Ruben Carrillo

Strategic Business Plans and Sales Partnership and Cross Branding Go to Market Development Tailor made Marketing Operations, Compliance and Sourcing P&L Management

www.yeyian.mx Gaming Hardware and Accessories. Responsible for the go to market strategy in Tier 1, Tier 2 - e-commerce, Retailers. Nationwide. Channel Marketing and Esports Strategy. Digital campaigns within, influencers and content creators in social media platforms: IG, TikTok, Facebook. PC gaming, Monitors gaming, PC components, chairs and furniture for gaming set up, accessories for gamers and streamers.

www.qian.mx. Hardware, POS solutions B2B and projects within Wholesalers PCH, CT, Ingram, Exel, Resellers Top accounts and specialists and end users (enterprise and government) nationwide. Smart Home, POS (Point of Sale assortment), CCTV, PC, MiniPC, Monitors and Interactive displays

https://us.targus.com/ https://www.hypershop.com/ https://mx.targus.com/ Headquarters: Anaheim, California. Reporting to Latam Director •Responsible for the definition and execution of a 180° turn around Business Plan, (+4 categories & +200 Sku) accordingly to Regional and Global guidelines. •Development of Mexico Strategy among main Channel Distributors: Tier 1 (CT, Ingram,PCH, Exel, Intcomex, DaisyTek Group, tasmicro, Viastara,)Tier 2 -Resellers AAA, Retailers (Best Buy, Amazon, Costco, Walmart, Sanborns, MacStore, Liverpool, Office Depot, Coppel, Elektra, Lumen, etc) Global B2B & Corporate(Health, Finance, Consulting Companies). Brand Partnerships within: Apple, Lenovo, Dell, HP, Samsung, & OEM Business Development, Promotional Channel. •Country P&L Management. •Retail Expansion & B2B Development (private and government projects). •Digital & E-commerce strategy, Etailers, Market Place. •D2C-Mexico e-commerce platform launched in November 2020 https://mx.targus.com/ •Leading 2 Managers (Retail & B2B-Corporate). •Sales, Marketing & Operations Management. •Sales Force

Juegos de Video Latinoamérica - JVLAT Exclusive Distributor for Nintendo, Roku, PowerA, Sphero, others. Reporting to Business Unit Director & VP Marketing in Panama. • Head of Sales for Mexico, all JVLAT Brands. • Leading 13 team members; 1 Sales Manager & 1 Sr. KAM by Channel, 6 KAMs, 5 Sales Assistant. • Sales & Gross Margin goals by Brand & Category. • Channel Strategy. E-commerce & Brick and Mortar. • Promotional Budget responsibility. • Forecast Planning for the Country. • Customer engagement accordingly brand strategy. • P&L Analysis. • PDCA • Country S&OP Management. • Refurbished product development. • POS expansion. • Pipeline for gaming launches. (NSwitch games) • People development. • Cross functional Team Leadership.

• Responsible for the launch, marketing strategy, sales development and the expansion of Roku and Sphero in all Latin America region. • P&L Management: Gross Sales Value, Net Profit, pricing strategy & Promotional / Marketing Budget. • Leading people in each branch office: Mexico, Panama HQ, Central America, Colombia, Peru Chi,Arg & Cluster • Main competitors around Latam: Chromecast, Apple TV, Amazon Fire, Xiaomi & Android streaming players. • Main Retailers: Radio Shack, Best Buy, Liverpool, Falabella, Paris, PCFactory, Garbarino, Compumundo, Fravega, Panafoto, Cencosud, Alkosto, Panamericana, Attenza, Walmart, Office Depot, Coolbox, Wong, Price Smart, Ripley, others. (Omnichannel). • 360 Marketing campaigns: Digital, POS and ATL executions. MEXICO Relaunch - October 2018 • Refurbished product strategy for Tier 2,3 & informal markets in all Latam Countries. • Cobranding and partnerships with OTT partners ( Netflix ) TV brands (AOC, LG) in order to develop Roku brand and category penetration around the region. • Leading every single market since the first 8 months of the launch by more than 45% consolidating brand presence in all the markets, retailers through POs expansion, Retail investments, Digital, Social Media activities & OOH campaign in order to create brand awareness momentum and equity in all Latam.

Home Appliances and Air Conditioners (Electrolux & Frigidaire) Cookware business development for Mexico and CA Development business for Costco, Sams, Walmart, Chedraui, Fresko, and E-Commerce partners (Amazon)

WHIRLPOOL MEXICO – Business Unit - KitchenAid Small Domestic Appliances: Culinary Center-Mixers, Mixer Attachments, Blenders, Juicers, Convection Ovens, Food Processors, Coffee. Kitchenware: Cookware, Bakeware, Gadgets. Sr. Business Unit Manager. Reporting to: General Director for Latam & VP Global Direct reports: 3 Sales Managers, 1 Marketing Manager, 1 Finance Analyst, 1 Sales Coordinator o Full country P&L Management, SG&A, Infrastructure, Financial and Marketing Budget. o Responsible for the definition and execution of a 180° Turn Around Business Plan accordingly to Regional and Global guidelines. o Accomplishment of annual subsidiary objectives in Mexico (Net Sales, Gross Margin & Operating Profit) by allocating resources, reviewing progress and making mid-course corrections. o Establishment of Distribution Channel and Market Penetration Strategies to accomplish growth acceleration while increasing brand awareness and aspiration. o Coordination of supply chain, forecasting, marketing, field sales, and technical service. o Sales Team Leadership for enabling: sales quotas, sales volume projection, trends and results analysis, pricing strategies establishment, costs monitoring, and corrective actions execution. o Marketing Team Leadership for enabling: advertising, merchandising, and trade promotion programs development. Marketing opportunities identification and targeted, new products launch strategy, bundles within SDA and Kitchenware, market penetration establishment in order to delivery profit goals, market share and consumer engagement. *Launches experienced: Juicers, Commercial Mixer, Mixer Attachments, Magnetic Blender, Hand Blenders, Toasters, Craft coffee, Kitchenware, Cookware and Gadgets, several Bundles.

SONY MEXICO – Business Unit - PlayStation Game Business: Videogames, Home consoles, Portable consoles, Software, Accessories Sr. Sales Manager. Reporting to: Country Head Mexico & Sr. Sales Manager for Latam Sony Computer Entertainment of America Direct reports: 4 Key Accounts Managers, 1 Sr. Business Planning Manager, 4 Sales Analysts, 1 Business Planning Analyst o Responsible for the transition of Game Business released by Sony Electronics Mexico. o Responsible of the 100% Gross Sales value and the Game Business Budget. o Management of monthly supply and demand roll up for the country. o Development and management of annual retail promotional plan and budget for the country. o Key Account Management and Business Planning team members leadership. o Active Collaboration with Trade/Channel Marketing and Mexico Marcom teams. Partnership through gaming publishers and key company such a as LEGO, Warner Bros, etc. In order to ensure proper implementation of all retail plans and initiatives for launching products*, pre-sales and promotions. *Launches experienced: HW: PS4 Black, White, PS4 Bundles FIFA 15, Destiny, PS4 20th Anniversary, PS Vita God of War. SW: GT6, Evil Within, InFamous second son, Drive Club, The Last of Us, Kill Zone, Knack MLB 14, Little Big Planet 3. Acc: Dual shock blue, red

Latamel Mexico (Exclusive distributor for Nintendo) Videogames: Home consoles, Portable consoles, Software, Accessories Sr. Accounts Manager Reporting to: Sales Director & GM Direct reports: 2 Sales Assistants, 1 Business Intelligence, 1 Trade Marketing Specialist o Responsible of 60% of the company Gross Sales value. o Development of Key Account and Trade Marketing Annual Plans for all Mexican Retailer. o Responsible of Promotional Budget for all account under my management. o Planning and Implementation of Strategic Plans for product launches*, Bundles created by my ownership such as Wii+DS, pre-sales, and promotions. *Launches experienced: HW: Wii Bundle Wii + DSi with 2 Games created by my ownership. Wii HW -25th Anniversary, Mario Kart Wii, Skylanders, Just Dance, Wii Mini, Wii U Black, White, Bundles Wii U Nintendo land, Zombie U, Mario Bros U. DSi, DSi XL, Bundles Guitar Hero, Mario Bros 25th Anniversary, Nintendo 3DS Black, Red, Pink, etc. SW: Wii Sports Resort, Wii Play, Wii Fit, Mario Bros Wii, Mario Kart Wii, Mario All Stars, Super Mario Galaxy, II, Mario Party 8, 9,Super Paper Mario, Donkey Kong Country Returns, Animal crossing, The Legend of Zelda Skyward Sword, Wii Music, Wario Ware, Mario Strikers, Mario Sports, Mario Super Sluggers, Metroid Prime 3. DS SW: New Super Mario Bros, Nintendogs, Mario Kart, Pokemon Diamon/Red, White/Black, Heartgold/Soulsilver, Platinum, Dragon Quest IX, Professor Layton, Mario & Luigi, Legend of Zelda Spirits Track, Rhythm Heaven, Kirby Super Ultra, Mario vs Donkey Kong Wii U SW: Nintendo Land, New Super Mario Wii U, WarioWare, Wii Fit U, Pikmin 3, Wii Party U, New Super Luigi U, The Legend of Zelda Wind Waker, Super Mario 3D World. 3DS SW: Pokemon X/Y, Mario Kart 7, Super Mario 3D Land, NSMB 2, Animal Crossing, The Legend of Zelda Ocarina of time, SS Fighter IV, Luigi's Mansion, Nintendogs+Cats, Mario Party, Mario Luigi, Fire Emblem, Star fox, Donkey Kong Country Returns, Dragon Quest VII, Kid Icarus,

BLACK & DECKER (Power Tools Division) Hardlines, Hammer drills, Screwdrivers, Jigsaws, Circular Saws, Sanders, Battery Chargers, Jump Starters Product Manager Automotive & Electronics, Jan ‘07 – May ‘08 Key Account Manager, Apr – Dec ‘06 Reporting to: Sales & Marketing Manager Direct reports: 1 Sales Assistant, 2 Trade Marketing Specialist o Marketing and Sales Plans Development for automotive and electronic launches o Responsible of Sales & Promotional budget for all markets: Modern Retail, Traditional channel and Specialty Stores o Strategic Planning for +16 customers: o Modern: Home Depot, Wal-Mart, Sam’s, Liverpool, Sears, Coppel, Best Buy, Costco. o Traditional: Ferretera Popular, Ferremayoreo de Occidente, El Tlapalero, Marcus. o Automotive: Auto Zone, Rolcar, Jomar, Battery Master.

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