Carlos Garrido Escobar

Report directly to the Board of Directors, leading the strategic expansion of large-scale urban developments and residential projects. Main Achievements: • Strategic Leadership: Led the expansion and master planning of large-scale urban developments and condominium projects, reporting directly to the Board of Directors. • Structured Financing: Designed and negotiated the external capital requirement strategy, securing innovative credit lines for $500 MDP with leading banks to ensure land banking and construction funding. • Commercial Optimization: Designed and implemented the digital sales strategy and national sales force, focused on maximizing sales velocity and price per m² in a competitive market. • Financial Governance: Implemented a comprehensive FP&A (Financial Planning & Analysis) model and control framework in compliance with IFRS standards for the project portfolio. • Project Portfolio Delivery & Sales Leadership: Directed the successful delivery of 5 high-rise developments totaling over 500 units and 2 master-planned communities, achieving the delivery of 2,000 units and the sale of 12,000 lots, demonstrating expertise in large-scale project execution and market penetration.

Responsible for leading the development and execution of the in-store HR, Digital Strategy and CRM initiatives. With the objectives of improving business profitability, driving market share and increase in-store traffic, to deliver an excellent costumer experience hiring and retaining great talent at all level while keeping desired profitability levels. Main Achievements: • Design and implementation of the Human Resources structure • Reduction of the operating staff by 20% due to the pandemic, maintaining a high level of service, managing to keep sales by 95% Vs. 2019 • Design an incentive program (commission and bonus) for in Store employees at the levels of: Sales Associate, Store Manager, District Manager and Regional Manager Launch and Implementation of the Magento 2.3.1.5 e-commerce platform, for the three brands: Modatelas, Hema and Mumuso • Integration of Producteca for the management and operation of Marketplaces (Amazon, Mercado Libre, Walmart, Linio and Elektra) • Launch Skyticket a Contact Center Solution

In 1927, HEMA opened its first store outside of Amsterdam and just a year later there were ten HEMA stores in the Netherlands. In the 1950s, HEMA was the first franchise organisation in the Netherlands and is still the largest franchise operator in the Netherlands. From 1958 onwards, HEMA picked up the pace of its expansion, rapidly opening new stores across the country. Then in 1984, HEMA opened its first store abroad, in Belgium. The number of stores grew quickly and is still growing. Today, we have more than 775 stores in twelve countries, with 19,000 employees serving over six million visitors every week. We remain loyal to our history, perfectly expressed in our brand essence: our products are always high quality, well designed and sold at a great price. All our products are developed in house, are sustainable and range from food to non-food articles. Which is why our products can be found in every household. In addition to our stores, we also offer 24/7 online shopping in all the countries in which we operate. Responsible for the Digital Assets & e-commerce platforms @ Grupo Name https://www.hemamx.com https://mumusomx.com https://modatelas.com.mx

Ownership of strategic marketing, associates and in store operation plans, through deep internal analysis, working with the best marketing research firms in Mexico, to create, deploy, execute and position the company as the top leader and best second income catalog selling option for women in Mexico, executing brand marketing & CRM campaigns (ATL, BTL & Digital), pricing strategy, aimed to maximize profitability, market share and grow overall revenue of the organization. Main Achievements: • Develop and implement a membership program of Catalogs (Printed and Digital), based on the client's needs instead of the number of printed Catalogs available, to increase retention rate of active members by 10% • Implementation of the e-commerce platform (Magento 2.1.19), with the B2B, B2C approach • Restructure the Content Catalog and Content Design area. • Launch the customer service Chatbot with reach for one hundred thousand members. • Implement Saleforce Marketing Cloud, Service Cloud and Social Studio for the customer journey (Costumer Journeys) • Create and Develop the Content and Digital Marketing strategy, Social Media (Facebook and Instragram) • Launch the app ¨Price Shoes Movil¨, to provide Price Shoes members with digital tools to manage their business and serve their customers

Lead all the strategic marketing and operating plan, to increase revenue, volume growth by customer and brand (representing 55% of Mexican Magazine Publishing Market). Including deep customers analysis to create or identify new opportunities for our portfolio growth strategy by designing different activities and campaigns to strengthen relationships and magazine programs with the biggest retail outlets in Mexico. Main Achievements: • Increase POS from 3,000 to 7,500, changing from Representatives to retail chains • Restructure the Sales Department in 4 Regions, increasing sales in the retail and convenience channel by 30% in a market that has declines. • Restructure the workforce by 20%, resulting in savings of $ 2 million dollars, improving deliveries by 30%. • Improve inventory performance, reducing shortages and uncollectible accounts by 80%. • Re-energize the relationship with the 6 largest supermarket chains in Mexico (Walmart, Comercial Mexicana, Chedraui, HEB, Sanborns and Soriana), creating a compound growth of 40% in 2 years • Create a national force of promoters (150) with the best business practices, improving the exhibition and reducing inventory levels.

Lead and Coordination of marketing & Advertising development plan, to set sales objectives in terms of volume and revenue, financials and to determine specific marketing activities, printing centers by customer and brand, to guarantee the achievement of brands market´s share and profitability. Including category analysis to understand consumer trends to develop new products and concepts. Main Achievements: • Double Advertising Sales from $5 MD to $10 MD and market share by launching new Publications, brand extensions and organic growth • Boost profits from $1MD to $4MD • Positioned Televisa Publishing Products as market leaders in each Segment • Create business agreements with local television channels to promote brands • Develop local printers in the region to increase kiosk sales and accelerate production and display times

Responsible for the Accounting, treasury and Finance Department, SEC compliance, Auditing & Financial Reporting

Responsible for the Accounting, treasury and Finance Department, SEC compliance, Auditing & Financial Reporting

Diseñado para proporcionar conocimientos y habilidades prácticas en el área de las finanzas. Abarca una amplia gama de temas, desde los conceptos básicos de contabilidad y administración financiera hasta la evaluación de inversiones, la gestión de riesgos y la planeación financiera estratégica.

Mención Honorifica Dean's List 1992