Ilse Madrid Morales

As responsible of the marketing department my role consists in developing nationwide strategies that guarantee consistent and substantial growth to the company, ensuring mental and physical availability. Regarding the mental availability I´m in full responsibility of the media strategy using brand assets consistently and throughout all communication channels. Regarding physical availability my job is to create and present a relevant product portfolio developed by analyzing consumer trends and relevant data, maximizing it´s weighted distribution, testing new market opportunities and improving its visibility at POS by developing secondary placement and cross merchandising strategies. • Develop long term marketing plans utilizing data driven insights (Nielsen, Sales reports, consumer research, etc.) • In charge of innovation and renovation product strategies, from research, concept and product development, and 360 communication strategies from creativity, media, PR and sampling • Lead PR and Digital & e-commerce strategies in order to create relevance and achieve a better reach • Lead and manage agency partners and internal cross functional teams in order to create and execute brand strategies • Lead pricing and price increases strategies • Total P&L ownership, ensuring brand profitability. Budget allocation and management Achievements • Increase Sell Thru on the Christmas Seasonal Campaign from 55% to 79% in my first year • Achieve category leadership in the chocolate bar segment in 1 year, reaching double digit growth across all channels • Increase market share by +0.2%, constantly achieving double digit growth across all brands • Successfully launch digital campaign partnering with CORNERSHOP. Reaching +123% of growth vs LY. Increasing unique LINDT users by +55% after campaign achieving SOM leadership

My main role as the marketing manager was to gain traction in the mexican market, developing functional objectives and determining effective strategies and tactics • Successful development of one communication campaign for Mexico, contributing to increase market share and gain product penetration in top products • In charge of innovation and renovation product strategies, from research, concept and product development, P&L, and communication strategy • Lead in coordination with sales and trade marketing team channel strategies • Lead pricing and promotion strategies • Total P&L ownership, ensuring brand profitability. Budget management Achievements • Lead comunication campaign launch

In charge of delight and engage consumers with strategic thinking to help reach marketing and sales goals, create a stronger brand, and improve the consumers experience. • Lead annual brand planning process in conjunction with regional office, sales team, media, digital, PR and advertising agencies. • Accountable for delivering brand objectives and strategies in the long and short term in order to ensure sales growth and SOM gain (ATL/BTL). Responsible for developing the consumer engagement strategy for DOG CHOW • In charge of innovation and renovation product strategies, from research, concept and product development, P&L, and communication strategy • Total P&L ownership, ensuring brand profitability. Budget management • Forecast input • Optimal media planning (traditional and digital)

• Lead annual brand planning process. • In charge of renovation product strategies • Development of BTL and digital activities in order to maximize budget in both brands • Total P&L ownership, ensuring brand profitability Achievements • Complete turnaround on CAMPEÓN®´s SOM increasing it in +260 bpts by DEC´14 vs LY. Achieving its record SOM since 2005. • Achieved absolute leadership in the mainstream segment by DEC´14 CAMPEÓN surpassed its main competitor by +3.4pp of SOM. In 5 months, and maintaining leadership to this day • Increased CAMPEÓN®´s brand consideration in 10ppts by DEC´14 vs LY • BENEFUL® growth in (9% in volume & 13% in value DEC´14 vs. LY), +0.9 pp SOM • Increased BENEFUL®´s brand consideration in 6ppts by DEC´14 vs LY

• Excellence in execution and monitor brand strategies on consumer contact points (ATL & BTL) • Follow up and analysis of brand's key indicators (Sales, Nielsen, Sell-out) Advertising and communication strategy, development, follow up • Development and execution of POS activities • Budget management. Achievements: • In charge of developing POS strategies that increase BENEFUL® sell out in 15%

Development of BTL strategies. Involvement in the design of annual brand plan . Implementation of media plan , creation of promotions to generate demand. Forecast input. Sales track . Budget management Achievements I implemented NESQUIK® cereal promotional strategy achieving an incremental SOM of +50 BPTS. I coordinated the local campaign with MATTEL® increasing SOM +50 bpts and exhibitions in 30 % in holiday season

Developed the supermarket point of sale plan (cereals) for all chains based on shopper decision trees Calculated and reported KPIs (stock turns, profitable shelf, optimal stock weeks). Coordination and implementation of plans of demo girls nationwide Achievements: Increasing the average ticket in activated stores. Increased number of exhibitions in 25 % (Scantrack).