Danijel Puco

- Distributor in consumables, hardware, consumer electronics -> Management of a team in implementing sales strategies ▪ Prospection for purchasing and selling opportunities in Europe and MEA ▪ Market analysis, negotiations, and initiation of B2B commercial operations ▪ Elaboration and tracking KPIs to evaluate the progress of activities and adjust action plans => SIGNIFICANT ACHIEVEMENTS ▪ Established of a new network of partners ▪ Expanded product offerings in SDA and consumer electronics sectors

- Manufacturer of pharmaceuticals and medical devices, Revenue: €860 million ▪ Leading the launch of the new medical device "Bite Away" in Spain, France, and Belgium ▪ Establishing strategic partnerships with local distributors ▪ Collaboration with internal teams to develop market penetration strategies ▪ Creation of impactful sales pitches and trained 45 sales representatives ▪ Monitor regulatory obligations related to pharmacovigilance => SIGNIFICANT ACHIEVEMENTS ▪ Set up the pharmacy sales network within 6 months ▪ Fully managed marketing campaigns from planning to budget control: €600k

- SDA, Beauty Care, Household Items, Home Deco, Revenue ▪ Prospecting new suppliers & clients, international launch of new products ▪ Advising SMEs on developing effective strategies for market penetration ▪ Establishing a partnership network with local sales agents ▪ Managing the sales process: pricing, contracts, logistics, certifications, etc. => SIGNIFICANT ACHIEVEMENTS ▪ Launched a new SDA & Beauty Care brand in Russia ▪ Negotiated and launched of 10 product brands at GMS in Spain, Russia, and Croatia

- Market leader in the Russian IT sector: printing hardware, computer accessories. Rev: $1 bio -> Management of a team of 9 individuals: Finance, Accounting, Procurement, and Sales peoples ▪ Expert in optimizing financial results and securing international funding ▪ Managing economic crisis situations (2008), renegotiating supplier financing ▪ Board member, participating in operational decision-making for strategic sales programs "Blue Ocean," aimed at creating new markets and growth opportunities ▪ Identifying new products aligned with the strategy and developed partnerships => SIGNIFICANT ACHIEVEMENTS ▪ Saved $1.5 million annually in financing costs ▪ Exclusive marketing programs resulting in a net profit of $10 million ▪ Implemented "blue ocean" strategies leading to 30% growth over 3 years ▪ Established new divisions: Hardware $60 million, Data media $54 million, Gaming $30 million ▪ Developed product roadmaps to meet B2C customer demand ▪ Increased credit lines by 40% and integrated factoring programs

EMEA scope | $6B revenue | $800M receivables | 160 distributors Strategically aligned financial risk management with commercial objectives, enabling sustained revenue growth across EMEA while safeguarding up to $800M in distributor exposure. Led and developed a multicultural team of 17 credit analysts into commercially oriented business partners. Key Contributions • Strategic Growth Partner Acted as a strategic partner to Sales leadership, structuring distributor financial capacity to support market expansion and new partner onboarding. • CFO-Level Advisor: Advised distributor CEOs and CFOs on financial health, cash-flow optimization, and margin improvement, reinforcing HP’s role as strategic vendor. • Risk-Reward Balancer Dynamically adjusted exposure to maximize distributor purchasing, applying a disciplined risk approach to support growth • Team Leader Transformed the credit organization into a proactive, business-driven function supporting sales execution and strategic deal approval. Selected Achievements • Enabled 12% annual sales growth by removing financial bottlenecks through tailored exposure and financing solutions. • Onboarded 30 new distributors across EMEA by designing risk-adjusted financial frameworks • Maintained zero payment defaults while supporting higher-volume and higher-velocity trade.

Master theses: How to measure the efficiency in your two-tiered marketing channel. Study case: Hewlett-Packard EMEA Supplies Business.

Blue Ocean Strategy : creating uncontested market space INSEAD Blue Ocean Strategy enables to discover such strategic moves – termed “value innovation” – which can create powerful leaps in value for both the firm and its buyer, rendering rivals obsolete and unleashing new demand.