With over 10 years experience in online publishing and digital marketing, Fernandez has been a grassroots champion of transforming blogging into a career as well as an industry medium of communication. He has led various initiatives in content marketing both on the publisher and agency side, launching the first successful blog marketing company in 2007 called ‘The Blog Bank’ and an engaging content platform called ‘The 8List’ in 2012 under ID8 Inc. He currently heads the Branded Content division of The Manila Bulletin Publishing Corporation, ‘MBrand.’ Prior to this, he was the Social Media Head for The Manila Bulletin. He has been active in the local Internet marketing scene, having sat on the board of IMMAP in 2015 and has also served as a three-time juror for the Public Relations Society of the Philippines’ Anvil Awards for Digital Tools. He is also a part-time instructor for the Certified Digital Marketing Program (CDM).

Fernandez is also an underwater photographer and videographer, having contributed to various tourism campaigns for the Department of Tourism’s It’s More Fun in the Philippines campaign. He has also photographed for Random House Germany.