SBS Appoints David Fernandez to Lead National Digital and TV Sales
SBS has appointed David Fernandez as its new National Manager, Digital & TV Sales, as the broadcaster strengthens its commercial leadership team ahead of what it expects will be a major period of digital audience and advertising growth.
Following what SBS described as an extensive recruitment process, Fernandez was chosen to oversee the broadcaster’s national digital and television sales operations.
Fernandez joins the public broadcaster from Cartology, the retail media arm of the Woolworths Group, where he worked as Head of Growth. In that role, he led enterprise partnerships, commercial strategy and revenue initiatives across the company’s retail media platform.
Before joining Cartology, he held senior commercial leadership positions at Meta, managing agency and retail partnerships across Australia and New Zealand while working on digital transformation projects.
According to SBS, Fernandez brings more than 20 years of experience across media, digital platforms, enterprise sales and commercial strategy.
Acting Director of Media Sales Lee Fifoot said the appointment comes at a significant period 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.”
The position will see Fernandez lead SBS’s national television and BVOD sales division.
Speaking about the role, Fernandez said he was looking forward to joining the broadcaster during its next stage of growth.
“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.”
The appointment also signals the beginning of a transition for outgoing National Sales Manager Keiran Beasley, who will remain with the broadcaster during the FIFA World Cup 2026 campaign before departing on 26 June 2026.
Fifoot acknowledged Beasley’s contribution to the broadcaster over more than a decade.
“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,” he 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.”
