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Favor Appoints Fernando Trueba As Its New CMO

Fernando Trueba - Favor
Fernando Trueba

On Sept. 4, Austin, Texas-based on-demand delivery company Favor released news that it has appointed Fernando Trueba to the position of CMO. Trueba will lead and develop Favor’s marketing strategy and brand through the company’s next phase of growth, while overseeing all marketing operations. A 16-year marketing veteran, Trueba joins Favor with a background in leading growth and marketing initiatives for a variety of consumer and technology companies, from startups to Fortune 100s.

“This position is a natural step in further establishing Favor’s presence across Texas, and we are thrilled to have Fernando leading our growing marketing organization,” says Favor President Steven Pho. “I am confident his leadership and expertise in building brands will help propel Favor’s brand and growth forward.”

Trueba was most recently the CEO and co-founder of Luv.it, a technology company focused on building a more sustainable and transparent fashion industry through its mobile commerce platform that showcases ethical and sustainable fashion designers from more than 20 countries. He oversaw business strategy, investor relations, product development, user acquisition and experience, go-to-market strategy and hiring. During his tenure, Trueba led his team in signing more than 400 fashion designers to integrate with Luv.it and secured strategic partnerships with nonprofits, retailers, colleges, banks and key media players to fuel customer acquisition across offline and online channels.

Prior to founding Luv.it, Trueba led eBay’s geographic expansion to launch eBay Marketplaces in more than 18 markets across Latin America, positioning the site as the leading e-commerce destination for cross-border trade in Mexico, Colombia, Argentina, Brazil and Chile. His previous experience also includes Microsoft, where he designed and implemented the competitive strategy for Windows 8 devices; Johnson & Johnson Consumer Products, where he led the successful launch of Splenda in Mexico and business expansion in Latin America; and RedBull, where he led marketing efforts for the leading energy drink brand in Mexico.

Trueba joins Favor as the company continues fueling its growth with strategic marketing efforts across Texas, including the recent launch of Favor’s first statewide brand campaign featuring television commercials, digital brand media, streaming services, strategic sponsorships and out-of-home media. Favor, which was acquired by H-E-B in Feb. 2018, currently operates in more than 130 Texas cities with more than 75,000 runners on the platform who have completed more than 18 million deliveries to-date.

“Favor’s remarkable growth amid the continually evolving on-demand space has been impressive to watch,” says Trueba. “I am excited for the opportunity to continue building Favor’s brand alongside such a talented and passionate team dedicated to achieving market leadership in Texas.”

With more than 350 employees and growing, Favor recently opened its new 81,000-s.f. headquarters in East Austin and is actively hiring across all areas of expertise, including engineering, product, marketing, sales, operations and more.

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