Eduardo Cortez de Oliveira

Go To Market strategy o Channel / Distribution Objectives o Strategic Pricing o Governance

Electrolux is the leader of domestic appliances in LatAm with ~20% market share. In Brazil the company has 30% market share in major appliances and 8% in small appliances • Rollout of transformation projects outside Brazil: o Strategic pricing in Argentina o Online visibility and conversion in Chile o Organizational structural revision in Andean countries • Represent the commercial area in all forums with the companies´ Board of Directors

• Responsible for the development and execution of the commercial strategy. From 2018 to 2021 the company grew 65% in sales (hard currency), gained 3pp of market share and improved 4pp of Ebit • Comprehensive revision of the go-to-market strategy accomplishing significant channel balance improvement and strong expansion of product mix • Leader of a large team of senior professionals. Strong emphasis developing an open-minded environment with challenging goals and growth opportunities Positive engagement of 84% of the team in 2021 • Responsible for the turnaround of the small appliances division. Change of the leadership team and complete revision of the GTM strategy aligned with the global team accelerating growth and market share gains. In 3 years, total sales tripled, we gained 4pp of market share while maintaining margins above companies’ average • Development Direct to Consumer strategy and execution. Most profitable channel with a Business Unit mindset, reaching 24% of total sales in 2022 • Intense agenda with regional and global product development team, developing / approving business cases to address market needs and reviewing product launch strategies and KPIs • Complete review of pricing strategy and architecture: pricing policies, improvement of trade investment efficiency and governance. Pay for performance implementation • Restructure of the commercial team with a strong diversity agenda, mixing professionals from different industries with strong business acumen and data driven mindset • Construction of a data driven organization using sell-out and GFK data to simulate scenarios and make structured decisions. Developed of weekly sell-out forum to respond quickly to market changes • Accountable for leading market analysis and demand planning for the S&OP cycle. Monthly meeting with the board presenting sales projection for the next 12 months and business impacts

• Complete revision of the commercial processes and GTM strategy to improve profitability while maintaining market share of ~27%. Gain of 2,5pp of Ebit level from 2014 to 2017. • Significant improvement of channel balance and strong portfolio expansion supported by strategic pricing and sell out driven business plans • Start the DTC business unit defining commercial and operational strategy: definition of systems, platforms, logistics, pricing, etc. Design of a GTM strategy to minimize conflict and accelerate growth • Conducted detailed and strategic planning of product launches and commercial initiatives with clear KPIs and objectives. Instill drive and discipline to guarantee perfect execution • Restructure of the sales team bringing professionals with strategic vision and data driven mindset

Mabe was the third player in the Brazilian market with ~15% market share • Definition of commercial strategy to overcome sales, profitability and market share targets • Complete revision of sales policies, channel strategy, variable compensation, trade marketing KPIs • Redirection of the commercial strategy focusing growth on regional retailers and strategic partners reducing dependency on Key Accounts • Responsible for presenting structure market analysis and the sales demand on the S&OP cycle with the Board of Directors

Samsung was the market leader with 30% market share on TV sets Responsible for managing clients in São Paulo State, accounting for 50% of the total sales Develop of joint business plans with strategic clients considering market environment and growth opportunities. Increase 5pp of sales' area participation on total sales Review forecast planning process of the team increasing sales accuracy in 10pp Launch digital cameras with a robust 360o plan reaching the second market position in the first year

Bosch was the fourth player with 12% market share in Major Appliance Brazilian market Responsible for managing Rio de Janeiro and MG States, accounting for 26% of the total sales Develop annual business plans with the main clients with aligned goals and objectives. Increase 2-4pp in participation on most clients Improved sales mix by including thorough price map and sell out productive analysis

Development and execution of the strategic planning for the refrigeration division in Latam. Refrigeration accounted for 45% of companies’ net sales. In 4 years, gain of 3pp in market share and improvement of 6pp in Ebit Elaboration and approval of Business Plans for US$ 40 million in investment on a new product line-up presented to the board of directors both in Brazil and Germany Market Assessment on the main markets in Latam reviewing price positioning and product line up Coordination of diverse market studies and research: consumer usage, purchasing habits, focus groups, quantitative analysis