Sebastián Bulgheroni

Global CCO with the following scope: Offices: -Americas: Argentina, Chile, Paraguay, Colombia, Mexico, USA -Europe: Spain, Italy Business Units: -Live shows: music, sports, gaming, arts -Amusement parks & attractions -Sporting assets -Talents

• Responsible for the development and construction of brand positioning and communication strategies at an institutional level and for all the Bank's products, providing business areas with advisory services, management, and implementation of brand and communication tools, promoting consistency, effectiveness, and efficiency in resource use. • Coordination and management of the actions of the departments under my charge: Advertising, Communication, Social Media, Brand PR, Branch Image, Events, Activations, Sponsorships, Alliances, Promotions, and Benefits Programs. • Creation and management of the sports & entertainment sponsorship platform used as a brand repositioning strategy. • Responsible for internal communications. • Member of the innovation committee.

Business Unit: Urban Sports Report to: CEO • Creation and leadership of the business unit. • Management and execution of regional Latam projects. • Development of the business plan, overall management of demand, prospects, and clients. • Specification, development, and commercialization of sponsorships, brand ambassador programs, events, hospitality and incentive programs, licenses, conferences, and consulting. • Negotiation of strategic alliances.

Business Unit: Integrated Marketing Services Report to: CEO • Responsible for national/regional commercial expansion and new business development. • Construction of credentials and case studies. Active participation in tenders. • Support to the Directors of each business in creating and implementing communication strategies, marketing activations, internal communication campaigns, and events. • Coordination of projects with technical, legal, finance, systems, and logistics departments. • Definition of relevant and engaging content for PR/media, based on briefs, market research, trends, brand performance, and competition. • Comprehensive management of planning, research, communication, production, and commercialization. • Development of internal positioning campaigns. • Leadership of a multidisciplinary team. Simultaneous execution of multiple projects. Clients: Unilever • Coca-Cola • Nokia • Gancia • Nike • LAN • Falabella • Amex • Personal

- Start-up of a full-service communication agency and content production company. - Formation of a strategic alliance with Draft FCB Argentina and Peru as an in-house integrated marketing agency. The company has two business lines: 1. **Advertising and Marketing:** Creativity and implementation of ATL campaigns and integrated marketing. • Overall business management, general client direction, and marketing plan development. • Strategic forecasting, pipeline generation, and execution of marketing plans. 2. **Events/Live Shows:** Creation, production, and commercialization of mass events and content. • General production management. • Development and management of sponsorship programs for sports and entertainment events. • Generation of strategic alliances and commercial agreements. Clients: Kraft • Shell • Coca-Cola (FCB) • Banco de la Nación Argentina • Diageo (Leo Burnett) • SAB Miller (Peru) • Rust Oleum (USA) • Duke Energy • Standard Bank • First Choice Power (USA)

• Head of the Argentina Office. Report to the Regional CEO (Latam). • Comprehensive management of national clients. Localization and roll-out of global campaigns. • Member of the international board for global accounts. Clients: McDonald's • Shell • Bimbo • Danone • Village Cinemas • Cadbury

• Monitoring and control of strategic business variables for the assigned brands. • Design and creativity of promotional mechanics based on business opportunities. • Development of TV and radio commercials, and POP materials in collaboration with agencies. • Management of the promotional budget for the brands. • Negotiation and launch of promotional activations in distributor territories.