SBS has appointed David Fernandez as national manager of digital and TV sales, as the broadcaster prepares for what it expects to be a major audience and advertising boom around the FIFA World Cup 2026.
Fernandez joins SBS from Cartology, the retail media arm of Woolworths Group, where he served as head of growth overseeing enterprise partnerships, commercial strategy and revenue acceleration across the retailer’s media business.
His appointment follows what SBS described as a comprehensive recruitment process and comes at a pivotal moment for the broadcaster as it ramps up its digital and streaming ambitions.
Before joining Cartology, Fernandez spent time at Meta in senior commercial leadership roles, managing major agency and retail partnerships across ANZ while leading digital transformation initiatives. Across his career, Fernandez has amassed more than 20 years’ experience spanning media, digital platforms, enterprise sales and commercial strategy.
Acting director of media sales Lee Fifoot said Fernandez’s appointment comes at a defining commercial moment for SBS.
“David joins SBS at a defining commercial moment for the network, as SBS prepares for the FIFA World Cup 2026 – expected to be one of the biggest audience and advertising opportunities in Australian media this year,” Fifoot said.
“His experience leading high-performing commercial teams and building innovative, data-led partnerships across complex media environments will be invaluable as SBS continues to strengthen its market position and unlock new growth opportunities across our media portfolio.”
Fernandez will oversee SBS’s national television and BVOD sales team, with the broadcaster continuing to position SBS On Demand as a key growth driver in the increasingly competitive streaming advertising market.
Speaking about the move, Fernandez said SBS offered advertisers a uniquely differentiated proposition.
“SBS occupies a unique and increasingly valuable position in the Australian media landscape, combining audience growth, premium content, trusted news and a powerful representation of modern Australia that competitors can’t match,” he said.
“With a slate that includes the FIFA World Cup 2026, Alone Australia, SBS World News and the continued leadership of SBS On Demand – long recognised as a pioneer in BVOD – the opportunity for advertisers is incredibly compelling.”
Fernandez also praised the commercial reputation of the broadcaster’s sales division, adding he was excited to help drive the next phase of growth for the network.
The appointment also signals a leadership transition for outgoing national sales manager Keiran Beasley, who will remain with the business through the FIFA World Cup campaign before departing on 26 June after more than 13 years at SBS.
“Keiran has made an enormous contribution to SBS over more than 13 years and has played a significant role in shaping the success of our media sales business,” Fifoot said.
Fernandez begins his new role in the coming months.
