Fernando Shupe

Initiator
DISC Type : Di

Director, Commercial Enablement at MRO

Syracuse, Utah, United States

Overview

Fernando is a sales enablement leader in the health tech industry with deep expertise in product marketing and go-to-market strategy. He focuses on building and supporting high-performing sales organizations. Colleagues describe him as knowledgeable, organized, and driven, and he holds a Master of Health Administration.

He is passionate about personal and professional development, believing in creating diverse paths to success beyond traditional university routes. Fernando keeps up with business trends through publications like The Wall Street Journal and Harvard Business Review, reflecting his commitment to continuous learning.

Unique fact: Fernando describes himself as a "story builder, " not just a storyteller, aiming to bring products to life in a way that creates true value.

Personality Overview

Risk-Accepting

Conviction Driven

Friendly Challenger

They don’t mind taking a stand if they believe in something.  They measure a product on its merit but can be influenced by strong testimonials. They respond well to objective pitches but also attach some value to relationships.

Topics They Care About

Sales Enablement
His professional focus is on building frameworks and support systems for high-performing sales organizations in the health technology space.
Product Storytelling
He has a core belief that product marketing is about "story building" to create value and necessity for the end user, not just storytelling.
Go-to-Market Strategy
He has extensive experience leading GTM strategy, positioning, and messaging for new products and market segments in the healthcare industry.

Media Appearances

Fernando has no verified media appearances

Work History

11-2025
Director, Commercial Enablement at MRO
2-2025 - 12-2025
Director of Product Marketing at Q-Centrix
1-2022 - 11-2024
Senior Product Marketing Manager at Collective Health
6-2021 - 1-2022
Senior Product Marketing Manager, Infectious Diseases at QIAGEN
1-2021 - 6-2021
Product Marketing Manager at BioFire Diagnostics, LLC

Education

2008 - 2012
Bachelor of Science (B.S.) from University of Utah
2014 - 2016
Master of Health Administration from Saint Joseph's University

More Information

Social Presence :

Prographics :

Exp : 10 Location : Syracuse, Utah, United States Job Level : Mid-senior Designation : Director, Commercial Enablement at MRO
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Insights For Selling To Fernando

During A Call Or A Meeting

DO's

  • Refer to testimonials from well known people to highlight the value of your product
  • Acknowledge their status and position during the conversation
  • Get them to a point where they are ready to bat for your product internally

DONT's

  • Don't be unorganized, be prepared for the pitch
  • Don’t keep repeating the same information, it could make them impatient
  • Avoid focusing only on the product or its ROI, keep building trust subtly

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Fernando is

  • Confidence in the product’s value is critical, followed by relationship and a sense of achievement.
  • Will you ever get a clear answer from Fernando

  • They will not hesitate to say no if they do not develop conviction.

Insights For Deal Planning

    How fast (or slow) will Fernando move?

  • They can take fast decisions if they develop conviction in the product and find you trustworthy.
  • Can Fernando take some risk or not?

  • They have the capability of taking risky decisions if necessary.

You And Fernando

Personality Compatibility


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