Ekin Alayat Sarfati

• Manages local portfolio of BSH Turkey in order to build and maintain a consistent and strong achievable range of portfolio through online and offline marketing channels • Develops an integrated marketing strategy with “Act global, Think local” motto to maximize brand performances • Defines and implements “Consumer Experience Journey” path for both brands to create the need for consumers or to be ready when the need is there • Building strategic relationships and partners with key industry players to exploit the potential of the brand while creating the brands’ own eco system Profilo & Finish and Profilo & Alo partnerships • Creating and deploying successful marketing campaigns to differentiate the brand, as well as to create awareness and induce trial • Define, implement and control marketing budget of € 6 million

• Manages premium portfolio of BSH Turkey in order to build and maintain a consistent and strong brand portfolio through a wide range of online and offline marketing channels • Develops an integrated marketing strategy with the “new normal” to maximize brand performances Siemens: First Choice brand attribute more than tripled, from 4 to 14, from 2019 to 2013. SOM increased by %15, after a long sustainable communication with “visionary achiever” positioning and “launch and leverage” channel strategy in all touch points. Gaggenau: created new area of working to meet with the “above-premium” consumers, where for the first time offline and online channels are integrated • Defines and implements “Consumer Experience Journey” path for both brands to create the need for consumers or to be ready when the need is there • Building strategic relationships and partners with key industry players to exploit the potential of the brand while creating the brands’ own eco system Siemens & Finish and Siemens & Ariel partnerships • Creating and deploying successful marketing campaigns to differentiate the brand, as well as to create awareness for the world challenges Siemens “Progress through Curiosity: “Geleceği Merak Edenlere” 360 campaign has been created for the “new” sustainable brand communication route Siemens “Everything is under your control” TV campaign has been awarded as the most creative effective brand in top 20 globally Siemens “Home Connect” Coffee TV Campaign has been selected as Turkey winner, and awarded globally as the top EU “best examples”, where woman and man roles are defined equally as a role model for the world • Define, implement and control marketing budget of € 6 million

Responsible for Turkey, Egypt, Israel, Palestine and Northern Cyprus brand portfolio management and marketing strategies creation to ensure sustainable yet profitable growth • Manages and coordinates all countries marketing activities in terms of pricing, positioning, initiation of promotions, consumer activations and future development of value proposition • Developing the annual business plans for each local market to achieve the organizational goals - Global strategies accompanied with local needs - Target setting in correlation with other departments - An ongoing program of brand development: consumer acceptance/ SKU rationalization / demand shifts - Developing creative consumer and retailer activations in line with local legal requirements • Define, implement and control Cluster marketing budget of £ 3 million • Monitoring the implementation of marketing strategies in each market and create “best practices” to be applicable for every market

Member of Imperial Tobacco Turkey (IT) Management Committee: o Create and run a sustainable, self-funded and steadily growing business o Being the member of “organizational change” leading team to restructure IT Turkey organization o Shift in strategy: Less is more - Focus on growing & profitable brands/ RTM restructuring and focus / More agile and driving organization with increased engagement • Designed annual marketing plans to achieve the organizational goals and monitored the implementation of marketing strategies • Define, implement and control IT Turkey marketing budget of £ 2 million • Leading portfolio optimization project of IT Turkey “Simplicity is the ultimate sophistication” - Dramatic cut from 32 to 16 SKUs only with 4% volume and 2 % profit loss • Acting as “Cora Director”, in addition to Head of Marketing – Sept- Dec 15 - Managing Cora activities of IT Turkey - Coordinating the link between TAPDK, legal entities, and global IT team • Creation of Imperial Tobacco new field logo and entity with communication plan deployment • First Initiator: Launching cigar category to Turkish Tobacco market o Selecting the right portfolio for Turkish consumers o Developing the products from scratch in line with Turkish regulations, TAPDK o Designing the enter strategy (Brand, Route to Market, Trade) • Management of Imperial Tobacco Turkey Conjoint (Pricing) Study • Management of new five segment entrance in line with demand shifts - Preparation of business cases for Turkey (including factory production management) • Creating new ways of working in dark market environment - Consumer activations / Use of social media • Management of IT Turkey design, activation and research agencies • Being a team with local and global manufacturing divisions to ensure product quality, supply and innovative product solutions are available • Being a member Sales and Operations Planning team to ensure the forecast plan, production and coordination with the factory

Responsible from International Strategic Brands of Imperial Tobacco Turkey – Davidoff & West • Entering to a new product category with Turkey specific portfolio range o Being the leader of the global project team o Designing the pack design o Developing the product o Conducting the first pricing study for this specific project o Designing the launch program • Project Management role in Marketing Department: o Managing the launch projects o Creating the product with global product team o Managing market research with consumer insights manager o Designing launch activities and events • Managing projects regarding regulatory changes: - Increased pictorial health warning regulatory • Brand Activation Management (including events) on the field: o First Brand Ambassador Project o Dark market consumer activation programs on the field • Management of brand activation supervisors on the field and brand executives in the office raining of Turkey field team on new brand launches and activation projects • Management of Consumer Needs Research for IT Turkey portfolio with Consumer Insights Manager • Decision in the design development of the Trade Marketing Materials • Budget control of all IT brand activation(£ 1,5 million)

Responsible from Value for Money Brands of Imperial Tobacco Turkey – (80% of IT portfolio) • Innovation project: Being the first mover in the market with a special filter category - being the leader of the global project team o Launch of West Blue with stream- tec filter (first in the market) o Reached 500 mio. sticks in one year by increasing West SOM 30 % • IT turkey regulatory changes project: the leader of the project team o Pack change from text health warning to pictorial o Developing all IT portfolio pack designs from the scratch in line with regulations o Working with Turkish tobacco Board face to face o Planning and implementing the transition period on the field one mo • Ad-Hoc project: Entering into a new sub-segment in “premium” o Launching Davidoff One into Turkish market with “the real one” concept o Increased Davidoff SOM by 10% • Designing first dark market activation project with premium group brand manager Decision in the design development of the Trade Marketing Materials • Budget control of VFM segment in IT Turkey (£ 1 million)

• Responsible from West, Classic and Travel Retail (%70 of the portfolio) • Biggest project: Launch of West Silver, as the first metallic pack of VFM segment which doubled West SOM (%) in one year • Management of first local brand of IT Turkey: Imperial Classic ==> with the right positioning achieved 1 % SOM in 9 months period • Management of regulatory projects: health warning statements • Training of Turkey field team on new brand launches and activation projects • Member of regular Sales Operations Planning team for the project and factory management regarding forecast planning • Decision in the design development of the Trade Marketing Materials • Budget management (£ 0,5 million)

Execution of activity plan driven by Cycle Plan Team and communicate the plan to the field • Follow up and coordinate field execution of Cycle Plan Activities, and ensure that the plan is executed in line with company objectives o First VFM Slims launch in Turkey: Polo and Bianca brands o Davidoff Blue Slims Launch • Work closely with Merchandising Executive to prepare sales training and selling aids, literature, brochures and catalogue displays along with advertising or similar materials • Follow up and coordinate all TM Budget, and report to Sales and Trade Marketing Director o Propose to and coordinate with IS department the development of all Cycle Plan related reports and required software solutions

Being a team member of IT Turkey start up team: • Develop IT Trade Marketing structure in terms of POP Management, Retailer Loyalty Program, Reporting Procedures, and Trade Marketing Team Ways of Working • Develop and procure Corporate Branding Materials-car branding, uniforms, and other accessories • Design POP materials for all channels o Innovative project: West Ice project  First cigarette launch with coolers o Different from the crowd: Travel retail brands launch in summer regions • Sourcing suppliers, develop working relationships with external supply agencies, conducts negotiations of trade terms and monitors the quality of POS materials • Coordination of production and distribution of promotional material • Managing sales promotion projects such as customer/distributor/trade campaigns

Responsible from conducting BAT Turkey merchandising and marketing supplementary activities • Negotiating with third party suppliers about the new merchandising materials and their maintenance • Monitoring warehouse and stock management • In charge of organization of 75 merchandisers in Turkey • Preparing daily reports about sales and merchandising status directly reporting to Trade Marketing Director • Constantly evaluate all data available, competitive activity and carry out field visits to analyze and report TM and business performance

Responsible from assigned territory volume and distribution objectives of the company brands • Achieve trade coverage, visit frequency and outlet visit plan in order to maximize route effectiveness and efficiency within a territory • Ensure optimal stock levels, product quality through stock management, and reporting on supply chain and product issues • Manage financial accounts and assets for the territory to ensure that trade marketing resources are secure and used in the most efficient and effective manner possible • Lead various projects within the group such as morning sessions, retailer loyalty program, wholesaler classification database • Conveying consumer feedback about BAT products and competitor retaliation directly to the headquarters