Fernando Arriola joined the Chicago Bears as VP of Fan and Brand Development in 2016. He is responsible for engaging and growing the Bears fan base to build brand affinity. In his time at the Bears, Fernando has a lot to be proud of. In collaboration with the ticket office, his team leveraged no-charge ticketing for Training Camp, allowing the Bears to create a better experience through forecasting attendance and connecting with attendees via daily email alerts to highlight camp changes or start times. His team has also reflected fan preferences through transitioning to more digital and social messaging within the Bears marketing mix. Finally, the Bears have forged deeper connections in the community through having local artists paint Bears murals to beautify Chicago neighborhoods, having a local designer create a limited-edition line of Bears apparel, and having popular Chicagoans share how they experience Bears Gameday on their social accounts. Prior to joining the Bears Fernando was VP Marketing at Conagra Brands where his team led enterprise-wide and brand-specific digital, advertising, media, eCommerce and sales promotion activity as well as provided strategic leadership for the brand organization across paid, owned and earned channels. Before his career at Conagra Brands, Fernando held a variety of media leadership roles in marketing and advertising agencies.