Sandrino Vejar

Responsible for VDs in the LATAM Market

Responsible for new clear aligner healthtech ● Developed new value proposition, through rebranding, crafting new packaging, and inbound marketing strategies. ● Revamped brand ecosystem, with the new website and apps, educational platform, KOL model, and loyalty program. ● Created a fully digital workflow to gather and facilitate customer experience, improving customer and patient journey. ● Set the vision for the new company along with an ambitious 5-year plan, ensuring P&L targets attainability. ● Designed and implemented the whole operation, from ERP and processes to new sales model and CRM strategy. ● Hired and trained sales team, and CX/CS professionals while preparing and setting business goals and KPIs ● Reviewed production model, defined CAPEX plan, and implemented Quality Assurance and Forecast Analysis.

Development of marketing-led consultancy projects for middle and big-sized companies, focused on Branding, Strategic Planning, Market Segmentation, Marketing Capabilities, Advertising Development, and Digital Marketing. ● Developed market segmentation project for multinational Confectionery Company, through market quantitative and qualitative data, desk research, and market modeling, leading to recommended white spaces and required capabilities. ● Developed product launch recommendations for Retail Company, based on market screening, key consumption drivers, and valuation of potential business (size of prize projections). ● Implemented Business Intelligence routine and CRM strategy for a major retail services player, designing KPIs and sales campaigns.

Responsible for the Aesthetics Business (Toxins, Fillers, Bio Stimulators, and Body Shaping). ● Developed Global Positioning and Launch Campaign for new product, leading to 150% of sales target. ● Boosted Botox share in the Botulinic Toxin market, recovering market leadership in less than 6 months. ● Launched HArmonyCa as the first hybrid collagen biostimulator setting Brazil as the Global Playbook, with a full marketing plan and over delivering market share. ● Launched Juvéderm Digital Consumer Plan (D2C), supported by CRM leading to 3x ROI and over 40.000 leads. ● Implemented Agile Methodology with the formation of Brand Teams, accelerating integrated execution.

Responsible for the Beauty (Skin, Sun & Hair Care) and OTC businesses. ● Acted in Tylenol brand repositioning plan leading to +10% sales growth and +1pp of market share. ● Led the launch of Reactine Allergy Relief brand, rapidly building distribution and trial in national pharma chains. ● Led the launch of the new Neutrogena Skin Care portfolio, with +25% sales growth and expressive share gain. ● Created a new campaign for the Neutrogena brand based on superiority (“Science vs Guesswork”) with a focus on conversion and live marketing, adapted to the social distancing context, leading to expressive brand equity growth. ● Developed a new commercial model for the Sun Care seasonal category, based on deep market learning, customers' pain points and focus on portfolio profitability. ● Spearheaded the turnaround of Sunscreen portfolio leading to +3pp of additional profitability and 2pp of share recovery ● Accelerated growth of OGX Hair Care brand, expanding portfolio and distribution delivering over 50% growth. ● Accelerated Neutrogena brand, with +40% sales growth and +1.5pp of market share in two years based on robust communications, through ‘on to offline’ activation (Google/YouTube) and social media (Facebook). ● Boosted E-commerce sales of Skin Care portfolio at a +150% annual rate, developing omnichannel strategies. ● Shaped the strategic plan to boost the Skin Care business, partnering with Integration Consulting. ● Led double-digit sales growth (+15%), leveraging execution standards – from distribution acceleration (reaching up to 20.000 pharmacy stores) to solid communications and conversion programs. ● Doubled the size of Neostrata brand (prescriptions and sales), with a focus on Health Care Professionals. ● Disrupted a 100% diversity communication for Neutrogena with Facebook, becoming a Global benchmarking.

Responsible for the development of Oral, Wound, and Self Care (OTC) in Latin America. ● Developed a growth strategy for mouthwash (Listerine) in LATAM based on penetration and usage frequency, leading LATAM to increase sales at a double-digit rate. ● Developed the launch of new products and commercial innovations for Listerine (Green Mint, Total Care Zero, Natural White), with sales incrementality of up to 20%. ● Developed and launched the new Listerine Anti-Cavity throughout LATAM, driving a +20% sales growth for the brand and becoming a global SKU (launched in APAC). ● Led the development of a regional communications campaign (“Bring Out the Bold”) for Listerine: media strategy, commercial innovation, TV, and digital assets, leading to +10% record sales in LATAM. ● Led J&J LATAM's biggest Branded Content initiative ever: a partnership with “The Voice” US Reality Show, generating significant production cost savings and localized execution in over 20 countries. ● Innovated by building the first branded content platform for Johnson & Johnson LATAM, with a partnership between Listerine + Canal Space (Turner), reaching over 70 million viewers in the region. ● Initiated a partnership between J&J and Rappi by developing a mobile commerce platform for Johnson’s Baby, subsequently expanding to the whole company portfolio.

Responsible for the Chocolate category innovation for LATAM ● Launched a new candy bar brand (Lacta 5-Star), with rapid distribution in ~180.000 stores in Brazil. ● Led a regional (LATAM) agenda for innovation, focusing on the ‘impulse’ segment (candy bars, bonbons). ● Created a new strategic framework and portfolio architecture for the impulse chocolate market

Responsible for developing branding and innovation for Gums & Candies category: ● Developed Market strategies and new portfolio architectures for the Gums & Candies category in LATAM. ● Repositioned Halls brand through innovation and a regional campaign (“Breathe & Open Up to More”), leading to sales and market share growth (+10%). ● Developed innovations for Halls brand (e.g.: Halls Mini, Halls Soft) enabling market share and sales growth (+10%). ● Crafted and executed an exclusive regional activation campaign (“Halls Temporary Jobs Office”), reaching over 20 million people in three markets (Brazil, Mexico, and Costa Rica).

Responsible for the Dairy business of Sadia and Batavo brands: ● Led the development of the go-to-market and innovation pipeline for the new line of cheese under Sadia brand. ● Acted as the connector between Brasil Foods and Mondelez senior leadership, ensuring alignment and prioritization. ● Launched a new line of ready-to-drink chocolate under a Mondelez brand (Trakinas Shake). ● Led the mapping of new business opportunities for the joint venture with Batavo, partnering with BCG.

Responsible for the launch of Nutella brand, focusing on innovation, communications, go-to-market, and P&L management. ● Launched Nutella brand, driving a +30% annual growth rate turning Brazil into the Global Playbook for expansion. ● Crafted a dual target communications strategy (moms & kids) for Nutella, triplicating market penetration. ● Acted as the lead for Joint Business Plans with major Brazilian retailers, connecting brand calendars with POS execution.

Responsible for innovation and communication projects for Cream Cheese & Yogurt categories.

Experience with Direct and Indirect channels and with Johnnie Walker, Smirnoff Ice, and Baileys brands, developing brand and customer plans.