Massimo Martino

Responsibilities Defined and executed the Disposal and Dismiss Strategy as from Mr. Thomas Bata assignments in Switzerland and restructuring Spain Company. Turnaround business and design rebuild strategy for the Swiss Company after many years of loss. Developed E-Commerce Growth strategy Switzerland & Spain from scratch. Introduced new capabilities, shared best practice, across functional digital initiatives. Optimized cross channel synergy and focus on Customers, launched CRM program. Achievements -Avoided Bankruptcy for Swiss Company. -Company Break even after years of heavy loss. -Restarted Store Opening and business development, brick & mortar, B2B. -Built new in Store Customer Experience training program. -Defined pre and main Collection giving new Brand position in the market (focus on quality product). -Product life cycle and assortment management. -Managed and secured retail growth. -Efficiency product life cycle and assortment management. -Ebit Progression in 2016: 14 Mil chf, Sales + 3% Like for Like; Gross Margin + 700 bps lfl, sell out 98%, Shrinkage -0,2%

Responsibilities I was responsible for setting-up retail operations within VF's Sportswear Coalition, recruiting a cross-functional team including Directors and Heads of Function. Executed retail operational excellence and management strategies to drive business expansion. Direct accountability for retail profit and loss of geographical area (EMEA). Brands included 7 For All Mankind, Napapijri, Kipling and Eastpak. I also provided consultancy services to new Brand acquisition Timberland. Achievements -Increased Store portfolio from 30 to 117 O&O stores in 4 years. -Grew 7FAM from 1 x Full-Price Store to 40 in 3 years and 47 x Full Price and Outlet Stores in 4 years. Managed 7FAM as premium Brand in a mix of Outdoor and street Brands. -Created Centre of Excellence, developing operational toolkits, best practice and KPI benchmarks. -Transformed Napapijri existing outlets from a disposal channel to a profit Centre. -Developed and prototyped global service strategy for Kipling, rolled-out in UK, Asia, and USA. -Recruited team cross functions in headquarter and world class store talent teams to deliver excellence in human experience. -Reorganized product cycle and allocation to stores from pull to push. -Produced Smu collection for Outlet. -Reconfigure Business Intelligence tools.

Responsibilities I led the retail Puma Business transformation from wholesale approach to a vertical Retail Culture. Built the entire retail organization from scratch, starting from Country level (Italy) and rolled out to South Europe. Recruited team in a head office cross function and Store Teams. Developed store portfolio. Managed matrix organization based on O&O stores (full price and outlet) shop in shop, franchising and e-com. Full accountable for P&L. Several project among which Volvo Ocean Race Puma retail. Achievements -Developed store portfolio from 5 stores to 80 in 4 years full price, outlet, shop in shop -Recruited and trained team cross country, in all depts. and stores. -Launched new Customer Experience training program "Be Nice". -Regular assessments, introduced merit increase and incentive programs. -Developed and monitored yearly budgets and KPIs. -Identified market trends and implemented best practices. -Best Region awards for sales and kpi's Globally. -Italian Talent People promoted to Global Role in different depts. (product, marketing, VM) ensuring effective succession plans.

Responsibilities: Managed all aspects of store operations, customer experience, team training. loss & prevention, real estate, financial, marketing management and business development. Increased market presence through an in-depth market analysis and implemented strategies ensuring the execution of the corporate strategy at Regional and Country level. Full accountability for P&L. Definition of a 3 years business plan to maximize productivity, profitability and Customer satisfaction for 210 Stores O&O. Achievements -Trained and developed 10 District Managers -constant monitoring of the People Development Program. -Led Store training programs cross countries -Opened 50 stores ahead of time and below budget. -Double digit gain YoY, TURNOVER 250 € M. -Yearly profit double digit, shrinkage -0,2% .

Responsibilities Managed operational functions across Country; responsible to recruit, train and develop store Teams. Lead team to achieve sales and kpi's goals, kept wages under control according with Corporate goals. Full accountability for P&L. Delivered excellent Customer Experience. Planned and managed the lifecycle of store openings, performing market analysis. Delivered weekly feedback to European buyer team. Preparation and analysis of sales and KPI reports. Achievements -Opened 45 stores -Trained and promoted 50 store managers and 25 assistants. -Create and implemented operational tools and process. -District managers of the year 2002. -Comp. gain double digit yoy, district profit 19% shrinkage -0.2% .

Experience gained from Store Management and Manager Trainer roles across Italy Achievements -Multiple award winner (Best Comp Sales, Best Profit, best shrinkage, best wages control, Best succession plan, best Mystery Shopping result). -Manager of the year 1997, 1998, 2000. -Full details on request.

Responsibilities Responsible for setting and achieving the yearly budget plans. Drive the Company strategy in a Omnichannel direction and accelerate the digital transformation. Develop management and store Teams through specific training programs and reshape the territory organization focusing on two separate unit business, franchising and O&O stores. Implement retail excellence Customer Experience culture for 350 Stores (franchising and owned & operated). Led the Company in/out lockdown Covid-19 period. Full accountability for P&L. Achievements -Sales like for like ytd 2021 Sept -1.9% (vs 2019). -Increased CR by 200 base pts with uplift of 14.4 m in sales. -Aggressive cost control strategy in order to reduce the physiological loss due to Covid-19. -Develop PDP program. -Store staff training program developed and rolled out across the brand -Reorganized policy & procedures for all depts. -Balanced store portfolio with closure of loss makers and new strategic openings. -Strategic alignment, product range cohesiveness and innovation. -Reviewed all store allocation process & new Store Clustering. -Implemented new Dash Boards and BI reports. -Structured E-com business, increasing sales by 70% YOY.