Mariana Mayer Guedes

- Responsible for Latam Growth Strategy (development and execution with affiliates) with a 7P strategy including the launch of the brand in new channels such as pharmacy and last miles as Amazon, - Owner of Brand repositioning though the Derma Pivot plan with delivered growth in awareness (brand pyramid) and the growth of important brand attributes such as "derm recommended brand", safe for sensitive skin, among others. - Leader of the annual marketing calendar developing 360o Strategies (paid campaigns, earned and owned strategy, retail activation, etc) for the big bets of each year with double digit growth in retail sales for each project executed; - Responsible for innovation calendar managing more than 20 new projects per year; - Owner of EMV/Always On Strategy with trends to action project in Tiktok and Meta generating a recruitment engine of new consumers and impacting positively in branding KPIs; - Responsible for the biggest PR events of the year that gather all the Latam region in a 360o PR strategy delivering our EMV high peaks for the year and incremental sales; - Leader of relationship with brand global team (product, consumer engagement, finance and pr) representing the Latam region; - Participant of IBP and S&OP process with the affiliates and official reporting to global, - Report to Category VP based in US; - Management of a direct team based in Mexico and leader of cross functional areas over Americas.

- Responsable for marketing, trade marketing, digital and e-comm for all foods categories in Chile; - Accountable for IBP (Integrated Business Plan) planning and approval with global board. Owner of execution plan and reach the targets for the year; - Grouper: leader of Hellmann’s, Knorr, JB, CarteD’or, Malloa brands in charge of integrated communication calendar (digital campaign, CRM, activation, promotions, loyalt program), portfolio management, price strategy and pos execution & strategy; - Owner of Perfect Experience Plan for Hellmann’s (Front Of House Materials and Activations, Delivery/Last Miles Projects, Marketing Partnerships with big restaurant chains and customized dressings platform for Co-Brandings); - Innovation roadmap; - Country P&L and S&OP owner; - DTC ecomm pilot project development; - 8 people management

-Lead of 2 areas: Portfolio Innovation & Digital Transformation - Digitalization strategy focusing in E2E omnichannel approach (marketing, trade marketing & sales) with development of new Omni Consumer Journey(s) from acquisition to loyalty. -Automation of processes and journeys implementing Datalake, CRM and marketing cloud integrated with e-comm to accelerate conversions; - Development of digital services and channels (WhatsApp App Bot, Digital Demos) - In change of “portfolio of the future project” which delivered a Product Innovation roadmap for the next 5 years for 4 categories in B2B foods market (dressings, savoury, plant based protein and organic foods) that aims to renovate full portfolio to the new food market scenarium (more healthy, more sustainable and digitized). - Leadership: 5 direct resources Brazil and Argentina, 8 flex resources and coordination of digitalization model with all areas of the company: trade marketing, sales, BI, IT, E-comm, Loyalty Platforms, Finance, Global and product development; - Reports: Latam Marketing Director based in Brazil and Global Transformation Director in US;

- Leadership of new communication strategy for Brazil, Chile and Argentina Foods Solutions brands (Hellmann´s, Knorr, UFS Masterbrand) focused in content and data driven campaigns using multiple online channels integrated in a Consumer Jorney; - Inbound campaigns to generate/enrich database; - Digital services development (WhatsApp Bot), EAD Training Platform (UFS Academy Argentina), Digital Chat at webpage; - SEO strategy (growing 100% organic in less than 1 year) and SEARCH strategy development: - Full funnel campaigns for Ecommerce growth: +30% of growth in the first 3months; - Dashboards with real time campaign results and social listening implemented; - Leadership of 3 Digital Marketing Coordinators (Brazil and Argentina) and a BI analyst; - Community Management;

Responsibility: Latam hot teas expansion strategy and execution, launching hot teas category in new countries and also leading brand renovation in current countries with Portfólio/Innovation Management and Communication Development. - Leadership of new platforms plan: products for gifting and seasons, trendy flavours, capsules and functional range; - Owner of premiunization strategy: launching a new brand (Tazo) and developing portfolio for Lipton trade-up; Activities: - Hot tea's Latam growth plan development: identifying main opportunities and white spaces to expansion in the region using Euromonitor, Kantar, Nielsen, Mintel, internal data and Trend Searches transforming data into into action plan; - Deep consumer knowledge to develop roadmap (innovation and communication) for different Latam countries using regional synergy; - Product Innovation leadership - management and Interaction with multi-functional teams from ideas process, BC & gate approval, consumer & industrial trial, pack development to perfect launch plan; - Campaign management with agencies, since brief to media strategy approval (regional and local campaigns) for Chile, Argentina, Uruguay and Brazil; - Digital activities: Implementation of Perfect Store Online into innovation process for Unilever Brazil, besides Lipton Latam Strategic Plan: Consumer Journey Definition and new site development; - Jr Coordinator and Intern leadership;

Responsability: Innovation Roadmap development and project management , portfolio strategy, regional P&L Ownership and Communication Development for ice cream Local Brands in Brazil, Mexico and Ecuador; Activities: - analyse the market and consumer behaviour to develop an Innovation roadmap for the next 3 years for the local brands in Brazil, Mexico, Ecuador - Development of brand repositioning campaign + campaigns for the innovations to be launched; - Innovation projects leadership - management and Interaction with multi-functional teams from ideas to perfect launch process; - Regional Brand experience toolkit development for innovations with the full GTM strategy to launch;

- Development and implementation visibility and activation plan for Brazil Darwin project (visibility and VM material in store, extra shelf, displays, kiosks and leadership of biggest Kibon’s national sampling: 1mi samples); - New business model development: seasonal POP UP stores; - Elaboration of tactical actions to drive fast sales/recover plan in critical channels or areas (promotions, gwps, pwps, gifting, price decrease); - Perfect Store KPIs monitoring and sharing with sales team to build action plans to grow/recover results to meet targets; - Nielsen dashboards and analyses

- Responsible for Project management of 360o communications campaigns (including ATL, BTL, digital, events, activations, consumer experience) since briefing meeting until creative concept creation, client approval, production, media placement or/and deployment; - Special Stores Project development using new technologies to create user experience (as augmented reality, flight simulator, holography, digital/interactive experiences in general); - Ownership of “Concept and Strategy” for campaigns with the responsibility of alignment/management of (around) 8 partners per project (media channels, tech companies, digital agencies, BTL agency, suppliers and others) to develop, produce and deliver full plan with integrated projects from all partners; - Team leadership (5 people).