Mauricio Sanchez Pompa

Led strategic process to set up Liverpool’s new positioning territory and brand purpose, preparing Liverpool brand to digital era while delivering brand guidelines including tone and manners and digital brand center. • Develop sustainability, social inclusion and social responsibility strategy as well as concept “Queremos que la vida siga siendo rosa” to organize all initiatives. • Led the change moving organization from usage of plastic bags to recycled and recyclable bags as well improving Liverpool’s packaging system. • Set up and led Liverpool’s exclusive brands architecture, brand development process, growth strategy and management. • Set up and develop a marketing content strategy connecting the platform with web site, CRM and personalization projects. • Lead an organizational transformation through insights team influencing all decision-making process from business centric to consumer understanding and data centric.

Commercial, marketing and innovation director leading sales above 1.5 billion USD. In charge of supplier’s relationship, new categories development, No farma, baby, hygiene & beauty, derma and make up as well as wellness. Reporting to COO leading a team of 45 employees. • Delivered sales +10.5% and EBITDA +54% growth reaching record high sales in 2017 while sustaining that pace on 1Q’18. • Led and set up the new business, promotional and innovation strategy by category improving volume+4.6pp, sales +7.5pp and gross margin +2pp while gaining market share in 83% of categories. • Derma corner and make up category launch increasing +7.5pp average category weight. • No farma new strategy set up recovering baby and hygiene volume +5.7pp while market share (+1.1pp. and +6.2pp).

Regional position with sales above 520 million USD. Leading marketing, digital and menu strategy, franchisee management and P&L accountability. Reporting to north LATAM President and LATAM marketing VP, leading a team of 18 employees. • Leading marketing, digital and menu strategy. • Set up a new business strategy launching value and premium platform as main growth drivers delivering +37% and +36% while helping to grow total sales business +5.7 and +9.8% volume growth after 3 continuous years of loss, +2.3pp penetration recovery while +0.5pp share of market. • Set up and launch digital strategy, “Martes de McDonalds” campaign, current APP development and digital couponing strategy reducing negative social listening 28pp, winning an Effie silver award / Facebook business case. • Lead and support “Fundación infantil Ronald McDonald” through brand activities and promotions as well as active participation on “empleo joven” program design.

Head of extruded (Cheetos), mixes (Paketaxo), pellet (Sabritones, Chicharron de Cerdo, Poffets, Churrumais) and multipack business as well as wholesale and on-premise channel development leading sales above 900 million USD accounting for 39% of Sabritas revenue; Sabritas is category leader 74% market share. P&L category and channel development accountability. Reporting to Paula Santilli, Sabritas general manager. • Accelerated Cheetos business after tax reform recovering 6 million units/week, +0.7pp market share. • Led Paketaxo brand turn around, delivering in 18 months historic financial +8pp margin contribution, sales +40million USD vs 2013 and +60million USD vs 2012 and all positive consumer indicators. Innovation award (Best innovation across Pepsico). Paquetaxo Quexo, Flaming Hot and Bowl. • Developed salty snacks category at wholesales channel for Sabritas gaining +13.2pp share in 12 months. • Led the internal enfant obesity agenda though saturated fats, sodium reduction on Cheetos base formula.

Head of Tissue Business Unit reporting to President of SCA Mexico; in charge of BU strategy, brands as well as Private labels strategy. Responsible for financial results and operational projects that drive efficiencies and add profitability to the Business Unit. Tissue Category is the main business within SCA Mexico and Central America with sales above 280 million USD and accounting for more than 70% of total company revenue. SCA is the 2nd largest Tissue competitor within the region. • Led a total restructure of the Business Unit reducing 40% of brands/sub brands while delivering sales +11% growth and financial turnaround +7pp EBITDA and market share +3pp. Global Brand Development Manager –Tissue Category (Munich) Sep’09 - Jan’11 Responsible to develop global brand strategies while provide a framework for product development and brand positioning for LATAM and European brands. Responsible for lead and support innovation projects for facial and toilet paper categories, developing concepts and strategies by integrating global innovation into local brand’s strategy. • Create a Hygiene communication platform that became a development platform for Global Tissue Category (Asia & Europe) Regio & Scottis Group Manager –Tissue Category Aug’07 - Sept’09 Responsible of toilet paper, napkins, facial and household towels overall Regio and Scottis brands. In charge of the P&L results, developing brand vision, brand strategies for short & long term as well as hygiene positioning, communication campaign and media planning, delivering sales growth +22%, Price Mix +12%, Mkt Share from 8pp. to 11.1pp. Effie Gold Award: “Mucha Pelusa y Poca Higiene” 2008 - 2009 Regio communication campaign. TENA Sr. Brand Manager – Incontinence Category Nov’05 - Jul’07 Responsible for managing Incontinence overall business, leading category penetration while growing share of market from 28pp. to 33.1pp. driven by first brand communicating bladder weakness in Mexico while connecting with grey market.

International Marketing Manager (Herdez, Doña María, Búfalo, Carlota, McCormick) Feb’03 - Oct’05 Responsible for managing Mexican Food categories overall business abroad (North America, European and Central America Markets). In charge of defining category vision, set up objectives and strategies for the short and long term at each market and distributors. Responsible for manage and develop new distributors or business models. Sr. Brand Manager Doña María Jan’02 - Feb’03 Trade Marketing Manager Apr’02 - Dec’02