Rafael Yannuzzi

Commercial consultant with extensive experience advising primarily startups, small and medium-sized enterprises in the creation, development, and execution of effective commercial strategies, with a focus on Sales, Trade Marketing, and Distribution. I specialize in identifying growth opportunities, optimizing sales processes, and strengthening customer relationships. I work closely with all levels of the organization to design strategic plans that drive commercial performance and market competitiveness. My focus is on delivering tangible results by tracking key business indicators, tailoring solutions to the specific needs of each business to build a solid foundation and ensure long-term success.

• Lead the Company's commercial strategy through Growth Plans Programs • Ensure long-term sustainable business development • Implementation of Digital Sales in the Traditional Channel • Responsible for the B2B, B2C and B2E programs to improve constantly the business evolution • Evolve the vision of the company from Traditional Tobacco to a Multi-Category Company • Assure the change of collection management from Cash to Cashless, generating important saving and simple processes

• Responsible for developing and standardize strategies, demand, planning and Business Development for 7 Countries (Argentina, Chile, Peru, Bolivia, Uruguay, Paraguay and Ecuador) • Ensure the Correct Compliance of Business Cycles in each country through Brand Strategies, B2B and B2C Communications, Demand and Planning • Implement the standardization of Customer Segmentation Model for the 7 Countries, based on several KPI’s to create effectives Marketing Plans • Continuous monitoring of Competitors Global Activities to understand the trends to anticipate to possible actions that can be carried out in the Region Cluster • Follow of business performance and share the information with the Head Quarter

• Responsible for the most complex Business Area in Santiago, for the volume weight, competition, visibility and budget • Develop the HORECA Channel that weren’t exist in Santiago and became an excellent place to communicate Brands messages and generation of Profit • Leadership in the management of exclusive events in Santiago, generating Brand Placement in the consumer focus segment • Control of the Field Day, to assure that Back Office worker join Sales Reps in a journey to understand the reality of the market and generate useful plans • Leader of the Monthly Town Hall to share with the teams the results and the path for the future

• Responsible for 65% of the Company's Volume reporting directly to the Commercial VP. • Consolidate a Sell In Team to improve the Distributors Management and develop a Sell Out Team to implement Trade Activities and Promotions strategies. • Implement the Standardization of Sales Team Process and Tools • Actively participate in the development of Long-Term Business Plans and the development of the Structure of the Commercial Area • Budget Management for Trade Activities, Training, Travel and Meetings. • Reports: 5 Supervisors, 15 Territory Executives, 150 Indirect Sellers and 2 Assistant

• Business Development through the redefinition of each Distributor role, defining criteria for their selection, excluding/including clients. • Modify the vision of Indirect Distribution towards a focus on Coverage, Activation and Numerical Distribution of Main Brands • Execute the Global Route to Market strategy, through capabilities, Cost criteria and budget investment management • Project Development and Execution leader which promotes the standardization of processes and tools management for the Sales Force ensuring efficiency. • 100% B2B implementation with Distribuitors and Wholesalers ensuring efficient E-Commerce and Online monitoring business main KPIs • Reports: 7 Sales Supervisors and 118 Indirect Sellers

• Create and develop Joint Customer Business Plan with the Main Clients in terms of Net Income, logistics efficiency, portfolio, volume and investment. • 20% of the company's total Volume participation • Sell Out Activities investment focused on its strategic clients and retail clients, looking to achieve Financial KPI’s as ROI, Payback and Value Share. • Reports: 3 Sales Supervisors, 57 Sales Representatives, 1 Analyst and 1 Assistant.

• Lead the implementation of the Global Strategy of Perfect Stores in different Marketing Channels • Establish Business Objectives Nation Wide ensuring profitable growth with Local expectations, making business decisions such as strategies, priorities, budget management and people according to Market trends. • Development and deployment of the Price Index and Profit Margins strategy by business model, standardizing the price in the different retail formats • Lead the Sales Team to develop, execute and negotiate the Stunning Visibility Strategic Plan, to introduce the Gum and Candy Portfolio in the Modern Channel • Lead the development of Category Management (CATMAN) in the Top 20 Clients with the Global Portfolio strategy, being the innovators of this Activity in the Andean Cluster • Reports: 2 Trade Marketing Analysts.

• Development and implementation of Customer Business Plan with the TOP 20 Key Accounts, which represented 75% of the Volume • Implementation of E-Commerce B2B with the Top 10 Key Accounts according to the Andean Region Strategy • Organization of Route to Market to restructuring of Sales Reps Plan and Merchandiser services. • Creation of a new platform to follow up the performance and give visibility to the company about the execution in the Trade • Focus to Deliver result for Brands and Categories (Beverages, Cookies, Crackers, Cereals, Chocolates, Gums, Candies, Jellies, Mayonaise, Cheeses) • Reports: 8 Sales Representatives, 5 Merchandisers Coordinator and 60 Merchandisers.

• Responsible to launch a new Model of Distribution to Convenience Stores through Direct Sales and Logistics Partners • 100% Nation Wide Implementation of the Distribution process • Ensure Customers Profitability and Commercial Partners through P&L performance • Only Channel in the Country with Positive Performance beside the Market Trends, assuring contribution to the company growth. • Business development through commercial alliances with McDonald's and Burger King, launching new customized products and expanding them to the countries of the Andean Area. • Alliance with the main Food Companies to supply products for Food Service • Reports: 7 Sales Representatives, 1 Merchandiser Coordinator and 9 Merchandisers

• Commercial Agreements development and negotiation with the main Key Accounts and most important Supermarket Chains, with a focus on Sell Out Activities in Stores, generating a “Win-Win” culture • Quarterly Review with clients to the analyze the join activities performance, and taking decisions together and next steps • Create P&L for each of the Pareto Clients, establishing common financial objectives and KPIs to ensure the profitability of the business in the short and medium term. • Reports: 3 Merchandiser Coordinators and 22 Merchandisers

• Responsible for creating, executing and controlling a Route to Market Pilot Project to attend Convenience Stores through Direct Sales • Create and develop a Sales process that included inventory management, truck loading, order negotiation, billing generation, dispatch at the Point of Sale and execution on the shelves • In 6 months the Channel became 5% of the company's Total Volume Weight, and Kraft Foods' Market Share in Convenience Stores grew by +25pp in the cookies category. • Recognition as the Best Sales Project since “It changed the way of doing business.”

• Lead the Secondary Exhibitions Project to study and analyze the impact at the level of visibility, investment and its return on Key Accounts, resulting in the creation of a Finance Department. • Coordination and control of various Activities towards the Shoppers • Implementation of a gravity display to improve the visibility of Powdered Beverages Category on the Primary Shelves of the Points of Sales.

• Carry out the established routes and give feedback to the supervisors. • Give market feedback to the company. • Execute the Look of the Leader and the plans negotiated by the Sales Reps. • Take Client Orders and execute the plans negotiated by the Sales Reps.

Ranked 5th in the Promotion