Agustín Fernández, IM student and Global Social Media Coordinator at Meliá Hotels International

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Agustín Fernández is one of our first students to successfully complete the Global Master in Digital Management , our most comprehensive high-performance training program. From a young age, it was clear he had an entrepreneurial spirit and a clear understanding of how to set and achieve goals . He now coordinates the global Social Media department of an international hotel chain with more than 500 social media profiles . He tells us his story in the following interview.

You began your career working as a DJ for Los 40 principales and Máxima FM, in addition to playing at major events in Ibiza. What has your relationship with the music world been like so far?
I became interested in the world of music very early on, at just 13 years old, and from that moment on, I took it on as a personal challenge , as my first bahamas mobile database project. During this time, I combined my secondary school studies with music production, piano, and radio appearances and other events. A few years later, I was fortunate enough to work with major companies in the industry, such as Grupo PRISA , and to be a guest DJ at some of the most renowned clubs, such as BCM Planet Dance, Pachá, or, as you mentioned, Bora Bora Ibiza.

As I mentioned, I consider this to be my first project with a clear relationship to marketing, as I was always clear about the importance of creating a representative and distinctive personal brand , especially in this "artistic field."

I don't currently have a close relationship with the music world, although it's undoubtedly something that's present in my daily life, especially given the importance it has in today's digital content.

At the same time, you decided to begin studying with us for our most comprehensive program, the Global Master in Digital Management . What led you to study this Master's program?
After several years studying marketing and communications, I felt it was time to dig deeper . Although I had a solid foundation on the subject, I was missing learning about real-life processes and tools that we use so much in our daily lives, such as Google Analytics.

The curriculum is fully adapted to today's needs, placing a strong emphasis on the use of advanced digital tools, which I consider essential today.

The flexibility this program gave me to continue working and the good references I received from the center made me choose this program.

Which branches of digital marketing have interested you the most and why?
Undoubtedly the Social Media branch , because I believe that social networks are generating a cultural shift in all of us , since they have not only changed the way we relate and communicate, but also the way we influence each other before making a purchase, the way we inform ourselves about current events in our country, or the way we entertain ourselves. Personally, I am fascinated by everything this channel is influencing us in our daily lives in such a short time, but even more so by the potential that I believe is yet to come.

On the other hand, branding is also one of my favorite branches, because I believe that building a brand and everything that this entails must be one of the most beautiful processes you can experience working in this sector.