William Pederzoli

Reports to Regional Genaral Manager - CAM

(2015-2017) Commercial Operations (Key Account Manager) - Report line: General Manager (2011-2015) LDP Category Manager (LDP – Liquid Dairy Products) – Marketing Grouper Repot line: Cluster Marketing Vice President Achieve compromised results within the Category. Total sales contribution:65% Develop strategic marketing plans for each Customer aligned to Cluster Initiatives Define the most efficient way to assign/use Marketing Investments among different activities to achieve our budget results (budget control) Conduct Market Researches to easy decision making (Value Research) Market Company Strategy (Mexico) definition among Key customers (2008-2011) JNSD-Category Manager  Achieve commercial targets. Contribute with 30% of company's total sales  Develop strategic marketing plans for each category client  Define and execute profitable marketing investments  Develop marketing studies to ease decision making  Define TetraPak's strategy through clients objectives  Follow up and control of new packaging systems

 Strengthen and increase current relationships with customers to maintain our business and promote the assignation of new projects  Assess and analyze successful worldwide value propositions to replicate them in the Mexican market  Identify value added actions with our customers and obtain recognition from them  Ease cross selling among main DHL’s business portfolio (Express – Global Forwarding)

 Achieved committed commercial objectives in the channel; 8% of Tetra Pak’s total sales contribution  Created and defined the marketing and sales strategic plan for the channel based on both customers and each Mexican State needs (PR Programs, advertising campaigns, international congresses, JV activities)  Sesame Street “Healthy Habits” Campaign launch in carton packages and didactic materials  Responsible for the Latin American School Feeding congress in Cancun, Mexico in which 14 different countries participated besides Mexican government dependencies, academics, NGO’s and private sector  Created and developed a national child abuse campaign (DIF – Tetra Pak – Consejo de la Comunicación)  Participation in international forums about school feeding. (Kunming, China)

(2004-2005) Peñafiel Brand Assistant (Schweppes)  Brand Sales analysis, market share and distribution  Development and launch of Peñafiel Naturel (2003-2004) Marketing Trainee (Adams)  Developed Adams core brand revamp “Chiclets” in the National Sales Convention (Nov 2003)  Media and Marketing plans definition  Market research, media and ATL – BTL suppliers coordination and supervision  Development and implementation of a Public relations plan for Sales Force