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Lucas Adrián Fernández is a seasoned professional with extensive experience in digital commerce and strategic partnerships. Currently serving as the D2C & eCommerce Director at Grupo BGH since April 2024, Lucas also co-founded Semillero Digital in July 2019, a digital academy focused on social mobility and integration. Previously, Lucas held the position of Head of Digital Marketplaces for Latin America at adidas from March 2020 to May 2024, where leadership spanned a 14-member team managing eMarketplace operations across six countries. Additional roles include significant contributions at Samsung Electronics, Whirlpool Latin America, and Coca-Cola FEMSA. Educational background includes a degree in Public Relations, Advertising, and Applied Communication from Universidad Nacional de La Matanza and training in Digital disciplines at Digital House.