Rebeca Fernandez

CEO & Co-founder, AwAre

Rebeca Fernández lives and works between Spain and London (UK). Rebeca received her Master’s in Business Management (MBA) from Cantabria University and Data Science for HR from Cambridge University. Rebeca has more than 15 years of experience in Human Resources, with a focus on HR technology and People Analytics. She has worked in a variety of industries such as banking and consulting services and worked in companies like Barclays, Blackrock, and DXC Technology. In her last corporate role, she was heading the People Analytics team at Bureau Veritas. Currently, she is the CEO and Co-founder of AwAre (, a revolutionary employee listening mobile application with integrated action plans, engagement insights, and ESG/SDG reports; and the CEO of Rebeca Fernandez Solutions, HRaaS helping organizations to connect the dots between the business, processes, data, and people. Rebeca is an associate professor with a master’s in human resources management at the University of Cantabria (Spain). Rebeca is also a HR Blockchain expert, with more than 5 years of experience researching and developing Human Capital Blockchain use cases for ecosystems for justice and efficiency, she is the Board Member of the Blockchain Language Knowledge Foundation and creator of Since early 2023, Rebeca is am ISO 30414 lead consultant and Lead Consultant a committee member of the Spanish CTN314 committee HR management, which is part of the ISO TC 260 working on global HR Standards.

Rebeca´s motto is “what you measure improves” and she has a strong belief that HR professionals should connect the dots between business, technology, processes, and people data, therefore inclusive, sustainable, and transparent Human Capital Reporting becomes critical.