Carlos Fernandes has returned to Cribb as a Partner after 12 years. He brings more than 25 years of experience in executive search and has supported numerous companies—from digital market leaders to upper mid-sized businesses—in filling leadership positions, with a particular focus on e-commerce, digital marketing, business development, and technology. Carlos combines an international perspective with strong people insight and a clear strategic outlook.

Carlos, how did you actually get into recruitment consulting?

Alongside my business administration studies, I worked at a recruitment consultancy, and the insights immediately captivated me. I found it fascinating how profoundly the right personalities can influence a company’s direction. Relatively early on, I was involved in international search mandates, and I realised: I have a strong eye for people—not just for CVs, but for personalities, potential, and fit. What started as a side role quickly became the main role, and at some point it was clear: this is my path.

What do you love about your work?

It is the conversations, the encounters, the trust. I am able to be close to strategic turning points—whether with founders who have to let go, or family-owned businesses seeking an external leader for the first time. When I feel that my work delivers genuine added value, then I know I am exactly where I should be.

What sets Cribb apart for you?

Cribb was digital when others were still sending faxes. Since 1998, the team has been supporting Germany’s digital transformation—long before “digital leadership” became a buzzword. I myself was part of this team for eight years more than 12 years ago. That time shaped me professionally, but above all personally. Cribb does not think in traditional industry logic, but in digital ecosystems—and does so on equal footing with founders, C-level leaders, and entrepreneurs. What has remained, and what has brought me back here today, is this exceptional culture: curious, collaborative, principled, with heart and a clear compass.

Who inspires you?

I am inspired by people who have the courage to act entrepreneurially—regardless of whether they are founding a start-up or leading a long-established company into a new future. People who take responsibility, make decisions even when they are not comfortable, and keep their inner compass.

Which digital innovation has changed the world in your view over the last 10 years?

The rapid development of e-commerce technologies has fundamentally changed our world—not only how we shop, but how we think, decide, and form expectations as consumers. Today, every customer expects a digital experience that is intuitive, fast, and relevant—and in real time. Companies that use these technological possibilities intelligently not only gain competitive advantages, but also reshape markets.

The Next Big Thing?

I believe we are at the beginning of a completely new wave of human-tech interfaces, in which technology not only automates processes but also influences decisions—ideally, improves them. Particularly in retail, I see enormous potential: the combination of AI-driven personalisation, seamless checkout solutions, mobile commerce, and globally scalable platform ecosystems has already transformed e-commerce in recent years, and this development is only just beginning. What will matter is no longer what technology can do, but how entrepreneurially and boldly we use it.

Personal motto?

“Lead with energy, sell with courage, and let go at the right moment.” Whether in my career or in sport: for me, it is about moving forward with determination and making clear decisions.

What is the best way to reach you?

Honestly: almost always and everywhere. Whether by phone, email, WhatsApp, or LinkedIn. Anyone who wants to make an impact should not have to search for long.