Christian Kellner Haak

• National medium-sized company in the segment of chemicals for hygiene and cleaning; • Report to the Administrative Council and Partners, with responsibility for the operational and personnel management (team of 15 direct people, distributed in the areas of branding, digital marketing and sales); • Responsible for general marketing and sales management (market intelligence, branding, strategic planning, institutional marketing, trade-marketing, product marketing, agency coordination, budget management, partnerships, fairs and events, media, market research, communication, public relations, etc.) of two product divisions (Institutional and Industrial), including its sales channels (distribution, resellers, retail and corporate/B2B); • Development, communication and implantation of a new brand for the company and its products, by corporate changes; • Development of new sales channels, increasing sales by more than 25%; • Implantation of inbound and outbound marketing actions; • Implementation of sales force; • Development and implementation of relationship marketing and loyalty programs; • Development of product marketing and respective actions, involving competition, product positioning, life cycle, roadmaps, portfolio, etc.; • Development of strategic partnerships; • Coordination of endomarketing actions.

• Large electronics multinational company; • Report to President Americas, VP Brazil and Global Brand Heads of the AOC (China) and Philips (Netherlands) brands, operational and personnel management (15 direct people team in branding, digital mkt and trade-mkt, 170 indirect ones for the distribution and retail); • Responsible for general mkt direction (BI, branding, planning, trade-mkt, product mkt, agencies coordination, budget, partnerships, fairs, events, media, research, communication, PR, etc.) of TPV brands (AOC/PHILIPS) and product BUs (TV/IT – TVs, monitors, tablets, digital signage and All-In-One PCs) , including its sales channels (distribution, resellers, retail and B2B); • Restructuring of mkt dept.; • Development of the new global AOC brand identity renewal process and global communication of new launches; • Coordination of Philips brand repositioning (TVs/monitors); • Significant growth of AOC brand awareness, leading to the vice-leadership of monitors market; • Achievement of market leadership of monitors and monitors for digital signage, including (AOC and Philips); • Third place in national TV ranking, (AOC and Philips); • Introduction of new AOC category product (TV); • Introduction of new AOC product categories, without global correspondents (All-In-One PCs and Tablets); • Attainment of market leadership in All-In-One PCs, branded AOC, without tradition in computer market (success case); • Implementation of ROI in all activities; • Development of award-winning CRM program; • Product mkt, positioning, roadmaps, communication plan, etc.; • Endomarketing; • Partnerships, such as GP Brazil F1, Rede Globo, SPFW, McDonald's, SKY, NET, AmBev, AMD, Microsoft, Audi, Stock Car, Fox/Warner Bros., OSESP, etc.; • Trade-mkt activities, such as point of sales, promotions and incentive campaigns (retail, B2B and distribution), team of promoters/consultants, sell in and sell out actions, coop funds, training, conventions, etc.; • Coordination of the BI.

• Large national company in the segment of motorcycles, bikes, fitness equipment and multi-brands parts; • Report to the President and Partners (Administrative Council), with responsibility for operational and personnel management (team of 12 direct people, distributed in the areas of branding and trade-marketing for retail channel, specialized stores and resellers, and 60 indirect - sales promoters directed to the retail channel and specialized stores); • Responsible for general mkt management (BI, branding, planning, trade-marketing, product mkt, agency coordination, budget, partnerships, fairs and events, media, communication, research, relationships, etc.) of 04 BUs: Motorcycles, Bikes, Fitness Equipment and Multi-brand Parts, including its sales channels (specialized stores, resellers, retailers, dealerships and B2B); • Achievement of second place in motorcycle market, ahead of traditional brands such as Yamaha and Suzuki; • First place in the bikes market, ahead of traditional brands, such as Caloi; • Responsible for the restructuring of the mkt department, transforming it into a marketing services system (intelligence, after-sales, trade-mkt, institutional and planning); • Introduction of new product category: Premium Line bikes, reaching the second market place; • Introduction of new motorcycles categories: Custom Line, Trail, Scooter and Moped; • Updating of the Sundown brand, with respective change of corporate name and company vision, mission and values, including all the standard of new dealers; • Partnerships, such as GP Brazil F1, Rede Globo, SBT, Rede Record, Mitsubishi Motors, Grupo Dória, Stock Car Brasil, Philips do Brasil, Rádio Metropolitana, Grupo Transamérica, etc.; • CRM programs; • Endomarketing actions; • Trade-mkt activities, such as point of sales, promotions and incentive campaigns (retail, resellers, specialized stores and concessionaires), team promoters, sell in and sell out actions, cooperative funds, training, conventions, etc.

• Large electronics multinational company; • Report to the LATAM Director, VP Brazil and Global Marketing Head (Netherlands, Eindhoven), operational and personnel management (team of 3 direct people, distributed in the areas of branding and trade-marketing for the retail and distribution channels); • Responsible for general mkt management (market intelligence, branding, strategic planning, institutional marketing, trade-marketing, product marketing, agency coordination, budget management, partnerships, fairs and events, media, communication, market research, public relations, etc.) and product portfolio (development and launch of new products, brand positioning, life cycles, redefinition of sales and distribution channels) for Lighting Division in Brazil and Latin America; • Considerable growth in the development of new products, reaching an average of 40 annual launches, compared to 7 previous ones; • Creation and coordination of loyalty program and award-winning CRM for product specifiers; • Creation and implementation of annual product launches calendar in the 10 largest capitals; • Attainment of the leadership of the lighting market in Brazil, including lighting products category - Lighting Systems Division; • Introduction of new category of products in Brazil, Architectural Lighting range; • Coordination of the related activities of 09 countries (Mexico, Argentina, Peru, Chile, Central America, Venezuela, Colombia, Ecuador and Brazil); • Coordination of the Product Development, Costs and Purchasing areas, to define commercial and mkt strategies related to the portfolio and products mix and launches; • Development of products mkt and respective actions, involving competition, positioning, life cycle, roadmaps, portfolio, etc.; • Coordination of endomarketing actions; • Development of strategic partnerships; • Responsible for logistics and negotiation of imported products with other company units in Europe, Asia and USA, as well as third party suppliers.

Manager of Procurement, Logistics, Financial and Catering Departments. Intendant officer, formed at São Paulo Officer Students Academy (CPOR/SP).