Podcasts · Coffee N° 5 with Lara Schmoisman
The Death of Generic Marketing: Fernando Acosta on AI, Sensory Marketing & Global Scale
· 31 min
Episode The Death of Generic Marketing: Fernando Acosta on AI, Sensory Marketing & Global Scale
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In this episode of Coffee N°5, Lara Schmoisman chats with Fernando Acosta. Recorded live at Cosmoprof (with a huge thank you to the Cosmoprof team for hosting us!), Fernando shares his journey from Buenos Aires to leading global brands, unpacking what it really takes to build brand equity on an international scale. From the story of Rexona's global brand harmonization to balancing local market adaptation, this conversation uncovers how sensory marketing, AI, and empathetic leadership are driving the next generation of consumer-centric brand growth.
• Key Topics Covered:
Fernando Acosta's career journey from Buenos Aires to international marketing executive.
Lessons in global brand harmonization and maintaining consistency across markets.
How to balance global brand identity with local consumer cultural adaptation.
The role of AI and sensory marketing in modern product development and discovery.
Essential leadership qualities for global business: humility, kindness, grit, and curiosity.
• About Fernando Acosta:
Fernando Acosta is a global marketing executive and business leader known for scaling high-profile consumer brands across international markets. With extensive leadership experience across major FMCG powerhouses, Fernando specializes in brand architecture, consumer insights, and cross-cultural expansion. He is a passionate advocate for purpose-driven branding, empathy-led leadership, and leveraging emerging tech to meet evolving consumer needs.
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