Jose Luis Reyes Torres

CPG GLOBAL SR CONSULTANT

SAS Institute Inc.

Dec 2019 - 2019

SAS is the world's leading Advanced Analytics company with different IT developments for Machine Learning - AI aimed at enhancing a wide array of business processes for different Industries - Markets - Categories. • Thought Leader and Trusted advisor to Regional Retail and Consumer Goods clients for a wide array of business processes (Customer Intelligence, Demand Forecasting, Demand Planning, Fulfillment, Pricing) • Responsible for identifying and driving new business opportunities for LATAM Region by creating a new commercial approach based by offering business process solutions instead of selling software products • In charge of enabling Sales, Customer Advisory and Professional Services teams on all Advanced Analytics and AI solution

CPG GLOBAL SR CONSULTANT

SAS Institute Inc.

Dec 2019 - Current (5 years 7 months)

CPG GLOBAL SR CONSULTANT

SAS Institute Inc.

Dec 2019 - 2019

SAS is the world's leading Advanced Analytics company with different IT developments for Machine Learning - AI aimed at enhancing a wide array of business processes for different Industries - Markets - Categories. • Thought Leader and Trusted advisor to Regional Retail and Consumer Goods clients for a wide array of business processes (Customer Intelligence, Demand Forecasting, Demand Planning, Fulfillment, Pricing) • Responsible for identifying and driving new business opportunities for LATAM Region by creating a new commercial approach based by offering business process solutions instead of selling software products • In charge of enabling Sales, Customer Advisory and Professional Services teams on all Advanced Analytics and AI solution

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RETAIL MANAGEMENT DIRECTOR - FIELD FORCE MANAGEMENT, CHEIL

Samsung Semiconductor

Jun 2019 - Dec 2019 (7 months)

Cheil is a World's leading Omnichannel Agency, part of Samsung Group, focused on implementing End-to-End Shopper Experience Strategies for all Samsung's product categories. IM (Mobile phones, Tablets, Wearables and Accessories), CE (Refrigerators, Washing Machines, TV Screens) • Responsible for defining, designing and implementing Retail Management service strategies for Samsung's IM Business Unit across all Sales Channels (Retailers - Carriers) • In charge of creating the best Shopper Experience at POS based on a rounded service platform including Retail Operations, Visual Merchandising and Shopper Understanding. • Redesign and implementation of all Retail Operations processes for a new Shopper centric approach • Data analysis translat

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SHOPPER MARKETING SR MANAGER

FERRERO GROUP

Aug 2018 - Apr 2019 (9 months)

Ferrero is Mexico's leading company for different categories. Spreads, Kids Chocolates and the only Company with a winning product merging 2 different categories Kinder Délice (chocolate - pastry) • Responsible for Mexico's Trade Investment budget ($5 MUSD) • In charge of implementing profitability analysis processes and guidelines for all trade activities. • Coordinate with Retail Operations team the timely and accurate execution for all trade initiatives, close follow up and responsible for promotional effectiveness analysis to improve future plans. • Responsible for designing, planning, negotiating and implementing over-budgeted activities • Designed and implemented Pilot Test Process, defining specific Key Performance Indicators an

HEAD OF SHOPPER MARKETING STRATEGY SSS AND NATIONAL RETAIL OPERATIONS

Pernod Ricard

Jul 2017 - Mar 2018 (9 months)

Pernod Ricard is the World's second largest player for Alcoholic Beverages category. Chivas Regal, Absolut Vodka, Martell Cognac, The Glenlivet single malt whiskey is few of the most famous brands around the world. • Responsible for all Modern Trade strategies, accountable for investment matrix, avoiding any risk for budget overlapping (no trade activities/activations will live at the same time as discount periods) • In charge of coordinating investment matrix with Modern Trade Director, align budget increase requests based on Volume Objectives, investment planning and new business opportunities. ($8MUSD) • Responsible for leading a team of more than 250 members and overhead budget allocation based on Corporate strategies - priorities. R

HEAD OF SHOPPER MARKETING STRATEGY SSS AND NATIONAL RETAIL OPERATIONS

Pernod Ricard

Jul 2017 - Mar 2018 (9 months)

Pernod Ricard is the World's second largest player for Alcoholic Beverages category. Chivas Regal, Absolut Vodka, Martell Cognac, The Glenlivet single malt whiskey is few of the most famous brands around the world. • Responsible for all Modern Trade strategies, accountable for investment matrix, avoiding any risk for budget overlapping (no trade activities/activations will live at the same time as discount periods) • In charge of coordinating investment matrix with Modern Trade Director, align budget increase requests based on Volume Objectives, investment planning and new business opportunities. ($8MUSD) • Responsible for leading a team of more than 250 members and overhead budget allocation based on Corporate strategies - priorities. R

HEAD OF SHOPPER MARKETING STRATEGY SSS AND NATIONAL RETAIL OPERATIONS

Pernod Ricard

Jul 2017 - Mar 2018 (9 months)

Pernod Ricard is the World's second largest player for Alcoholic Beverages category. Chivas Regal, Absolut Vodka, Martell Cognac, The Glenlivet single malt whiskey is few of the most famous brands around the world. • Responsible for all Modern Trade strategies, accountable for investment matrix, avoiding any risk for budget overlapping (no trade activities/activations will live at the same time as discount periods) • In charge of coordinating investment matrix with Modern Trade Director, align budget increase requests based on Volume Objectives, investment planning and new business opportunities. ($8MUSD) • Responsible for leading a team of more than 250 members and overhead budget allocation based on Corporate strategies - priorities. R

NATIONAL RETAIL OPERATIONS MANAGER

Pernod Ricard

Sep 2012 - Jun 2017 (4 years 10 months)

• Responsible for defining and implementing POS service strategy across all Sales channels. This strategy was designed and implemented based on Marginal Contribution impact. • In charge of leading a team of more than 200 members and defining daily work routines for all Retail Operations positions. Training content developed with a specific objective: Brand Education • Defined and implemented execution metrics as well as implementing a solid in store execution evaluation platform. This new process required a Project Management approach • Identify and Capitalize a new business development opportunity for Ultra-Premium and Prestige portfolio. Presented and negotiated with VP's Committee an additional investment budget to implement Fuerza El

NATIONAL RETAIL OPERATIONS MANAGER

Pernod Ricard

Sep 2012 - Jun 2017 (4 years 10 months)

• Responsible for defining and implementing POS service strategy across all Sales channels. This strategy was designed and implemented based on Marginal Contribution impact. • In charge of leading a team of more than 200 members and defining daily work routines for all Retail Operations positions. Training content developed with a specific objective: Brand Education • Defined and implemented execution metrics as well as implementing a solid in store execution evaluation platform. This new process required a Project Management approach • Identify and Capitalize a new business development opportunity for Ultra-Premium and Prestige portfolio. Presented and negotiated with VP's Committee an additional investment budget to implement Fuerza El

NATIONAL RETAIL OPERATIONS MANAGER

Pernod Ricard

Sep 2012 - Jun 2017 (4 years 10 months)

• Responsible for defining and implementing POS service strategy across all Sales channels. This strategy was designed and implemented based on Marginal Contribution impact. • In charge of leading a team of more than 200 members and defining daily work routines for all Retail Operations positions. Training content developed with a specific objective: Brand Education • Defined and implemented execution metrics as well as implementing a solid in store execution evaluation platform. This new process required a Project Management approach • Identify and Capitalize a new business development opportunity for Ultra-Premium and Prestige portfolio. Presented and negotiated with VP's Committee an additional investment budget to implement Fuerza El

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GENERAL MANAGER

ORAL E GROUP

Feb 2011 - Sep 2012 (1 year 8 months)

Oral E Group is a Promotional Marketing company focused on hiring and training POS personnel for specific brand activations and developing Brand communication materials (2nd placement visibility). • Responsible for complete P&L results (total business results). • Ultimate responsible for correct execution of all brand activations, • Day to day responsibilities involved payroll, negotiating extra budgets with board members • Improved business results by attracting and retaining new clients as well as expanding existing business partners with additional services. • Value growth represented of more than $250,000 USD on a yearly basis

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COMMERCIAL OPERATIONS MANAGER, STORECHECK

Mom & Pop stores

Aug 2009 - 2011 (1 year 6 months)

Storecheck is a pioneering Mexican company developing ad-hoc tech platforms to evaluate and analyze execution indicators at POS • Responsible for standardizing data collection processes for all internal and external users • In charge of training external users and auditing execution data in order to assure information reliability • Helped develop "Tienda Pro" platform, being of the first vendor providing sell out information from small family business (Mom & Pop stores). • Improved service contracts (new and existing clients) based on Business Reviews explaining how to potentialize POS information, detecting execution gaps, areas and clients to focus on

DIVISIONAL SALES MANAGER, PHILIP MORRIS INTERNATIONAL

ABR

2008 - May 2009 (1 year 5 months)

PMI is World's leading Tobacco Company. Marlboro, Benson & Hedges, Delicados and Faros are Mexico's Top household names. • Identified consumption habits within the region, adjusting Brand portfolio offering for a increased sell out results, reduced product returns and eliminating shrinkage. • Yearly results represented +$4 MUSD on additional sales based on accurate account management, Distributors outstanding performance (larger distribution routes, increasing, improving drop size) • Responsible for Brand training/education to all 5000 clients within the region. • In charge of identifying, training and developing regional partners as Regional Distributors. • 2 team members promoted to higher business impact responsibilities.

SALES OPERATIONS MANAGER

Mars, Incorporated

Jun 2007 - Mar 2008 (10 months)

Mars is leader for pet care and snacks products categories. Pedigree, Whiskas, M&M and Snickers are just some Top of Mind brands. • Responsible for adding value to Go to Market strategy by aligning and properly communicating to all +500 team members • Developed and implemented Brand execution guidelines across different sales channels • Responsible for all Sales' Team training programs, based on Mars University program

SALES OPERATIONS MANAGER

Mars, Incorporated

Jun 2007 - Mar 2008 (10 months)

Mars is leader for pet care and snacks products categories. Pedigree, Whiskas, M&M and Snickers are just some Top of Mind brands. • Responsible for adding value to Go to Market strategy by aligning and properly communicating to all +500 team members • Developed and implemented Brand execution guidelines across different sales channels • Responsible for all Sales' Team training programs, based on Mars University program

SALES OPERATIONS MANAGER

Mars, Incorporated

Jun 2007 - Mar 2008 (10 months)

Mars is leader for pet care and snacks products categories. Pedigree, Whiskas, M&M and Snickers are just some Top of Mind brands. • Responsible for adding value to Go to Market strategy by aligning and properly communicating to all +500 team members • Developed and implemented Brand execution guidelines across different sales channels • Responsible for all Sales' Team training programs, based on Mars University program

TRADE MARKETING OPERATIONS MANAGER

Kellogg Company

Feb 1996 - May 2007 (11 years 4 months)

Kellogg is a World's leading breakfast Company offering a variety of healthy options: cereals, snack bars, frozen food, etc. Last position Trade Marketing Retail Operations Manager, career in Sales department with different responsibilities ranging from Sales Representative, Sales Technology executive, Regional Sales Manager. • Responsible for managing a team of more than 1500 members, focused on executing all Brands' initiatives by leveraging shelf space negotiations, shelf space management. Trade Investment budget worth $100MUSD. • In charge of developing and implementing promotional activities for Wholesaler's clients based on Shopper - Consumer habits. • In store execution represented a +8.5bps increase on active inventory figures (

TRADE MARKETING OPERATIONS MANAGER

Kellogg Company

Feb 1996 - May 2007 (11 years 4 months)

Kellogg is a World's leading breakfast Company offering a variety of healthy options: cereals, snack bars, frozen food, etc. Last position Trade Marketing Retail Operations Manager, career in Sales department with different responsibilities ranging from Sales Representative, Sales Technology executive, Regional Sales Manager. • Responsible for managing a team of more than 1500 members, focused on executing all Brands' initiatives by leveraging shelf space negotiations, shelf space management. Trade Investment budget worth $100MUSD. • In charge of developing and implementing promotional activities for Wholesaler's clients based on Shopper - Consumer habits. • In store execution represented a +8.5bps increase on active inventory figures (

TRADE MARKETING OPERATIONS MANAGER

Kellogg Company

Feb 1996 - May 2007 (11 years 4 months)

Kellogg is a World's leading breakfast Company offering a variety of healthy options: cereals, snack bars, frozen food, etc. Last position Trade Marketing Retail Operations Manager, career in Sales department with different responsibilities ranging from Sales Representative, Sales Technology executive, Regional Sales Manager. • Responsible for managing a team of more than 1500 members, focused on executing all Brands' initiatives by leveraging shelf space negotiations, shelf space management. Trade Investment budget worth $100MUSD. • In charge of developing and implementing promotional activities for Wholesaler's clients based on Shopper - Consumer habits. • In store execution represented a +8.5bps increase on active inventory figures (

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