Aida Diarra

► Leading growth and development across 52 countries with 78 employees in 3 regional offices (Casablanca, Johannesburg, Lagos) and 369 agents, as well as opening a new country, and Member of the Women@WU global gender diversity team ► Designed and implemented a strategy which led to sustained growth and accelerated the digitization of service offerings in Africa through account based and mobile channels – now the fastest growing channel, transformed the business model in critical markets with the acquisition of a license, obtained approvals from the Central Bank of Nigeria to activate new Outbound services, and added + 50 new partnerships to the existing portfolio of agents

► High-profile management of 30 countries with 48 employees in 2 regional offices (Casablanca, Lagos), 225 Agents, a $16 million budget and a $3 million operating budget, accountable for defining growth strategy through footprint expansion, service portfolio diversification and improvement of consumer value proposition ► Conducted several regulatory outreaches to address implementation of new competition law as well tax issues and created a new office in Nigeria, participated in a 3-month task force in Denver, Colorado comprising a cross functional team of 12 people from around the world to shape the company’s 3-year global strategy, spokesperson for Western Union in the public private partnership with WU and USAID – Africa Diaspora Marketplace – on financial inclusion

-► Defined growth strategy for West Africa with a focus on 14 countries, managing a $6 million marketing budget, with a focus on business development, operations and marketing, implemented several operations-related programs such as training and conventions to drive agents ► Realigned marketing investment with growth drivers - value enhancement, consumer retention and loyalty, leveraged key accounts across different countries to expand WU foot print, expanded network base through global agreements with pan-regional African banks

► In charge of defining Africa Marketing strategy to drive customer acquisition and build retention throughout the region (44 countries), managing a $20 million marketing budget and 15 agencies across Africa ►Led budget planning efforts including partners investments, and implemented new budget tracking tools to increase forecast accuracy ► Increased Investment ROI through strategic alliances throughout the region.

► Managed grassroots activities of 4 Agencies - Advertising - Media - PR and below the line, and a budget $1.8m, defined a strategy to address the African Diaspora market to drive US Outbound to Africa revenue ► Expended Ethnic Point of Sales and designed key account retailer-specific marketing actions, defined and implemented a plan to accelerate location growth to drive the USOB to international business Started as an Assistant Marketing Manager in 1999

- Business Development in Electronics, computers and network & telecommunication accessories with key regional priority: Europe and Africa. - Licenses negociation from key manufacturers (HP, IBM, Canon) to ensure price competitiveness - International bidding offers (success rate 30%). - Developed integrated communication tool to promote the company (brochures, flyers, kits, internet site) including direct mailing campaigns for Acquisition - Coordination with suppliers, shipping companies, customs to insured timely delivery in foreign countries

- Developed first marketing plan supporting renewed vision and priorities for the institute: Analyzed services portfolio, identify revenue opportunities through market analysis and company past performances. - Developed and implemented new communication strategy. - Developed an integrated sales and micro marketing plans implemented by team in order to address regional needs - Pilot tested the plan in 3 regions that resulted in accelerated revenue growth.