Meet Fernando Diez
Vice President of Marketing, Vitro Architectural GlassNewly appointed Vice President of Marketing for Vitro Architectural Glass Fernando Diez is eager to develop and implement innovative global marketing initiatives to further the knowledge and capabilities of glass, a material included in numerous applications we interact with daily.
“Glass is everywhere. It’s where we live and work, where we play, where we heal, and it's even present in how we arrive there,” said Diez. “Expanding the understanding of glass and its potential is all about collaboration. It starts with our teams cultivating a creative environment, which leads to partnerships, innovation, and growth.”
Diez joined the Vitro Glass team in May 2019 as Head of Marketing for Vitro’s Mexico business unit. In December 2022, he was promoted to Director of Marketing, leading initiatives across the United States, Canada, and Latin America regions. Through his collaboration and expansion strategies, Vitro has seen increased awareness and sales of existing products and successfully launched many new products.
Vitro Glass President Ricardo Maiz praised Diez's “invaluable efforts” in producing innovative software tools like VitroSphere™ Digital Glass Simulator and the emissions™ Carbon & Energy Calculator that support architects, fabricators, and glaziers throughout the planning and design processes. Diez alluded to even more new software in the continued charge to make Vitro processes easy, agile, and collaborative.
Diez attributes his strong belief in collaboration to his many opportunities to work and live in multiple countries and cities throughout his professional career, which allowed him to step out of his comfort zone.
“The ability to work with culturally diverse people, people from different countries that speak different languages, and learning about other cultures, has been tremendously enriching,” Diez said.
When he’s not leading four multi-regional teams in North America, including Vitro’s Sample Program and Center for Architectural Design, Diez enjoys playing soccer and is fond of racquet sports, particularly tennis. He admires tennis champions because they share common characteristics: consistency, discipline, determination, overcoming challenges – things he instills in his teams.
“We want partners, architects, fabricators, glaziers, and other project stakeholders to know they can expect our best, and we’re their most valuable ally for them to design and construct the most beautiful and best-performing buildings in the world,” said Diez.
Diez also enjoys traveling and food and drink. He’ll never turn down a trip to the beach or a good steak with a nice glass of red wine.
Hmm, as he said, glass is everywhere.
As for the future of architectural glass? You could say Diez has a glass-half-full outlook.
Be sure to congratulate Fernando on his new promotion!
