Ana Maria Henao

Lead a US$80MM+ business with full accountability for P&L, ensuring long term strategy alignment, maximizing profit and value creation; and supervising 7 senior-level direct reports, 280 employees, and 750 seasonal contractors. Reported into Carvajal Company Northern Region VP. • Led a continuity plan to help navigate the company thru the pandemic crisis while delivering US$3.5MM in savings. • Launched a new Marketplace (e-commerce) for School Supplies; this project entailed design and start-up of online selling operations in Apr’21 engaging 4 new and current sellers. • Redefined the innovation strategy and architecture capturing the consumer behavior changes and rapidly adapting new methodologies to help deliver business recuperation in the near future. • Achieved market leadership (SOM) with 36% share in 2020 for the notebook’s category in Supermarkets despite a year of plummeted consumption and aggressive competition. This, leveraged on a solid brands strategic plans and execution. • Delivered 12% EBITDA in 2019 maximizing a strong portfolio and fixing critical commercial issues, poor teamwork, and weak structures. • Strengthened leadership and redesigned the organizational structure to support 7% growth in 2019. • Defined a robust Sales & Operation Planning process enabling financial sustainability and growth.

Responsible for the growth and development of a US$80MM+ business leveraging on the design and execution of the commercial and logistical strategies. Reporting to the Vice-President Central America in Guatemala. Overseeing a group of 45 multifunctional employees including 7 direct reports at Senior Leadership level. Key Accomplishments: • Consistently exceeded growth expectations that resulted in a +5.5% CAGR for 9 years while increasing profitability by 1360bps. • Increased Share of Market performance in 180bps using comprehensive analytics and developing strategies that increased penetration in opportunistic categories. Achieved highest Share of business across categories in 2018 at 49.8%. • Optimized unit’s operational processes by outsourcing the warehousing, transportation, and merchandising operations. Reduced 260bps in non-variable overhead, 10% more than budgeted. • Turned around the unit’s performance down the trade through a successful negotiation with a new distributor resulting in double-digit sales growth in the DTT beginning in 2014. • Established a Talent motivation and development plan with the goal of maintaining minimum turnover and strengthening new positions with world-class talent. 6 of 9 reports promoted within the organization. • Ensured flawless execution of 5-year Innovation Pipeline, conducting aggressive negotiations with customers coupled with team training. As a result, the innovation portfolio delivered up to 7% of sales on annual basis.

Directed a marketing organization of 25 people including Oral Care Consultants and with five direct reports who supported US$400M in sales. Developed and implemented all of the brand-building commercial strategies and budget requirements in alignment with the subsidiary strategic imperatives. Reported into Marketing VP. • Strengthened Colgate toothpaste leadership position (SOM) and reached 86% market share – all-times high in México - through innovation and a robust defense plan vs a new player in the market. In addition, category net sales grew by 6% exceeding annual growth targets by 5%. • Developed and implemented a new “premiumization” strategy for the category resulting in 11% growth in Net Sales with initiative being granted a “You Can Make a Difference” award. • Restructured Oral Care Professional Relations and School Programs to maximize reach and brand content. In consequence, Dentist’s top of mind, product recommendation and product usage was strengthened.

Led international (Palmolive, Protex, Speed Stick) and local (Caprice, Neutrobalance, Stefano) brands in Soaps, Shampoos and Deodorants, a combined category P&L of US$250MM. Fully accountable for strategy design, innovation and execution of marketing plans. Reported into Marketing VP.

Established a new decentralized innovation process for the Latin America Division. Developed regional insights, winning concepts, and product prototypes that were launched across all countries within the Division. Successful products: Colgate Fresh Confidence, Colgate Sensitive, Colgate Max Fresh. Conducted feasibility evaluation of Colgate Chewing Gum. Reported into New Products Marketing VP.

Progressive and successful marketing tenure growing from the role of Assistant Brand Manager to Category Manager by consistently delivering market share and net sales growth.

Program developed to understand the behavior of today's customer networks, and how to innovate products, services and communications that customers seek. Content: - Plan, implement and measure digital strategies that are integrated with traditional marketing and business practices. - Strategic thinking to achieve marketing/commercial goals via digital marketing. - Reaching digitally savvy audiences, build deep customer relationships, and create new market, products, and business models.