Lorena Rodriguez B.

Leadership of the regional strategy for Trade Marketing, Brand Experience, and Events for Latin America and the Caribbean, aligning commercial objectives, marketing, and brand positioning. Design and execution of tactical marketing plans and 360° activations (BTL, PR events, launches, corporate events) with a focus on visibility, engagement, and conversion. Integration of branding, storytelling, and brand experience in events and physical materials, ensuring consistency with the global marketing strategy. E2E coordination of corporate events and launches, from creative conceptualization to final execution. Management of creative agencies, BTL, and suppliers, ensuring quality, timing, and strategic alignment. Administration and optimization of regional budgets, achieving efficiency in marketing investment. Development of POP material, executive gifts, and brand assets as part of the marketing ecosystem. Internal consulting, translating marketing and sales objectives into brand experiences.

Responsible for local brand development and execution of trade marketing projects and visual activities related to assigned accounts, oversees production for in-store and window customization to enhance brand visibility and identity awareness, as well as contribute to increased sell-out growth in accordance with both Brand Identity and visibility guidelines, while respecting the service and cost objectives defined for Mexico, Latin America and the Caribbean. Brands: Carrera, Polaroid, Carolina Herrera, David Beckham, Tommy Hilfiger, Boss Group, Levi's, Moschino, Love Moschino, Missoni, Under Armour. Roles and responsibilities: •Support in the implementation and execution of the approved trade marketing project plan. •Manage visual orders for reimaging and customizations in accordance with approved allocation to gain visibility at POS within budget targets. •Provide trainings and coaching to store staff to ensure brand visibility and brand DNA. •Build strong relationships, collaborate and communicate effectively with all colleagues to encourage information flow and ensure commitment and awareness of those involved in the processes managed to meet objectives. •Manage events (Buying Days) for clients in Mexico, Miami and Italy; accommodation, transportation, catering, dinners. Achievements: •Correct budget and POP management and cost efficiency. •Highly successful and profitable events in Mexico, Miami and Italy. •Improved and increased instore visibility and trade marketing execution plans in short time with key customers and gained window soace to showcase Safilo´s brands in Mexico, Latin America and the Caribbean following the guidelines of the different brands. •Correctly execution window visibilities on prime moments with different customers like Mother´s day, Father´s day, Back to School.

Responsible for the point of sale strategy in the area of telephony, tablets and wearables for Samsung, carrying out general projects of equipment launches nationwide, as well as coordinating maintenance, special projects, planograms, store openings. Reviewing the correct display, ensuring POS execution based on global brand guidelines, as well as driving consumption and sales, improving product rotation at the POS, planning and coordinating promotions and brand launches, merchandising and branding design and development. Roles and responsibilities: • Display maintenance. • POS displays (POP/HARD MATERIALS). • Coordination of simultaneous implementations. • Development of materials and proposals. • Monthly and annual budget management. • Position and maintain the brand in the different chains, through a POS display aligned to the sell out. • Display strategy for SAMSUNG stores. • Generation, execution and supervision of the Visual Merchandising plan for launches, seasonal and special projects. • Control and optimization of resources used for display (light boxes, POP, HQ materials, local productions). • Consistency of display in all POS according to chain. • Autonomy and decision making and interaction with different areas. • Negotiation skills. • Opening of new SES (Samsung Experience Store). Achievements: • 100% implementations on pre-sale date. • 100% ready to operate.

Responsible for the strategy at the POS through the correct display, ensuring the execution of POS based on the global guidelines of the brand, as well as boosting consumption and sales, improving product turnover in the POS, planning and coordinating brand promotions and launches, design and development of merchandising and branding. Roles and responsibilities: • Direction and supervision of the delivery of graphics, furniture and perimeters in supplier handheld POS, review finishes, lighting, colors, symmetry, etc. • Management of approximately 1500 POS nationwide; Liverpool, Sanborns, Sears, Walmart, Costco, Suburbia, Coppel and Sam's. • Training to POS staff and my team. • Constant visits to review the implementation of the POS. • Experience in design (promotions and display in Retail/BTL channel), supervision and support in events. • Visual communication in department stores: space analysis, marketing and commercial exhibition. • Negotiation of spaces for the correct display of the brand. • Performing creative exhibitions hand in hand with global guidelines in order to benefit sales all year round. • Preparation and analysis of reports. • Development of plan and strategy for the launch of new products. • Manage the annual budget of DISPLAY. Achievements: • 2020: in 2 months I implemented 4 corners and 50 exhibitions, raising the market share to 10%. • All maintenance incidents were corrected. • Increased productivity of store visits by 30%.

Responsible for the creation and management of the Visual merchandising area of all brands such as; Converse, Caterpillar, Umbro, Merrell, Hi-Tec, Steve Madden, Cole Haan, Havaianas, Saucony, Magnum, Bates, Wolverine, High Sierra, Elle Hammer and the Multibrand Coliseum store. Roles and responsibilities: • Management of the visual merchandising of 47 stores and 280 corners nationwide. • Monitor and review delivery of stores, corners and SIS. • Supervision, management and implementation of 45 POS. • Leader of the definition of the VM strategy for the brand portfolio. • Analysis of the trend, styling, collections and decoration. • Development of annual planning, providing support and supervision to the optimal execution of plans and projects based on the objectives, global guidelines and needs of each brand. • Constant training for POS staff and my team. • Constant negotiation with the different brands to tropicalize the product in Peru. • Implementation of the showrooms of each brand for the correct presentation of the new seasons to the different customers. • Development of internal processes for different requests to the area. Achievements: • Increase of 36% over the annual sales margin. • Improvement of showcases and marketing based on workshops to VM staff and stores.

Responsible for the communication, supervision and implementation of guidelines between the Adidas brand and the Visual Merchandising team. Roles and responsibilities: • Manage routes to the different points of sale, requirement of materials, training, information raising and control of the display guidelines of the VM equipment. • Coordinate the assembly and display of campaigns and ensure the correct distribution of POP material. • Control and management of the travel budget for the VM team to the province. • Evaluation of the VM team using KPI indexes. • Plug and Play diagramming in corner openings. Achievements: • First place of the Brand Retail Standards competition at the regional level. • Responsible for the opening of corners in Oeschle, Ripley, Paris and Saga Falabella. Responsible for BTL productions for the agency's clients such as; Adidas, Sony Electronics, Sony Mobile, Under Armour, Entel, PlayStation, GE Lighting, BMW and Derco. Functions: • Supervision and approval of creative proposals and strategies. • Supervision, approval and execution of furniture design, corners, props, installations in general. • Maintenance and expansion of supplier and customer platform. • Constant communication through reports and reports to clients. Achievements: • 19% increase over the annual sales margin. • Efficient optimization of budget management.

Responsible for the planning and execution of the institutional visual merchandising plan according to the established guidelines of the brand and exhibition and visual presentation of the product, color techniques, modulation and execution of directives, maximization of spaces and installation of showcases and special collections. Roles and responsibilities: • Preparation of sales and product reports and reports to the Matrix (USA). • Demand analysis related to market trends. • Market and demand analysis, pricing, promotions and discounts. • Maximize visual and sales impact through efficient organization of fixtures, floor to ceiling and mannequins. • Coordinate the assembly of collections and exhibition of the store and ensure the correct distribution of POP material. • Analysis of the retail, fashion and FMCG industries • Sales analysis according to the image and design strategies of the display cases. • Supervision and approval of the design of furniture and corners according to the parameters of the brand. • Operational budget control and sales schedules. • Development of special exhibits in order to increase the flow of the store. • Training of the POS team at the visual level merchandising. Achievements: • Responsible for the opening of Forever 21 – Real Plaza Salaverry Shopping Center. • Leaders in first quarter sales at the regional level.

Responsible for the annual budget of visual merchandising of the different brands, facelifting and equipment of the different commercial centers of the corporation. Roles and responsibilities: • Conduct inspections at the critical points of the malls to identify areas of improvement. • Planning and execution of the thematic visual merchandising for festivities and calendar year events. • Supervision, approval and execution of the design of furniture, corners, props, decoration, structures and installations in general. • Supervision and control of the operational budget of the visual merchandising area for each shopping center. • Creation of the design parameters manual for modules, small and medium-sized stores. • Analysis of competition in relation to architecture, decoration and Visual merchandising. Achievements: • Creation of the Christmas decoration for the opening of the shopping centre "La Rambla" – San Borja. • Improvement of the administrative space through the design and ambience of the offices. • Directed the mall Visual merchandising and image of the shopping centers of Chimbote, Chorrillos, Villa El Salvador, Chincha, Cañete and Barranca for the openings.

Responsible for the management of Visual Merchandising and decoration of display cases, display, corners and POP material. Roles and responsibilities: • Responsible for overseeing Visual Merchandising and decoration, including window displays, displays, corners, and POP materials administration. • Implemented institutional plans for annual campaigns and business events. Achievements: • Successfully managed the opening of 5 Ripley stores. (Ripley Callao, Asia, San Juan, Max in Minka and MegaPlaza.)