The new comms chief will lead a team of four at the club's communications department; one of their key tasks will be keeping the media circus surrounding midfielder galactico David Beckham and his wife Victoria, regular fixtures in the British and Spanish press, at bay.
Fernandez's appointment may herald a rethink of the communications structure currently divided into media relations and web content teams. 'He has just landed the job and has still to organise the team,' says media relations director Marta Santisteban.
Fernandez will report to Real Madrid's new President Fernando Martin and work alongside Manuel Redondo, who heads the club's PR department and manages events and other promotional activities.
Fernandez's arrival comes shortly after the high-profile departure of Florentino Perez, Real Madrid's former president, who quit the club after blaming himself for the team's recent lacklustre performance.
Prior to joining Real Madrid, Fernandez was chief executive of his own communications agency Ares Comunicacion Corporativa.