Fernando Moreno

Fernando Moreno | SOAR Performance GroupFernando Moreno brings to his association with SOAR Performance Group an extensive level of knowledge and experience in business management. He has proven his leadership by leading global sales, business development, sales enablement and strategic initiatives in top corporate companies. Fernando developed strong multi-country/multicultural experience in USA, Europe, Canada, China and Latin America.

As head of regional sales for one of the largest global technology companies, Fernando was dedicated to sales transformation and enablement, designing new go-to-market models to align corporate strategies and initiatives with sales execution. He has been a true “change agent” by very effectively aligning objectives and engaging key players to execute transformations.

Fernando has led several key transformation projects that had a profound impact in the company’s operating model:

  • Significant change in sales motion aligned with a new direct and channel sales strategy
  • Complete re-design of the coverage and organization model in the Americas region, reaching $1.4B business
  • New end-to-end new customer acquisition strategy, attaining 200% growth
  • New business unit go-to-market strategy, focused on selling solutions added value

More recently, Fernando has worked on the go-to-market strategy for the separation of a $100b technology conglomerate into independent hardware, software and services businesses.

Fernando was continuously focused on developing his sales leaders within a high performance culture and being in “the driver’s seat”. In his advisory role for sales excellence, he led the training of more than 600 sales reps in the Americas region.

At Hewlett Packard, he was distinguished with the highest sales awards, Presidents Club, Achievers Club, where he performed his roles as a senior sales director in Americas and Europe.

Fernando is a graduate of The University of Lisbon, Portugal, where he received a Bachelor of Science and Master’s degree in Telecommunication Engineering and Digital Electronics.

Fernando lives with his family in Houston, Texas, after he relocated from Europe in 2007.