Susan Fernandez

Senior Vice President of Marketing

UpSpring

Co-Founder

Cast Carbon

23 years in the industry

What initially inspired you to pursue a career in architecture, and who or what influenced you most along the way?

I inherited my love of architecture and building from my mother. While she was not an architect, she had an insatiable curiosity about the world, particularly art, architecture, and literature. I grew up in Buffalo, NY, which was a thriving city at the turn of the century. As a result, the city has a disproportionate amount of work by design giants as well as whole neighborhoods rich with homes that have craftsman details like stained glass windows, ornate carvings, and inlaid floors. Delaware Park was designed by Frederick Law Olmsted and Calvert Vaux. Frank Lloyd Wright has three notable homes: the masterpiece complex Darwin Martin House, the Walter Davidson House, and the Graycliff. The city also has a brilliant art museum, The AKG (formerly known as the Albright–Knox Art Gallery), has an expansive modern collection that forever shaped my understanding and appreciation of the power of creative expression.

Have you had mentors or advocates who played a key role in your career growth, and how important is mentorship for women entering the field now?

It is vital that we make it a point to mentor, advocate for, and promote women as they enter this field. We must take action and build a system that guarantees the outcome we want. Despite what is happening in the world right now, diversity of perspective is what creates greatness. For too long, we have only had one mindset determining how we should live, work and play.

How do you balance creativity with the technical, regulatory, and business demands of architecture?

As a marketer, my role is all about using creativity to reframe the technical aspects of architecture and design in a way that resonates. In many ways, we live in a golden age of design. There are great products and great architects everywhere, but technical excellence alone is no longer enough to drive specification or new business. 

To build lasting visibility and demand, brands have to be memorable. That might mean creating a distinct visual identity (think Owens Corning’s pink insulation) or forming creative partnerships that expand your reach. Most importantly, you have to tell a compelling story: understand who your ideal customer is and align your technical expertise with the experience they are looking for.

How do you see the sustainability conversation going in our industry?

As an industry, we’ve moved beyond the assumption that “green” automatically equals sustainable. Today’s mindset is more discerning and rooted in accountability. Architects want to understand the full environmental impact of a product over its lifetime – how it’s made, by whom, and under what conditions. Tools like C-Scale and Cradle to Cradle certifications surface previously hidden data, reshaping specifications through greater transparency. As a result, architects and owners now have a clear, digestible view of the real consequences of their choices.

During International Women’s Month, what does recognition like this mean to you, and how can the industry continue to better support and elevate women’s voices year-round?

One of the most meaningful parts of our work here at UpSpring is the opportunity we have to elevate diverse voices and tell their stories. Women are redefining what leadership looks like in the architecture and design industry, and reshaping how brands show up in the marketplace. 

For Women’s History Month, we’re hosting a special session of The Circle, our monthly discussion series on the shifts, trends, and strategies shaping the AEC and design industry. The virtual panel will feature women leaders from across the field and give them a platform to share their perspectives, experiences, and ideas. Recognition is important, but we need to create consistent opportunities for women to be heard, valued, and visible.