Farel Becker, MBA

As a Global Account Director my colleagues and I, are responsible for key customers to drive strategic growth and foster robust, long-term relationships with global clients. This includes: Strategic Account Leadership: • Leading global account teams and act as an executive sponsors • Conduct annual account planning workshops and periodic reviews with hyperscale data center customers. • Develop and implement comprehensive account plans aligned with customer goals, covering CAPEX/OPEX, innovation, sustainability, and strategic solutions. Growth & Performance: • Achieve budget-oriented KPIs and drive growth through strategic wins. • Implement digital and service strategies to enhance performance and value delivery. Customer Relationship Management: • Build and manage relationships at all levels within both Hitachi Energy and customer organizations. • Serve as the primary point of contact for issue resolution, ensuring a consistent and exceptional customer experience. • Act as a strategic partner to senior executives, understanding their unique needs and business objectives. Team Leadership: • Form and lead high-performing global account teams, fostering continuous learning and adaptation. • Guide Capture Teams to secure significant opportunities. Communication & Negotiation: • Communicate complex topics effectively and develop creative sales strategies. • Navigate negotiations for win-win outcomes using solution and consultative selling techniques. Operational Excellence: • Utilize CRM systems for account administration and opportunity management. • Monitor competitor activity and develop effective response strategies. • Actively participate in the Account Management community to share best practices and expertise. My mission is to establish Hitachi Energy as a trusted performance partner, consistently exceeding expectations and driving mutual success through innovation and continuous improvement.

I led transformative efforts in the Data Center market segment at Hitachi Energy, emphasizing customer support during the AI super-cycle. • Developed a high-performing team of Account Directors and Managers for major hyperscale clients, including Meta, Google, Apple Microsoft and Oracle. • Launched the colocation data center team to enhance service delivery for key industry players like Vantage, NTT, Equinix, Stack Infrastructure and QTS. • Executed sales initiatives that strengthened strategic partnerships, ensuring clients met their infrastructure growth goals.

As the Sales Manager for Hitachi Energy responsible for the data center and semiconductor industry market segment, I have the privilege to lead a team of Strategic Account Managers focused on solving our clients unique power infrastructure needs. During my career, I have worked with numerous Fortune 500 companies to specify, design and build secure and sustainable power system. More recently my personal focus has been to provide the products, systems and services for various segments of the tech industry. Traditional power equipment such as power transformers and high voltage switchgear must be digitized by applying sensor technologies and predictive analytics software to guarantee reliability. These types of equipment and systems are then made interoperable with the latest industrial communications networks such as the IEC 61850 standard. I received my undergraduate degree at Kings college and obtained an MBA at Rochester Institute of Technology as a foundation for gaining years of industry experience and personal career satisfaction. During my 30+ year career, I have had a wide range of roles and responsibilities as sales and product management professional focused on solving customers problems with the cutting-edge technologies available from my companies. I have strived to be a trusted advisor to my industry colleagues by offering the solution with the best total cost of ownership (TCO). My personal view is embracing the AI revolution that is taking place today by enabling our clients in the middle of the great "Energy Transition". Unique High and Medium Voltage power systems will be required to meet their need for greater amounts of electric power. My personal goal is to help guide my team to educate and supply the technologies to our customers for the delivery of the power required for their power infrastructure in the most efficient and sustainable manner possible.

In this role, I was responsible for building an account team and was pivotal in fostering a strategic partnership with Meta Platforms. We focused on account management, ensuring seamless communication, operation excellence and collaboration while driving growth initiatives. My responsibilities included negotiating agreements, closing large projects and conducting quarterly business reviews, all aimed at establishing Meta as a key account.

In this role I had the privilege of being selected by ABB Enterprise Software as one of the initial account team members responsible for the emerging data center market segment as a result of the separation/spinoff of the ABB Power Grids Business Units - to be acquired by Hitachi group. My responsibilities included: -- Establishing business relationships with various hyperscale and colocation data center customers -- Accessing the market potential for further expansion into the data center market segment -- Gaining approvals for and helping data center customers establish baseline standard designs -- Negotiate terms for orders -- Manage channel partners responsible for servicing data center customers My main focus and objective was to analyze, identify and establish a strategic plan for expansion into the data center market segment Hitachi (later Hitachi Energy)

Responsible for the Product Marketing of the Siemens Digital Grid organization including grid software solutions, substation/distribution automation &protection and grid planning software and services. • Supervised the “go-to-market” strategy by aligning with global marketing programs and supporting the requirements of the regional sales teams. • Created a digital marketing product launch process for a series of new cloud for IoT connectivity. • Transitioned the organization from traditional marketing programs to fully digital marketing program resulting in a 46% increase in demand generation the first year.

Responsible for the Product Marketing of the Siemens SIPRORTEC (MV protective relays) SICAM (power meters& RTUs) Substation and Distribution Automation technologies for the Utility, Industrial, Microgrid and Commercial market Segments in the USA. • Successful launched the SIPROTEC Dashboard IoT app for cloud base monitoring of medium voltage relays, power meters and RTUs • Analyzed and developed requirements documents for the cyber security requirements for the Siemens substation automatiion software platforms NERC CIP and IEEE Standards. • Successfully established product marketing processes for the following: market segment research, competitive benchmarking, channel evaluation, pricing strategies, value proposition creation, demand generation, lead qualification and opportunity tracking. • Greater than 50% increase in measured lead generation resulting from email nurturing campaigns using Eloqua.

Responsible for the Operations, Business Development and Marketing of the Substation Automation Software Products • Formed a new highly motivated business development team, focused on the utility substation automation and industrial power management market to create customer awareness and demand generation. • Achieved a 26% increase in order intake via a highly focus target account program

Industrial Channel Sales Manager for the Siemens Power Systems Sales organizaiton to gain mindshare of the Siemens Automation and Commercial Sales team and Channel Partners • Increased order intake with an average annual growth rate of 15+ percent • Set up and drove business unit marketing programs into 18 new channel parthers resulting in $11M in new orders over three years.