- Member of the Launch Team & Leadership Board in MX - Reporting to General Manager in MX Business Challenge: Solidify outstanding performance of The Beat App in LatAm by conquering the biggest ride-hailing market in region & #3 biggest market WW: launch Mexico & become relevant Uber challenger in crucial geo Achievements: • The Beat App became #3 player in MX within 3 months with clear path to #2 by 1.5Y since launch • Development & execution of launch & several further roll-out campaigns for driver-partner & consumer audiences generating rapid awareness (70% of each audience covered within 2M), #1 brand preference in the category (above 40%) and strong trial rates • Excellence in execution of lifecycle retention programs, including CRM, targeted offers, promotional mechanics development to deliver on #2 loyalty rate in category among both driver-partner & consumer audiences • Leading business plans for several new geo’s and new product categories launches • Hiring, onboarding & training MKT team, covering key disciplines before launch while ensuring new team members integration into The Beat App culture • Co-leadership of Employment Branding program to be rolled-out in MX & LatAm to recruit best talent: awareness programs co-creation with LinkedIn, preference programs co-creation with internal stakeholders.

- 600M USD Turn Over / 8 reports & co-leadership of media, digital medical marketing & PR teams - Mexico is a #3 bus for Danone Waters WW and strategic geo for acceleration. Bonafont is #5 biggest water brand WW, across all producers - Reporting to Vice President of Marketing & Communications Business Challenge: Accelerate company growth via Fortifying Plain Water Achievements: • 2Y Acceleration Plan to fortify conversion into Still Water from "less healthy beverages" developed & aligned with Danone Waters CEO: key strategic pillars identified & investments re-structured to achieve stronger impact, delivering +11% volume growth & record brand equity (record recognition, trial, brand preference, brand loyalty) • Media presence boost (+15% WOA, +20% GRPs) to drive record awareness & recognition via brand investments impact analysis and re-structure to deliver significant efficiency gains • Brand purpose paradigm development: social & consumer understanding drive to define Bonafont brand purpose = women empowerment; alliance with UN Women (first partnership of UN Women with any brand WW); commercial & media stakeholders engagement to support & amplify the cause (Walmart, Google, Facebook, Imagen TV); strategic communicational platform “Avancemos por la Igualdad” launch, generating record engagement & organic amplification across media

Reporting to Marketing Director Home & Office Delivery Business Challenge: Deliver HOD (Home & Office delivery) performance consistency & improve profitability Achievements: • Company strategy revamped & rolled out internally & with consumer (mission, vision, purpose, new identity): from delivery operations focus to meaningful service connection driving both employee loyalty (delivery man turnover - 3500 bps) and #1 consumer preference • Portfolio optimization (100 -> 26 SKUs) focusing on strategic ranges & highest profitability: clear execution rules via master stock lists & planograms, visibility programs, sales targets optimization, delivering +10 bps ND on average & +1000 bps profitability • Inno pipe build up: consumer pain points study pioneering service quality definition for Danone Waters WW; design-thinking methodology to open up blue ocean opportunities; - >5Y pipeline created & aligned with Global Management team • Digital launch: setting up digital vision for connection & e-commerce with KPIs definition & targets, key partnerships establishment, resources re-allocation to sponsor focus on service path

- 60M USD Turn Over ( Still waters, Sparkling Waters, HOD and Aquadrinks) / 4 direct reports & responsibility over media & medical teams - Reporting to General Manager Turkey Business Challenge: Regain #2 position in Still Waters after 4Y with no communication & improve profitability Achievements: • Still waters brand re-launched after 4Y of no support; new brand positioning & strong turn-around plan (TV, digital, in-trade, partnership with Turkish Pediatrician Association association) delivered + 15% vol & MS gain, Equity KPIs uplift. The comms won Effie Turkey • Inno process set up (from ideation & screening & product co-creation with consumers to volume assessment) to launch 1st Aquadrink in Turkish beverage MKT; developed Tea-based Aquadrink pioneered Danone entrance into category WW; Kids’ Inno won “Best Launch” in beverages TK • In-trade execution leadership: planogram introduced across segments; channel visibility plans created; MT promo & pricing optimized

80M USD portfolio, competing in 5 markets; 2 direct reports & multifunctional category team • Brand turn around plan approved by the global management: marketing mix re-worked: earnings model, long term communication strategy, portfolio optimization, per category priority; delivered +9% NR & set path to double profitability in mid-term • Brand model shift from format/ variant strategy to one brand paradigm, unifying claims, comms platforms, as well as the business teams • Portfolio optimized: 1. brand economics re-worked to fund the focus on penetration build up 2. value generation buckets identified to deliver 6-digit earnings 3. structural simplification conducted

- The fastest growing business in the Developing Markets zone; 4 direct reports - 16 geo's & 6 product categories; 60M USD portfolio, achieving +38% NR vs. LY • Veet re-launch: restructuring of the marketing mix (new sizing / pricing, formula, celebrity comms launch, digital launch which made Veet Egypt the best FCB Veet page WW, launch of first branded TV content in Egypt, sales channel strategy development) to deliver 98% value growth & MS uplift • Innovation Pipeline: business idea & launch of penetration driving portfolio for down trade & low SELs (sachets & small packs); 8 new product categories launched in multiple geographies; Airwick launch in the region bringing + 6% portfolio NR • Media Strategy: media pitch conducted delivered 52% media buying increase with the flat spend; media strategies for 6 categories in 2 markets with the different media habits

#1 country for Activia Worldwide: 300M USD Turn Over, 60% of Total Danone Russia; 5 direct reports • Brand Strategy: Definition of 2010-2015 Growth Model – approved & acknowledged by Top Management - contributing to record + 16% NR • Brand Innovation Pipeline: Qualified until 2013, including breakthrough innovations on New Categories & New Targets. Affordability Range: Launched in 2010, delivering 5% Growth & Stretching Penetration in lower SEL regions • Brand Budget & P&L: complexity management of 8 different categories, incl. the highest media budget in the total food & beverages market

Comms strategy for moms & Kids development & execution; regional growth labs management- best one rolled out nationally, bringing +40% vol; leading in-out plan for 2010 and 2 new categories development

Kids communication launch; 1st Kids promo conducted delivering 5% vol; 360 activation developed bringing +30% vol & consumer KPI improvements; new flavor launched

Coordination of medical events & MeRep program launch in 12 regions

Leading Nescafe Gold re-launch & 2 seasonal campaigns execution

Extention School, Digital Marketing Strategy

Sociology, Sociology

Management, Management

Politics, Politics