Björn Willemsen

• Lead the global marketing, brand and innovation agenda across a multi-country health & wellness portfolio • Build and manage a scalable innovation pipeline • Drive portfolio optimisation (profitability, premiumisation) and harmonisation across 1,400+ SKUs • Strengthen marketing excellence through full-funnel strategies, performance frameworks and data-driven decisioning • Partner closely with Sales, R&D, Finance and Supply Chain to ensure integrated planning and profitable growth • Work with international teams to encourage a shared vision, culture, and execution approach

• Omnichannel Strategy: Led mid-term omnichannel initiatives, seamlessly integrating digital and physical customer journeys. • E-JBP Framework: Driving strategic alignment with retail partners through the E-Joint Business Planning framework. • E-Commerce Analytics: Establishing a performance dashboard for Egrocery / B&M retailers to enable data-driven decision-making and accountability. • Digital Shelf Management: Ensuring consistency, visibility, and competitiveness through end-to-end digital shelf standards. Digital Portfolio Optimization: Enhancing product discoverability and consumer engagement across digital platforms. • Retail Media: Supporting the integration and monetization of retail media in customer plans to boost revenue and marketing ROI. • Key Account Management: Managing strategic eGrocery accounts, driving joint business planning, annual agreement negotiations, year-round promotional planning, and portfolio optimization.

- Responsibility for a P&L of $150M in revenue - Brand Strategy Development - Marketing Campaign Planning and Execution - Market Performance Analysis - New Product Launches - Brand Activation and Sponsorships - People Leader - Supporting Individual Growth

• Quick Commerce Expansion: Built and scaled the Quick Commerce/On-Demand channel across 11 Northern European markets. • Joint Business Planning (JBP): Established strategic partnerships, tripling RSV with key players. • On-Demand Strategy: Developed and executed a European-wide approach to drive distribution and customer growth. • Sales & Assortment Growth: Expanded product assortment and introduced occasion-led planning, driving 2-3x sales growth. • Digital & E-Commerce Passion: Deeply curious and committed to shopper- and customer-centric digital solutions. • Marketing & Sales Optimization: Designed and executed online campaigns to boost brand awareness and sales.

Focus category: Premium whisky Focus channels: Ecomm, Off Trade - Development of a Northern European ROS driving playbook for premium whiskys (for execution in all sales channels) - Creation of a best-in-class Northern European Year Around Gifting Strategy - Launch of Diageo's 1st E-Shop Malts.com/de (+158% NSV in first two launch months vs. GB launch) - Successfully launched and managed the pitch for a new shopper marketing agency end-to-end - Representative for any kind of E-Commerce channel alignment - Built and coordinated a product information management platform Revamped Amazon Gifting (+361% of sales in initiation period vs. LY) & Whisky Store (+261% of sales in initiation period vs. LY) - new look& feel - incl. new price ranges Luxury& Special Releases - incorporating learnings from World Class store (higher focus on whiskys, Don Julio& Zacapa) - incl. rare whisky range - incl. flavour mapping

- Account Management for platforms/ customers which deliver (food,) beer& spirits directly to consumers within 2 hours! - Built European "on demand" strategy - From starting a test with Deliveroo& Coop with a few convenience stores we went to building a strong network of more than 400 Coop C-Stores across the UK using Deliveroo's logistic structure for the fulfillment - Within one year 7-folded distribution of convenience stores selling Diageo products in the "on demand" space - Built ROS driving mechanics with food aggregators and pure drinks delivery services

- Responsibility for and engagement of a team 7 direct reports in GAS+PL - Creation of a new channel strategy including restaurants / online convenience stores (influence of the entire value chain - from factory to wholesale to the end consumer) - Creation of plans for the digital distribution of the alcoholic beverage category - Traditional customer support (including the creation of integrated business plans) - Change management - "Onboarding" of new members in several markets to the business' new structure - Budget responsibility

- Responsibility for and engagement of a team 7 direct reports in GAS+PL - Creation of a new channel strategy including restaurants / online convenience stores (influence of the entire value chain - from factory to wholesale to the end consumer) - Creation of plans for the digital distribution of the alcoholic beverage category - Traditional customer support (including the creation of integrated business plans) - Change management - "Onboarding" of new members in several markets to the business' new structure - Budget responsibility

With my wife, I founded soup & smoothie shop with an innovative to-go concept. Tasks: - Business Plan - Finance - Strategy - Brand Building& PR https://hamburg.mitvergnuegen.com/2019/gesund-lunchen-in-der-neustadt-das-alma-august/ https://www.facebook.com/AlmaAugust-2081511628527797/

- People Management (coordinated and coached a team of 3 direct and ~50 indirect reports) - Sport & Culture Event Management (created, planned and executed international and regional events) - Business Planning - Athletes/ artists Management - Networking - Organized and executed creative workshops www.redbull.de

eigene Eventreihe („Plattenfieber“) Management der Künstler Lokalitäten und Angestellten die Kommunikation mit Sponsoren das Rechnungswesen Promotion und Internetauftritt

Public Relations www.tankclub.com.au

www.surfdiveaction.com/

Praktikant www.lineup.com.au/

www.healthyinspirations.us