SBS has appointed David Fernandez as National Manager, Digital and TV Sales, strengthening the broadcaster’s commercial leadership team ahead of a major phase of digital audience and advertising growth.
Following a comprehensive recruitment process, Fernandez was selected to lead SBS’s national digital and television sales portfolio.
Fernandez joins from Cartology, part of Woolworths Group, where he served as Head of Growth, leading enterprise partnerships, commercial strategy and revenue acceleration across Australia’s largest retail media platform.
Before Cartology, Fernandez held senior commercial leadership roles at Meta, overseeing major agency and retail partnerships across ANZ and driving large-scale digital transformation initiatives.
He brings more than 20 years’ experience across media, digital platforms, enterprise sales and commercial strategy.
SBS prepares for FIFA World Cup 2026
Acting Director of Media Sales Lee Fifoot said Fernandez joins SBS at an important commercial moment for the broadcaster.
“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. SBS continues to strengthen its market position and unlock new growth opportunities across our media portfolio.”
Fernandez to lead TV and BVOD sales
The role will see Fernandez lead SBS’s national TV and BVOD sales team.
Fernandez said SBS occupies a unique position in the Australian media landscape.
“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.
“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.
“The team has an outstanding reputation in market for creativity, partnership and integrity. I’m thrilled to be joining such an iconic brand and excited to help drive the next stage of growth for SBS Media.”
Beasley to depart after 13 years
Fernandez’s appointment also marks a transition period for outgoing National Sales Manager Keiran Beasley, who will continue supporting the business throughout the FIFA World Cup campaign before departing on 26 June 2026.
“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.
“On behalf of the entire SBS Media team, I want to sincerely thank Keiran for his dedication, leadership and friendship over many years, and we wish him every success for the future.”
Fernandez will commence in the role in the coming months.
Main image: David Fernandez