Hugo Lehmann

* Heineken Brazil is the largest operation of Heineken globally in volume * Responsible for circa 4000 M USD of revenue and more than 40 M HL of beer and soft drinks * Achieved historic record of Mkt share for both Heineken and Amstel brands as well as for the company * EBIT target hit every year at max * Direct team of circa 10.000 people * Tier top 70 of most Sr executives in Heineken globally

* Regional responsibility for Sales in the Americas region – 11.000 M EUR of sales * Reporting to Regional President & Executive Committee member * Grew Revenue +15.2%, Volume +3.7% Operating profit +1.8% * Leading route to consumer projects including digital transformation journey (B2B, B2C, B2B2C and E-retail). Reached 2,3 Billion EUR of sales in B2B in 2 years * Leading globally the Women in sales project. Attract, retain and develop female talent (Diversity). Managed to increase by 15% female representation in sales. The HEINEKEN Company has been selected by the World Economic Forum as Diversity, Equity and Inclusion (DEI) Lighthouse for the Women in Sales initiative * Focus markets USA, Mexico, Brazil, Canada, Panama, Ecuador, Peru, Haiti, Argentina, Chile, Bahamas, Jamaica, St Lucia and Suriname

* Global responsibility for Sales in the Water Division – 4500 M EUR of sales and 12.500 FTE * Gained +1.5% of profitable market share * Developed & implemented a new global sales strategy with standardized execution KPIs across the globe * Set up a new structure and winning sales team * Built sales capabilities in execution, route to market, E-business, category vision and revenue management training 90% of the sales leaders * Developed and promoted talent across the globe based on a sales competencies assessment process * Covid 19 crisis management(investments re prioritized, team reorganization, RTM and business plans adjustment) * Embedded Danone’s global sustainability agenda in joint business plans with key accounts * Focus markets EU, UK, Turkey, China, Indonesia, USA, Mexico, Brazil, Argentina and Uruguay

* Led a team of 4350 FTE, responsible for 2500 Million EUR of turnover, 29 Million HL of beer, soft drinks, mineral water and energy drinks for the On & Traditional Trade channels and exports market * Developed and implemented Trade Marketing Strategy with a budget of +100 Million EUR * Managed 900,000 points of sale with both a direct (own sales force) and indirect (170 distributors) route to market * Grew volume 11% while market declined 3%, doubling EBIT margin and increasing market share by 6% * Grew +25% volume on the Exports market and increased net profit by 50% * Member of the core commercial team which worked on Brazil Kirin´s take over project, creating a 3.800 Million EUR operation and the largest volume wise for Heineken in the world

* Leading a team of 80 FTE, responsible for 370 Million EUR of turnover, 5 Million HL of beer and for increasing profitable market share in the On & Traditional Trade channels *Created and implemented Trade Marketing Strategy with a budget of +20 Million EUR * Managed and developed organized Key Accounts “On trade” (Pizza Hut, Habibs, Tam Airlines, Madero, Rock in Rio, etc) and C-Stores (AM PM, Shell, BR Mania) with a growth of +19% vs. market decline of 9% * Managed 5.000 Draught beer customers with a growth of +5% while market declined 9% * Built and implemented channel plans using brand plans as input * Working in partnership with Coca-Cola Company as route to market. Execution of the 4Ps at more than 250,000 points of sale * Achieved an 85% of positive response on team´s climate survey vs. an average of 71% in the company

* Managed KAs, Cash & Carries and regional customers (Carrefour, Cencosud and Zaffari among others) * Grew sales by +30% while market increased by +10% and reduced stock outs by 10% * Negotiated a new global contract for Carrefour including 2 new counterparts to improve execution in store * Supervised and coached regional teams and merchandisers in stores * Implemented Fast Start project reporting to the management team. Project consisted in securing that sales (budget, BTL investments), supply chain (production capacity and logistics) would have everything in place to sell and deliver 10% of extra volume in Q1

* International project manager leading On & Off Trade strategic programs globally * Focused mainly on Channel strategy, Route to market, Wholesaler management and Trade Marketing * Worked extensively in some of Heineken’s TOP operational companies (Spain, UK, Brazil and Netherlands) deploying 6 strategic projects impacting by 1% to 2% the company’s bottom line * Trained more than 100 FTE to implement and follow up deployed programs * Reported on projects to local management team, regional and HQ office

* Supervised a Sales District, leading a team of 40 people * Accountable for overall Trade Marketing strategy, development and implementation * Controlled a budget of 10 M EUR increasing ROI by 10% * Member of the Commercial Management team * Launched the Draught Master innovative technology for beer (no use of CO2) as global pilot country working cross functionally with supply chain, marketing and sales * Achieved an 87% of positive response on team´s climate survey vs. an average of 69% in the company

* Drove the implementation and follow up of Carlsberg's Commercial Excellence Programme (best sharing practices) in countries such as France, Sweden, Lithuania, Portugal, and Ukraine * Projects had an impact of 3% to 4% of local operation´s EBIT * Led multicultural and cross functional teams of up to 15 FTE * Projects involved, customer segmentation and acquisition, sales force optimisation, brand and product mix optimisation, promotion effectiveness, trade spend and pricing policy optimization, contract and KA management and overall business planning

* First successful Latin American applicant appointed within Carlsberg UK. Joined the trainee program * Opened and developed more than 30 new key accounts increasing sales by 19% * Supervised POS material execution and promotions implementation. Offered loans and collaborated with suppliers such as Coca-Cola, Britvic, Diageo or Bacardi

* Operated in the management consulting area for multinational clients such as Finning, Techint and Caterpillar (USA). Developed of hypothesis to be studied. Data retrieval, verification and processing. Interviews with client staff. Process review and redesign. Tasks definition and supervision of staff