Deep Com Roots, a distributor, international sales agency and strategic partner of ISII Group, has announced the appointment of Jesús Fernández as Head of Marketing & Communications. With this appointment, the company adds a highly experienced entertainment marketing and communications professional to its team, bringing a track record connected to some of the biggest audiovisual launches of recent years.

Over the past four years, Jesús Fernández has led marketing strategies and campaigns for Prime Video and Amazon MGM Studios in Spain and globally. His work has included the launch of Reina Roja, the adaptation of Juan Gómez-Jurado’s literary phenomenon; Apocalipsis Z: El principio del fin, which reached number one globally and, at the time of its release, became the most-watched International Original movie in Prime Video history; and La Virgen Roja, Amazon MGM Studios’ first theatrical release in Spain, as well as other successful titles such as Su Majestad and Zeta.

Previously, for more than three years, he led the Netflix Spain account at We Are Social, developing social-first strategies and campaigns for some of its biggest titles and cultural phenomena, including La Casa de Papel, Élite, The Witcher, Sex Education and Valeria, as well as brand campaigns such as Pride and Eurovision.

In his new role at Deep Com Roots, Jesús Fernández will lead the distributor’s marketing and communications strategy for its theatrical releases, heading a multidisciplinary team and taking an integrated approach to every stage of each launch. He will coordinate Marketing, Press & PR, Social Media, Paid Media and Trade Marketing, working closely with Distribution to develop 360-degree campaigns. The goal will be to increase the relevance of contemporary productions with strong narrative and aesthetic qualities and connect them with audiences, markets and opportunities where they can make an impact. His work will help strengthen the positioning of each title, drive strategic distribution and expand its reach nationally and internationally, generating conversation, cultural relevance and impact.

“From the very beginning, we were clear that Deep Com Roots should not be simply a distributor, but a company capable of building the positioning, communications and commercial journey of each title. Jesús’ appointment reflects that ambition. His experience and understanding of audiences will allow us to approach each film with its own strategy and extend its reach both within and beyond Spain,” said Silvia Carvalho, President of ISII Group.

For his part, Jesús Fernández expressed his enthusiasm about joining Deep Com Roots and contributing to the growth of Spanish cinema: “Cinema has been part of my life for as long as I can remember, and having the opportunity to continue developing my career within an industry I am passionate about is both a privilege and a tremendous responsibility. I am joining Deep Com Roots with the ambition of putting everything I have learned over the years toward precisely that challenge: helping great films find their audiences and ensuring that people continue to want to go to the cinema to discover them. I have always seen marketing as a tool capable of taking a release beyond the screen, becoming part of the cultural conversation and, at its best, becoming part of the collective memory. That is my ambition at Deep Com Roots: to build relevant, ambitious and disruptive campaigns that bring audiences to theaters and help our cinema reach further than ever.”

His appointment comes as part of the evolution of Deep Com Roots and ISII Group toward a model focused on strengthening the positioning, commercial development and international reach of content, integrating strategy, creativity and audience insight to support each title throughout its journey to market.