Karim Amazit

Board member – direct report CEO, Founder Marketing & Communication: − Definition and implementation of the global marketing communication and digital group strategy. − Creation of the operational marketing plan omnichannel group. Licences management. − Segmentation of the product offer, market analysis and capsule proposition/brief (Teddy Smith). − Creation of the new brand image and communication for Teddy Smith and School Rag (AD, production and creative content ON-OFF. − Management of the marketing and communication group budget (12M) and media plan (3.5M). Digital & E-commerce : − Management of the Business Unit, implementation of the digital strategy (run/built) 2022-2024. (Emakina-OSF). − Launch of the marketplaces Amazon, La Redoute, Zalando, Spartoo ( Neteven- ShoppingFeed). − Set up and launch of the new Ecommerce platforms Teddy Smith-School Rag – CMS Salesforce. − Create and build the digital content strategy. Partnerships management and agencies. − Drive of the SEO-SEA, CRM, acquisition, growth, leads, SMA, and social media strategy. − Introduction and creation of the organisational processes and KPIS objectives. Ecommerce logistic management team. Manager of a passionate team: 12 people (marketing-digital) and 15 people (ecommerce warehouse). Recruitment 4 talents.

Board member– direct report Western Europe Director SAFILO : Eyewear creator and manufacturer since 1878. Second largest eyewear group worldwide. Present in 70 countries with more than 20 eyewear brands (Dior, Fendi, Boss, Isabel Marant, Levi's, Tommy Hilfiger, Carrera). Strategic and products marketing: − Develop and adapt marketing plans and brands Go-to-Market strategies for France and Benelux. − Inputs and participation to the products eyewear collections: Isabel Marant, Levis, Marc Jacobs and Carrera. − In charge of the marketing brand strategy for National Key Accounts France and Benelux (Krys, Affelou, O2000, Hans Anders). − Market performances analysis, definition of the marketing KPIs, management of the marketing and trade marketing budget (9.5M). Operational marketing: − Brief of the advertising eyewear creative contents and trade marketing supports. − Directly in charge of the Dior eyewear visibility for France and Benelux (2014-2020). − CRM B2B management (platform You&Safilo).B2B marketing supports and consumers insights. − Education/training/Storytelling: Responsible for the brand training plan for France and Benelux, creation of training supports. Digital: − In charge of the Safilo digital implementation plan for France and Benelux. B2B2C approach. − Creative digital contents, social media ads, Influence end media partnerships, leads, SEO contents Communication et event: − Responsible for the Safilo France brand and corporate communication. Management of the PR agency, media partnership, CSR & Sustainability. − Event et Hospitality: Sales meeting 150- 250 pax, Silmo Paris. Management: 10 talents (VM and trade marketing), agencies and freelancers.

− Responsible for the Safilo brand visibility, VM and marketing sales actions on all the channels. − Develop and adapt Visual merchandising guidelines. − In charge of all the training programs (clients, sales teams, maisons de mode). − Creation of the marketing sales tools for POS and opticians (catalogue, sell-in and sell out supports). − Build and drive the shop in shop and corners plan for all the Safilo brands. Showroom identity. − Products launch and set up of in-store events (Dior, Marc Jacobs, Carrera, Tommy Hilfiger, Havaianas). − Management: 5 visual merchandiser, 25 freelancers, recruitment.

Apparel, footwear and accesoizize – Direct report: Marketing Director Feb 2011– Nov 2013 − Responsible for the brand identity and Le Coq Sportif trade expressions in store (omnichannel). − Define and implement the international trade marketing strategy. Identify the key international projects. − Participation in the launch of the category and define the main trade marketing « key stories and products ». − Elaborate and propose the international retail animation plan. − Coordinate and animate local Trade marketing plans (France, Italy, Iberia, Uk, export) − Develop all the communication and trade supports (POP, trade creative contents, sell-in and sell-out tools). − In charge of the trade creative content and ecommerce visuals. − Management of the international trade marketing budget and local subsidiaries allocations, − Directly in charge of the store retail and showroom identity concept .Flag ships store opening plan (Milan, London, Barcelona). − Management: 3 talents, indirect report of the 5 local marketing manager, internal Le Coq sportif creative cell.

Women Ready to wear- Direct report au directeur marketing-communication − Brand positioning and international communication coordination (50 countries) in collaboration with the marketing director. − Drive and follow the international marketing action plan and media plan (2M budget) − Involved in the creation of the advertising campaigns and France media plan. In charge of the licences images and licences media plan budget. − Responsible for the licences trade marketing and communication tools (catalogues, POP, packaging, events) − Store opening events, partnerships and management of the licences RP agency. − Adaptation of the Morgan window scheme plan and creation of local operation. Commercial operations and GWP. − Involved in the brand platform reflexion and brand positioning. − Management of the international communication budget for export and licences.