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H-E-B-Backed Favor Lands New Chief Marketing Officer, Fernando Trueba

H-E-B-Backed Favor Lands New Chief Marketing Officer, Fernando Trueba

Friday, September 6th, 2019

As we reported on our sister site, AndNowUKnow, Favor, the Texas-based delivery company, was acquired by H-E-B in February of last year. The most recent news from Favor is the appointment of a new Chief Marketing Officer, Fernando Trueba. The H-E-B-backed delivery company, Favor, recently announced the appointment of a new executive, Fernando Trueba, In this new role, he will both lead and develop the company’s marketing strategy throughout the next stages of growth.

Steven Pho, President, Favor"This position is a natural step in further establishing Favor's presence across Texas and we are thrilled to have Fernando leading our growing marketing organization," said Favor President, Steven Pho. "I am confident his leadership and expertise in building brands will help propel Favor's brand and growth forward."

According to a press release, Trueba joins Favor with a proven track record in marketing, having worked in the sector for 16 years. He was most recently the CEO and co-founder of, a technology company focused on building a more sustainable and transparent fashion industry.

Fernando Trueba, Chief Marketing Officer, Favor"Favor's remarkable growth amid the continually evolving on-demand space has been impressive to watch," said Trueba. "I am excited for the opportunity to continue building Favor's brand alongside such a talented and passionate team dedicated to achieving market leadership in Texas.”

Fernando Trueba has been appointed to Chief Marketing Officer at H-E-B-backed Favor, a Texas-based delivery company

Prior to founding, Trueba led eBay's geographic expansion to launch eBay Marketplaces in over 18 markets across Latin America, positioning the site as the leading e-commerce destination for cross-border trade in Mexico, Colombia, Argentina, Brazil, and Chile. His previous experience also includes a stint at Microsoft, where he designed and implemented the competitive strategy for Windows 8 devices. He also worked at Johnson & Johnson Consumer Products, where he led the successful launch of Splenda in Mexico and business expansion in Latin America; as well as RedBull where he led marketing efforts for the leading energy drink brands in Mexico.

The press release noted that Trueba is joining Favor as the company continues fueling its growth. Already operating in 130 Texas cities, Trueba will help grow the company with strategic marketing efforts across Texas, including the recent launch of Favor's first statewide brand campaign featuring television commercials, digital brand media, streaming services, strategic sponsorships and out-of-home media.

Congratulations from all of us here at Deli Market News to Fernando on this new role!