Rafael Espesani

Lead of Sweet Biscuits portfolio for the UK and Ireland, including OREO, Milka, Barny, Mikado, Prince and Seasonal

Lead of the Refreshment business in the UK&I including brands such as Trebor (#1 mint in the UK), Halls (#1 candy brand in the world) and Trident.

• Senior Brand Manager for Jacob’s innovations focused on the Crisps and Snacks category for the UK&I; • Leader of Innovation Strategy, owning brand positioning, consumer insights, concept development, commercial optimization and operational implementation in the retail environment for Mini Cheddars, Cracker Crisps, Crinklys and Twiglets; • Accountable for defining, testing & executing new growth layers for the Savoury Snacks portfolio across all the elements of the full marketing mix; • Responsible for identifying NPD opportunities and shaping innovation pipeline to drive business incremental growth and meet sales and profit targets in line with business Strategy plan; • Innovation projects management driving multi-functional teams across the country to deliver NPD roadmap;

• Product & Marketing Manager for Gift Cards & Top Up across five European markets (UK, DE, FR, IT and ES); • Leader of Gift Cards in ES aiming to develop the category, owning launch of new products, new customer acquisitions promotions, marketing campaigns as well as online store merchandising; • Leader of Top Up innovation agenda for EU using data and customer insights to develop new product solutions working closely with global team based in the US and in-country marketing managers to trial and optimise marketing plans;

• Responsible for AXE/Lynx brand globally, one of the biggest male grooming brands in the world; • Leader of the innovation agenda for all regions across the globe driving multi-functional teams, including full process of global senior leadership gate keeping; • Complex global projects management including the launch of 1) Axe Black in over 90 countries which became top selling variant in less than 6 months after launch and reached historical market share, and was also nominated to diverse awards, both internal and external, 2) relaunch of global brand visual identity and 3) relaunch of deodorant cans; • Development of full product mix, from concept creation to go-to-market delivery, including Product, Communications, Digital, POS and PR strategy toolkits; • Stakeholders management including regional and local brand teams, Category Management and Cross-platform teams; • Management of multi-agencies, from brief to final deliverables; • Responsible for establishing and maintaining key partnerships with strategic partners such as Google/Youtube, Facebook, VICE, Spotify and start-ups for break-through initiatives; • Contribution to the creation of the Brand Development Model supporting the Global Brand Director and Global Vice-president in defining the 2-5 years masterbrand global plan; • Management of heavy-weight total brand global budget

• Responsible for Wall’s, global ice cream brand, covering 5 different countries in Latin America; • Innovation project leader for the region, responsible for delivering more than 10 innovations projects, including the 2014 World Cup initiative, biggest ice-cream project in the year with 5 cross-platforms innovations and double-digit incremental turnover; • Gatekeeper for regional projects, managing timelines and full product mix delivery, driving cross-functional teams such as Supply Chain, R&D, Procurement and Finance; • Key supporting role to Brand Manager and Director in developing the brand vision plan and category strategy, and identifying key business opportunities based on competitors analysis & market trends; • Management of local brands equity through ongoing monitoring utilizing Nielsen and Kantar data; • Analysis of P&L to achieve category and company targets focused on profitability improvement; • Budget holder for the brand regional costs, including advertising production and product development;

• Responsible for Dove, Sunsilk and Clear, some of the biggest global hair care brands, focused on Brazilian market; • Trade Marketing leader for innovation projects including the relaunch of the three brands, responsible for developing POS materials, promotional activations, channel strategies and sales force management; • Owner of brands performance analysis looking at local-level market data and P&L; • Management of external agencies for design, trade materials and events; • Development of key visuals for ads and visibility materials; • Creation of promotional packs and distribution channels strategy working closely with Customer Development and Sales teams; • Management of annual budget with monthly report to the Director manager;