Adolfo Fernández is a Spanish executive and business leader with deep expertise in the digital, media, and technology landscape, as well as global strategy and operations.

As the Global Head of Product Strategy & Operations for eCommerce advertising at TikTok, Adolfo leads the development and execution of product strategy, product marketing, and go-to-market efforts for TikTok's eCommerce advertising suite. This includes overseeing investments in TikTok's AI-powered advertising portfolio, third-party platform integrations as well as TikTok-only offerings such as native checkout solutions with premier global partners. Adolfo was also responsible for laying the groundwork for TikTok's investments on emerging verticals including Travel, and Media & Entertainment.

Prior to TikTok, Adolfo served as the Global Head of Retail Ads & Commerce for the SMB and mid-market segments at Google where he was pivotal in shaping the product and business strategy for Google advertising.