FERNANDO FONDEVILA
CEO
Pembroke Pines,FL
Summary
Experienced leader in Destination Marketing Organizations (DMOs) with over 30 years of expertise in the aviation and tourism industry. Collaborative and skilled in multicultural and interdepartmental teamwork, excelling in negotiation, business expansion, operations management, strategic planning, process improvement, and human resources development. Possessing a Master of Business Administration degree specializing in Sales Management, honing strengths in sales, marketing, and public relations. Renowned for strong organizational skills and analytical prowess, consistently delivering exceptional leadership for outstanding customer service. Demonstrated ability to effectively direct and develop teams, making significant contributions to overall organizational success.
Overview
28
28
years of professional experience
Work History
CHIEF EXECUTIVE OFFICER
PROMTUR Panama
01.2021 - 07.2024
- Responsible for leading and directing the administrative, operational, commercialization, sales, marketing, communications, and business development of the country's destination marketing organization (DMO), in collaboration and supervision from the Board of Directors with the purpose of making a significant contribution to Panama's economy and quality of life
- Develop and manage the organization's strategy and business plan, in alignment with the Sustainable Tourism Master Plan of Panama's Tourism Authority
- Lead directors of marketing and sales, business development, stakeholder engagement and operations towards attainable but challenging objectives during and after the Covid-19 pandemic, generating visitor's demand and awareness of the destination in priority markets
- Direct DMO's public relations communication plan and serve as the primary spokesperson
- Guarantee successful public and private sector win-win relationships towards industry's overall economic impact and social development
- Managed a yearly DMO investment budget of at least USD 20 Million
- Established and supervise DMO's 3 Year Strategic Plan (2023-2025)
- Surpassed 2022 international visitor's goal by 7% and by 5% in 2023
- Exceeded DMO's 2022 economic impact goal by 21%, ending at USD 1.8 Billion through tourism brand positioning, strategic alliances, and business events (MICE) development
- Reached 94% of DMO's 2023 economic impact goal, ending at USD 1.697 Billion through tourism brand positioning, strategic alliances, and business events (MICE) development
- Increased 2022 country's accommodation KPIs with 111% total revenue and 113% ADR vs
- 2019
- Increased 2023 country's accommodation KPIs with 135% total revenue and 129% ADR vs
- 2019
- Exceeded by 18% Hotel's Total Room Nights sold and +30% ADR Jan-Jun 2024 vs
- 2019
- Executed Business Events incentive and recruitment program, securing +220 events from 2021-2027, with direct economic impact of USD 265 Million and more that 45,000 international guests
- 1H-2024 international tourists arrivals exceeded 2023 arrivals by 14%, representing the best quarter of international tourist arrivals in the history of Panama (1,078,791 tourist with at least 1 night stay)
- Achieved 103% of DMO's 2024 1H economic impact goals, with more than USD 973 Million
- Developed Panama's tourism brand and B2C/B2B platforms through traditional and digital channels
- Ensured community engagement, achieving 70% overall industry satisfaction in 2022 and 83% in 2023
- Responsible for the establishment of DMO's business intelligence unit
- Secured strategic partnerships with PCMA, ICCA, EIC, Destinations International, USTOA and ATTA
- Efficiently manage and engage a group of 30 team members through solid corporate values
North America Commercial Regional Manager
Copa Airlines
06.2006 - 01.2021
- Supervised the execution of a point of sales (USA, Canada, and Mexico) budget of more than $700M
- Designed a strategic plan, leading the commercial and administrative team that exceeded by ~15% the sales budget, while reducing expenses in 10%
- Successfully launched more than 15 destinations in the USA, Mexico, and Canada, expanding company's footprint and market penetration to Latin America
- Established a regional corporate winning sales force that exceeded sales plan by more than 30%
- Redesigned the sales territory by efficiently covering ~80% of key top producers in market while establishing essential business solutions
- Directed the Argentina market through a temporary assignment, revamping sales strategy and redesigning products while surpassing wholesales assigned budget by ~20%
- Effectively collaborated with Training and Standards Headquarter team to design policies and procedures
- Collaborated in the definition of incentive plans for travel partners, increasing market share by 25% while reducing overall costs by ~10-12%
- Jointly with Marketing Team and Tourism Authorities, designed new destinations sales and marketing strategy, successfully positioning the brand in the market
- Efficiently managed and engaged a group of +50 team members in the region for the commercial division, while obtaining organizational climate and employee satisfaction scores of over 90%
General Manager
Copa Airlines
10.2003 - 06.2006
- Productively managed the incorporation of the company in the US market, including but not limited to hiring, establishing administrative guidelines, training coordination and other business affairs
- Coordinated the deployment in Los Angeles and New York operations
- Ensured that the company followed Copa's policies and procedures to achieve the quality service determined by the airline
US Airport Manager
Copa Airlines
04.2000 - 06.2006
- Responsibly coordinated the airline's overall operations for the Orlando and Miami station
- Reached 1st place in operations outstanding excellence for all major key performance indicators
- Ensured passenger's customer service and quality assurance levels, policies, and procedures by managing and engaging a staff of airport sales agents, service providers and airport authorities
- Directed the new airport operations for key USA, Mexico, and Canada markets
- Re-structured the administration for the airline's personnel in each station
- Represented airline's operation through key alliances such Sky Team and Star Alliance
- Effectively negotiated vendor's contract and reduced overall expenses by ~20%
Special Projects Manager
Copa Airlines
06.1998 - 04.2000
- Implemented the airline's participation in former Continental Airlines, OnePass frequent flyer program, making this important loyalty product the first accomplishment of numerous alliance's product changes
- Structured Business Class product system-wide, including policies, advertising, and marketing offerings in coordination with the Commercial VP
- Developed the market division training program while dealing with current budget, organization, and curricular activities
- Coordinated airline's product enhancement such as on-board entertainment, VIP lounges and Copa's participation President Club lounge in Panama, in addition to other ad-hoc projects in cooperation with Continental's marketing and alliance divisions
Manager - Frequent Flyer Program
Copa Airlines
12.1996 - 06.1998
- Designed and managed marketing plans and strategies including advertising and promotion, including Copa's participation in LatinPass frequent flyer program, increasing program affiliation by more than 40%
- Successfully developed database direct marketing including program's newsletter, inserts and other communication pieces
- Supervised and improved customer satisfaction, enhancing relationship with clients, suppliers, and travel agencies, increasing response levels to a 90% factor
- Increased mileage sales program through partners by 50%
Education
Master of Business Administration - Sales Management Concentration
Nova Southeastern University
Fort Lauderdale, Florida09.2013
Bachelor's Degree - Commercial and Administrative specialization
USMA
Panama City, Panama12.1997
Skills
- Business Planning and Strategy
- Product Development and Management
- Strong Sales and Marketing Experience
- Collaboration and Teamwork
- Outstanding Leadership and Positive Attitude
- Political and Diplomatic Acumen
- Effective Communicator and Good Listener
- Critical Thinking and Problem Solving
- B2B and B2C Processes and Skills
- Knowledge of NAM, EU and LATAM Markets
- Project Management capable
- Operational leadership
- Public relations
- Negotiation
- Data-driven decision-making
- High Integrity and Transparent
- Trustworthy, Humble and Polished
- MS Office / Salesforce / CRM Systems
Recognitions
Leader of the Year, FIEXPO Latin America Awards, 06/01/24
Board Membership
- Board Director and Trustee, PCMA - Professional Convention Management Association, 01/01/22, Present
- Advisor Role, PCMA LATAM - Professional Convention Management Association, 01/01/22, Present
- Advisor Role, EVENTS INDUSTRY COUNCIL - EIC - Latin America, 06/01/23, Present
- Board Member, EXPEDIA Group 'SELECT' Advisory Board, 06/01/24, Present
FIEXPO - Latin America 2024 Leader of The Year
Leader of The Year for the Business Events Industry in Latin America for outstanding visionary performance and market development.
Languages
Spanish
Native or Bilingual
English
Native or Bilingual
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
CHIEF EXECUTIVE OFFICER
PROMTUR Panama
01.2021 - 07.2024
North America Commercial Regional Manager
Copa Airlines
06.2006 - 01.2021
General Manager
Copa Airlines
10.2003 - 06.2006
US Airport Manager
Copa Airlines
04.2000 - 06.2006
Special Projects Manager
Copa Airlines
06.1998 - 04.2000
Manager - Frequent Flyer Program
Copa Airlines
12.1996 - 06.1998
Bachelor's Degree - Commercial and Administrative specialization
USMA
Master of Business Administration - Sales Management Concentration
Nova Southeastern University
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