United Airlines has appointed Maximiliano (Max) Fernández as its new Regional Sales Director for South America, a newly created position effective July 1, 2026. The executive, with three decades of experience in the airline industry, commercial distribution and hospitality, will lead the airline’s commercial strategy in the region, including Brazil.
Fernández will report directly to Christine Valls, Managing Director of Sales for Latin America, the Caribbean and Miami at United Airlines. His primary mission will be to drive revenue growth, strengthen strategic partnerships, and consolidate the company’s presence in key markets across the subcontinent.
“Max’s appointment comes at an exciting time for United in South America, as we continue expanding our presence with new service to Venezuela and our third destination in Colombia, Cartagena,” said Valls. “His deep knowledge of the region and extensive industry experience make him the ideal person to help lead our commercial growth and strengthen United’s position across South America.”
Consolidated career in aviation and travel
Max Fernández began his career in airport operations at American Airlines, where he gained a comprehensive view of the business from the operational base. He later held positions of increasing commercial responsibility at the same airline. His time at Amadeus allowed him to specialize in distribution technology and reservation systems, with exposure to all markets across the Americas. For the last eight years, he worked at Marriott International as Regional Director of Airline Business for Latin America, including Brazil and the Caribbean, where he deepened his expertise in developing strategic alliances and generating revenue through partnerships.
Born in Caracas (Venezuela) and currently residing in Colombia, Fernández is fluent in Spanish, English and Portuguese. He is a private pilot and has maintained a strong personal connection to aviation for 28 years. Outside of work, he enjoys physical exercise, endurance sports, and values quality time with his wife and two daughters.
“Aviation has always been a passion throughout my career, and joining United makes this chapter especially meaningful,” said Fernández. “I am grateful for the trust placed in me and for the warm welcome. I look forward to working with an exceptional team, strengthening our partnerships in South America, and contributing to United’s continued growth in the region.”
United’s expansion in South America
United Airlines currently operates more than 1,000 weekly nonstop flights to 65 destinations in 33 countries across Latin America and the Caribbean from its hubs in Chicago, Denver, Houston, Los Angeles, Newark/New York, San Francisco and Washington Dulles. In South America, it maintains nine destinations, a number that will increase this year with the launch of operations to Caracas (Venezuela) and Cartagena (Colombia).
United Airlines expands in Colombia with new Cartagena flights from Houston and Washington D.C.
The airline leads seat capacity in several segments across the region, particularly in Central America and the Caribbean, and seeks to consolidate its growth through a more aggressive commercial strategy in South America. Fernández’s appointment is part of United’s plan to reinforce its leadership in Latin American markets, where it competes with strong regional players and other US carriers.