Juliana Moreti

In charge of P&L management, forecasting, strategy development, and trade execution across all categories and channels, as well as the Merchandising function. Leadership of five Managers and a team of 55, in addition to overseeing more than 1,000 field promoters. Reported to the Vice President of Sales in Brazil. • Designed and implemented a regionalized Category and Channel strategies and campaigns, driving double- digit growth in penetration, volume, and value sales, with increasing profitability across all categories and channels. Market leadership was achieved in Infant Nutrition within the pharma channel, the number one position in Protein Beverages was sustained despite the entry of more than six new brands, and market share was maintained in the value-added Yogurts category. Brazil’s trade strategy received international recognition for excellence in shopper journey execution at the point of sale. • Led the full transformation, creation, and execution of new Trade Marketing capabilities, leveraging industry associations to showcase and commercialize in-store execution projects, generating customer engagement, stronger partnerships, increased sales, and improved in-store fundamentals through participation in APAS, Abrafarma, Hospital Trade Fair, Varejo SA+, and Trade Connection. The ND was expanded by more than 20K stores, reaching over 120K stores nationwide, an increase of 20 pp. • Designed and led the quarterly commercial cycle in partnership with Marketing and Sales, building a robust planning process that delivered best-in-class execution. Led the creation of the Joint Business Plan function with the Sales team, where Joint Business Plan customers grew 3 to 5 pp above company and market avg. • Led the Sales and Operations Planning and Integrated Business Planning processes, improving channel-level forecast accuracy by more than 15 pp. • Defined and executed the investment strategy by category and channel, delivering productivity gains through trade tools.

-Led category development plans in pharmacy and food retail channels, optimizing assortments and creating initiatives to improve shopper navigation across physical and online shelves, increasing category conversion through educational fixtures, artificial intelligence-driven mix and distribution optimization, omnichannel initiatives, commercial campaigns, and incentive programs. These initiatives elevated the company’s performance in the Advantage ranking, positioning it among the top ten manufacturers in both channels and as the number one manufacturer in category management and commercial strategy. - Created two innovation pipelines to accelerate the development and launch of new products and services as competitive advantages, including YoPRO Bar and Fortifit Protein Liquid, and founded the e-Business function, leading teams and digital strategies with the successful launch of new businesses and alternative channels. As a result, more than 25% of nutrition sales migrated to online channels, positioning the Brazilian operation as the company’s sixth-largest global e- commerce business.

• Led Gillette brand management, developing brand and trade strategies and execution plans, as well as building the product innovation pipeline, sustaining over 80% market share in Brazil, increasing category penetration among both male and female consumers, and positioning Brazil as the second most important market globally. • Developed and led high-impact consumer and trade campaigns with strategic objectives of trial, penetration growth, basket expansion, and new usage occasions, including launches of Gillette Venus, Gillette Body, and Make Razor, as well as campaigns such as Gillette Federer Tour, Gillette ULT, Gillette Formula 1, and Vai Amarelar, activating both consumers and trade partners. Double-digit business growth was delivered for three consecutive years, leading category growth in the market. • Managed the channel portfolio strategy and promotional pack development, including concept qualification, packaging development, financial feasibility, and go-to-market plans in partnership with cross-functional teams, reaching over 230,000 points of sale and expanding distribution by 19 pp.

• Led the development of campaigns aimed at increasing penetration, basket size, and new consumption habits, including launches of Mach3 Sensitive, ProGlide, Prestobarba3, and campaigns such as Gillette Federer Tour and Cara de Ontem, driving category growth to an 83% value market share. • Led the brand’s digital transformation across communication and sales channels, launching subscription and online sales initiatives and executing seasonal omnichannel campaigns with personalized handles, positioning the brand as a highly coveted product. Seasonal campaigns in summer, Father’s Day, and Christmas accounted for nearly 20% of total sales, representing an increase of 8 pp. • Participated in regional and global strategy groups, leading portfolio development and sports-related projects, including the Olympics, Formula 1, and Football World Cup initiatives, as well as partnerships with local and global federations such as FC Barcelona, AFA, and CBF, coordinating local and global agencies. These initiatives aimed to expand the youth audience, growing the number of young consumers at twice the rate of the overall population.