2022
Global Category Lead - Advertising and Promotion Analytics - Marketing & Sales Procurement at GSK
11-2017 - 1-2019
Agencies Regional Category Manager NE and Digital Marketing at GSK

Education

2021 - 2022
Data Analyst from Cambridge Spark
2016 - 2017
Salesforce CRM from Trailhead by Salesforce

More Information

Social Presence :

Prographics :

Exp : 11 Location : London, England, United Kingdom Job Level : Mid-senior Designation : Global Media Procurement Lead at Haleon
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Insights For Selling To Fernando

During A Call Or A Meeting

DO's

  • Get to the point quickly instead of spending time doing small talk
  • Objectively showcase the impact that your product creates
  • Use phrases like ‘it’s your decision’, ‘strategic impact’ etc.

DONT's

  • Don’t focus on process and rules, give the impression of being a ‘gets it done’ person
  • Do not hesitate from asking counter questions, just avoid challenging their authority
  • Don’t be in a rush to invite them for a social meet and greet

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Fernando is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Fernando

  • If they are not convinced, they will say no without any hesitation.

Insights For Deal Planning

    How fast (or slow) will Fernando move?

  • They can reach decisions fairly quickly if they are convinced.
  • Can Fernando take some risk or not?

  • They don’t mind risks but can be quite binary about them.

You And Fernando

Personality Compatibility


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