Samia Chehab

Responsible for leading Brazil Salty, Nuts and Better for you brands (Doritos, Cheetos, PopCorners, Eqlibri), business growth and strategic vision, including P&L management, communication, execution, innovation and portfolio.

ABA MEMBER Acting as the official representative of Pepsico Marketing Brazil at ABA.

• Responsible for leading and influencing leadership, driving revenue and profit growth globally. • Deliver an end-to-end Marketing Integrated Program through a demand generation mindset. • Ensuring global alignment and deliverable of a clear vision & strategy to KCP top projects. • Ensure cohesive Marketing strategies across regions leveraging best practices and synergies.

• Continuous share gain and double-digit organic growth for Adult and Feminine Care • Development of a clear and cohesive business and strategic vision, deliver of a robust innovation and communication plan, ensuring Global guidelines are followed and sharing best practices. • Revamp of Brazil Liners business thru Health/Skin Care benefits. Antibacterial Liners with outstanding results: +30% in NS, + 3.5pp VMS, +0.8pp penetration, 30% of Liners value mix. Innovation extended to Pads. • Deliverable of disruptive premium innovation such as Kotex Pure (free from) and Kotex 2in1 innovation for menses + bladder leakage solution in just one product. • Profitable domain expansions for Kotex with IW + Wipes (Everyday Care concept). • Kotex Brand Content aligned with a Social Mission campaign (Stigma Box/New Cycle) empowering women and challenging society regarding menstruation stigmas as an indicative of fragility, shame or limitation. • Tackling Light Bladder leakage opportunity thru disruptive innovation focused on health (antibacterial) and an Educational Campaign (Pee Happens) exploring the condition, triggers, and right solutions. Achievement of Brazil VMS leadership. • Leading heavy incontinence transformation by moving consumers from Briefs to Pants, a more dignified solution (mix from 58% to 71% in 2 years) and a premium innovation (softness that avoids skin irritations).

• Growth of +5% in NS USD, +2pp in GPROS (CAGR 2016-2018). • Responsible for leading and influencing leadership, driving revenue and profit growth globally. • Development of cohesive brand strategies, leveraging best practices and synergies across regions. • Deliverable of a clear brand vision, distinctive architecture, strong and aligned portfolio strategy and innovation. • Identification of a clear POD for Huggies wipes and deliverable of a strong communication idea.

• Responsible for Feminine Care (Intimus brand) and Adult Care (Plenitud brand) strategy and management in Brazil. • Main results: Feminine Care: Achievement of Pads and Tampons segments market leadership in both volume and value. Achievement of Pads leadership in Northeast area, moving from #3 brand to #1 brand in 2 years (main area for Pads market). Liners fast growth due to portfolio strategy reframe and innovation adding +5 share points in 2 years. In Feminine Care, in 2 years, delivered double-digit Net Sales growth (+15%), + 10 GP points and double profit earnings thru mix, outstanding execution and innovation. Portfolio rationalization to increase efficiency, margins and POS execution. Distinctive communication thru ‘brand content’ TV and digital program (MARIAS), Winner of Effie Awards (SILVER Award. Product Category) among more than 100 cases. Cannes short list finalist among more than 40.000 cases subscribed. • Main results: Adult Care: In Adult Care, in 2 years, Plenitud brand delivered a strong double-digit Net Sales growth (+18%) mostly driven by Pants segment (+47%) achieving + 9 GP points and 40% increase of profit earnings thru mix and innovation. Brand repositioning, full portfolio reframe, distinctive innovation (heavy and moderate incontinence) and Briefs migration to incontinence pants resulted in Plenitud Pants moving from 40% mix to 80% mix. Deliver of first Plenitud campaign for TV and strong GTM plan. Distinctive Digital campaign hosted by famous journalist (Astrid Fontenelle) and supported by real consumers testimonials. Total asset revamp.

Responsible for Kotex/Intimus brand strategy in Latin America. Regional and Global team interface. • Establishment of Kotex/Intimus brand strategy for Latin America, • Alignment of Latin America brand positioning with Global team, • Development of strategic framework for Pads in Latin America, • Definition of Business & Marketing challenges by sub-region, • Deliverable of a disruptive pads campaign for Kotex/Intimus, • Development of a new pipeline for Mainline line (main business). • Reframe of pads innovation strategy and portfolio roles. Main results: Fem Care is #1 contributor in Net Sales and Gross Profit globally. Growth of +5% in NS USD, +2.3pp in GPROS and tripling OP (2013 vs 2012)

Responsible for Kleenex brand strategy in Latin America. Regional and Global teams interface. • Brand repositioning in LATAM and 5-year Innovation pipeline development • Development of first Commercial Program for Kleenex in LATAM and first TVC • New Kleenex visual identity and positioning for all LATAM countries. • Development of Digital regional platform for Kleenex brand behind new positioning. • Facial tissue penetration project based on powerful insight and superior facial tissue. Package Design Licensing projects with Romero Britto and Agatha Ruiz de la Prada. • Renegotiation of Disney creative design line according to new brand positioning. Main Results: Leadership of Brazilian market with +9,3pp value in 18 months. Accumulated revenue growth of 15% in the last 3 years and Innovation as 18% of total Category sales. Portfolio rationalization in 30% with +5pp profit improvement. Best results in Brazil with 45% growth in revenue and +9pp GP% in the last 2 years.

Responsible for Baby Care Category Management; global brand HUGGIES and Turma da Monica brand (diapers, special diapers and baby wipes) o Biggest K-C consumer goods Category with a USD 2 Billion market value. o TVC and magazine Campaigns development. o Packaging visual identity rennovation to a more premium positioning. o Repositioning of TDM brand through Soft Touch premium version. o Launch of "TDM Magic Diaper" special designed for low purchasing power classes. o Launch of special diapers:"Huggies Jeans" with Digital and POS fashion support plan o Launch of 1st sustainable Brazilian diaper "Huggies Naturali" with Wal Mart partnership o Partnership with ENDEMOL group of a Nursery/Daycare Extreme Make-Over o Partnership with HIAE Maternity introducing TDM diaper in the nursery and mom's kit. o Point of market entry projects such as launch of New Born diaper line and strategy. o Development of massive promotion with Mauricio de Sousa "Seu bebê no gibi”. o Big Promotion in POS of collectionable TDM characters. o Responsible for new diaper production site machines transition o Huggies baby wipes new package design and price repositioning. Main Results: Diaper market leadership with TDM diapers with a accumulated growth of 15% in value and +3pp GP% in the last 3 years due to Soft Touch premium diaper and portfolio rationalization. Huggies special diapers value growth superior than 50% in the same period.

Dec./05-Mar./07: Sr Brand Manager Vanish - Leader brand in Europe. • +110% market growth and +22pp value share (2006vs2004) • Market leadership with Vanish PO2 MAX launch in May'05. • Launch of innovation "Vanish PO2 Crystal White" in Aug'06. • "Right before your eyes" global strategy roll-out. POS brand experience and infomercial TVC. • “Vanish Itinerant truck" - product sampling/demo - DOMINGÃO DO FAUSTÃO. • TV Merchandising (“HEBE CAMARGO”) • Interactive promotional activity - Cinemas for "Vanish Poder O2 Crystal White”. • Lead of re-branding plan for RESOLV/KARPEX brands to Vanish. Apr./03-Dec./05: Pl Brand Manager - HARPIC Lavatory Care - Leader brand in Europe • Brand value growth above market (18% vs 7%) (2004 vs 2003) • “DESAFIO HARPIC” TVC, soap opera celebrity that surprise real consumers at their homes to propose "Harpic Cleaning Challenge". • Harpic 2 in 1 launch (jan/04), biggest market innovation, RB patent technology. In 1 year, +6pp value share inside solid blocks market. • Portfolio rationalization and line revision. Reduction from 35 to 25 skus with +24pp margin points and +30% value growth in 2 years. Nov./01-Mar./03: Jr Brand Manager - WOOLITE – Leader brand in USA. • LATAM brand relaunch with new visual identity and portfolio expansion in Mar'02. • Global approval of local recommendation: Woolite Coco • 1st TVC for Woolite brand in LATAM • Brand experience plan, sampling and partnerships (Rosa Chá). Growth above market (27% vs 14%) and +5pp value share in 1 year. Management of Ironing Aids brands - Passe Bem / Fabulon – local brands, leader in Brazil, category synonymous. Leadership recovery thru price repositioning and new visual identity. Definition of specific role for each brand (premium and value). Value share gain of +5pp for Passe Bem and +3pp for Fabulon in 6 months. May./00-Oct./01: Sr Product Analist - Fabric Care Category.

Internal program - projects and job rotation among 3 different areas.

Marketing Trainee for Ovaltine brand - consumer goods