Sandra Kirkpatrick

Marketing Manager for Salty Snacks Category in USA. Responsible for: - Long term strategy development for all Salty Snacks sub-categories and brands, including award winning and double digit growth: Takis - Annual brand plans - Media investment and agency management - Budget control - Product development - Consumer research and market analysis for potential launches. - Coordination with cross functional teams to ensure on time developments - Communication with Global team to ensure brand alignment

- Global Takis brand management ensuring correct execution of brand positioning and assets throughout the countries. - Consumer and market analysis for potential countries. - Participation and support in the launching of Takis Canada, training the local team to ensure full brand understanding. - Product Placements management in music videos for Takis with a Global perspective. - Coordination with cross functional teams (Mex and US) to ensure product developments and launchings (Salty Snacks and Confectionary). - Coaching the US marketing team to ensure process understanding. - US marketing support (in-house) to ensure projects acceleration. - Active participant of the Global Snacks team. - Budget control.

- Responsible for developing communication strategy according to the business plan and strategic pillars, with consistency throughout media. - Development and implementation of campaigns (SS and FW) based on market information (ANTAD, BrandTrack and qualitative studies) - Media Management (360° Plan) - Responsible for the launch of the new Credit Card nationwide with excellent results exceeding monthly targets applications. - Budget management to ensure profitability. - Focus on reducing purchase barriers for juniors and young adults segments with specific plans based on market information. - Responsible for communication strategy of new stores openings and renovations in coordination with cross functional areas. - Weekly promotions coordination with full media support (TV, Radio, Digital & POS). - Responsible for store signage according to seasonality (Spring- Summer, Fall-Winter).

- Creating and executing plans for strategic brand alliances such as: Levis, Disney, Universal, Mossimo, Oggi, Furor amongst others, generating additional advertising valued in $1 MM USD, such as: - Partnerships with: o Disney to drive category growth by a seasonal promotion “Win a trip to Orlando” o "Expo tu bebé y tú” driving additional sales of $10K USD in 2 days. o Negotiated free spaces in Mexico’s No.1 magazine for key seasonality. - Communication plan development for growth categories (Juniors and Kids) based on key insights and market information. - Development and execution of new campaign for Back to School in ATL media reducing the barrier with this target. - Launching of new seasonality for Kids “Pequefest” driving category growth

(Bleach, Specialties, Wipes, Laundry Additives & Cleaning Utensils) - Planning and development of Digital strategy including launching the website and social media. - Public Relations strategy execution, for the new campaign “Mujeres Fuertes, Mujeres Clorox” - Participation in the launching of new cleaning utensils portfolio with ATL campaign gaining 3% SOM vs No.1 competitor. - New brand image execution aligned to global strategy, achieving brand consistency throughout categories for both Mexico & Central America. - Competitor analysis and consumer insights. - Budget control & strict spend follow-up to ensure business objectives.

- Generating and executing the marketing plan for new categories (dressings), launching USA’s No.1 Ranch dressing Hidden Valley and BBQ Sauce KC Masterpiece through a new distribution model. - Alignment to Corporate strategy and relevant execution in local market. - Marketing plans with cross functional work to ensure execution - Development of POP Materials, promotions, customer presentations. - Effective Budget control to ensure business results.

- Supported Clorox Intercompany program with Walmart (CIC) to launch US brands in Mexico. - Participation in the launching of USA's No.1 charcoal brand, Kingsford considering the right assortment & pricing per channel. - Participation in the launching of GLAD plastic containers, bags & wraps, with cross functional areas. The brand became one of the top performers of the companies portfolio in Superama (Walmart’s Retail Store) - Participation in the launching of a new affordable solution for laundry additives. - Financial Analysis (P&L´s) to ensure portfolio profitability. - Brand reports (Bases Nielsen, Kantar, Essbase)

- Printed communications coordination & development of such as "Preview Centurion" and "Expressions". - Monthly promotion e-mailing development. - Promotion website development and maintenance.

- Diploma in Mexican Financial Literacy CONDUSEF, 2009 - Leadership Course, 2007