Manuel Fernández is head of conversion and consumer activation for Electrolux's D2C e-commerce business. Originally from Spain and now based back in Spain after a decade in Sweden, he moved into e-commerce via the Nordic eyewear brand Lensway before joining Electrolux in 2017. He talks about running Black November across 24 European markets, why traffic is getting more expensive as shoppers start searching on marketplaces and AI tools instead of Google, and how Electrolux personalises the on-site journey by intent instead of distracting shoppers with pop-ups. Listen to hear how a B2B led appliance giant is building its D2C playbook.