Janette Fernandez
Marketing & Brand Strategist
Insights That Shape Strategy.
Marketing That Moves People.
I build brand, growth, and communications strategies that turn audience insight into trust, engagement, and measurable action.
Hola, I'm Janette. I’m a curious, creative problem solver with 20-plus years of experience building brands, shaping marketing strategy, and creating campaigns that move people to action.
I thrive in complex environments where I can connect insights, audiences, and ideas, then turn them into clear strategies and scalable systems.
My experience spans B2B, B2C, member marketing, digital growth, communications, partnerships, and live experiences. I lead across teams and organizational levels, bringing together creative thinking, data, and execution to deliver meaningful work.
LEE
LEE serves a network of more than 80,000 members and 30-plus partners, with audiences spanning emerging leaders ages 18 to 22, mid-career professionals, senior leaders, and government officeholders.
My role was to build the strategy for how LEE reached, engaged, and moved those audiences through the member journey.
The Challenge
LEE offered a wide range of programs, resources, career opportunities, and leadership pathways. The opportunity was to create a more connected experience across audiences and channels so members could more easily understand what was relevant to them, when to engage, and what action to take next.
The Strategy
I designed the multichannel engagement strategy across email, social, member portal, podcast, and emerging platforms, connecting audience segmentation, lifecycle stages, messaging, creative direction, and channel sequencing into a more cohesive member experience.
I also established measurement and optimization practices that allowed the team to use behavioral signals, conversion data, and A/B testing to identify drop off, refine messaging, and continuously improve campaign performance.
Signature Initiative
LEE Member Job Board
I architected the go to market strategy for LEE’s member exclusive Job Board, partnering across a matrixed organization to develop audience segmentation, messaging, and multichannel campaigns connecting members with more than 2,000 job opportunities and career coaching resources.
The campaign brought together product, program, coaching, marketing, and partner priorities around one member journey.
Growth and Conversion
I expanded LEE’s acquisition and conversion strategy by incorporating tools such as ManyChat automation and LinkedIn Lead Gen Forms, while optimizing email, social, portal, and content channels to move audiences from passive engagement toward measurable action.
Impact
• Exceeded primary campaign targets by 40%
• Generated more than 3.4M impressions
• Expanded total audience reach beyond 100K
• Achieved more than 100% net follower growth across active social channels
• Built engagement strategy supporting 80,000 members and 30 plus partners
• Launched member marketing for a career platform featuring 2,000 plus opportunities
• Introduced lifecycle testing and optimization using A/B testing, behavioral data, and conversion insights
My Role
Member Marketing Strategy, Audience Segmentation, Lifecycle Marketing, Go to Market Strategy, Messaging Strategy, Creative Direction, Multichannel Campaigns, Conversion Strategy, Marketing Analytics, A/B Testing, Cross Functional Leadership
Support + Feed
Building a Climate Brand That Moved Culture
Challenge: Transform a grassroots response to food insecurity into a recognizable climate and food systems brand with global relevance.
Strategy: Built the brand, communications, partnership, and integrated campaign strategy across digital, content, social, creators, and live experiences.
My Role: Chief Marketing Officer responsible for brand strategy, messaging, creative direction, partnerships, campaign development, audience growth, and team leadership.
Impact:
$2M plus in strategic partnership revenue
200M plus social impressions
Global campaigns connected to Billie Eilish’s tour
Partnerships with Live Nation, The O2, TikTok, Universal Music, and Impossible Foods
Billie Eilish and Support+Feed Present
OVERHEATED
Chief Marketing Officer
Overheated launched at The O2 in London as a global climate action experience, bringing together artists, educators, thought leaders, and advocates to inspire conversation and action.
I led the brand, messaging, campaign strategy, and creative direction for the initiative, partnering across Support + Feed, The O2, Wasserman, Live Nation, and creative teams to build a cohesive experience across digital and live channels.
From audience messaging and programming to visual identity, arena graphics, social content, and digital promotion, I shaped how the campaign came to life at every touchpoint.
The goal was to make complex climate issues feel urgent, accessible, and actionable while creating a platform that could reach audiences well beyond the room.
Impact
• Raised $250K to support Support + Feed’s work
• Expanded global reach through livestreaming on Billie Eilish’s official YouTube channel
• Earned coverage in Forbes, Billboard, Rolling Stone, Metro, and other media outlets
• Supported The O2’s shift to plant-based food service and elimination of plastic cups across six shows
• Created an integrated brand experience spanning digital, social, programming, environmental graphics, and live events
THE SANNEH FDN
Vice President of Branding & Sustainability
As Vice President of Branding & Sustainability at The Sanneh Foundation, I had the incredible opportunity to drive growth, elevate the brand, and lead impactful initiatives.
I played a key role in managing Gala4Goals, one of the largest youth nonprofit events in Minnesota, which brought together 1,500+ attendees and raised $1M in donations. I also implemented innovative event management strategies, including using Monday.com for project management, which ensured flawless execution from start to finish.
I also led a 15% growth across our organic social channels by crafting content strategies that authentically engaged our community and leveraging analytics to continually improve our outreach. I implemented social media strategy and calendars, including building an online community that maximized our brand's visibility.
A major highlight of my time at The Sanneh Foundation was rebranding the organization, which involved launching a new logo, designing brand guidelines, and modernizing our website. This new identity enhanced our brand's presence and improved the user experience for stakeholders.
I built and scaled a high-performing marketing and volunteer team of eight, implementing targeted training and mentorship programs to develop creative talent across the organization. This leadership approach helped streamline operations and fostered a culture of growth and professional development.
Janette is a marketing and brand strategist, creative problem solver, storyteller, and overall connector out of The Twin Cities, MN