Aaron Strickler Email and Phone Number

Oversee a comprehensive downstream marketing strategy for Primary Knees inclusive of messaging, customer and sales engagement, training and pricing. Serve as the primary onboarding contact for all new team members and the sponsor for 3 surgeon consultants. Manage additional business needs such as forecasting, PLCM and EUMDR compliance. • 2023 Performance Excellence Award winner• Leading high double-digit growth on $1.5 billion dollar Primary knee portfolio after delivering similar increases in the past 2 years

• Managed and executed marketing strategies for Triathlon, X3 and Simplex helping to achieve +8% knee growth on Triathlon brand• Led a dedicated team of 5 cross-functional colleagues to create and execute a robust Triathlon AS-1 commercialization plan including all targeting, positioning, medical education events, packaging and clinical study plan that has led to 50% competitive utilization.• Built a new virtual sales education curriculum and materials to adapt to COVID travel restrictions while ensuring over 1,500 sales representatives become product experts.• Identified and escalated a $6 Million per year COGS reduction opportunity for Simplex product line.• Introduced a dynamic, consolidated surgical protocol that streamlines all future regulatory updates from nine separate initiatives to one. Reduced page volume by 50%, making it more customer friendly, while maintaining all relevant content.• Significantly expanded bone cement year-end analysis by adding product mix trends, pricing analysis and category evolution leading to actionable insights that improved future brand strategies.•

• Developed and executed all long and short term plans for the Bonne Maman, Felix, and McCann’s brands including annual brand plans, budgets and trade plans, as well as monthly sku-level forecasting, sales analysis, and retailer and client review presentations.• Drove Bonne Maman brand to $62MM (+17%) in 2017 and currently on pace to reach $71MM (+14%) in 2018 in a flat category.o Doubled distribution at Walmart to 8 items, leading to + 67% growth by proposing a cost efficient sku assortment allowing for World Finer Foods to meet Walmart pricing requirement.• Successfully launched Bonne Maman Intense in April 2018 by surpassing distribution goals and applying meaningful support at key customers to exceed original forecast of $400K by 3.5x to reach a projected $1.5MM in 2018.o Established a new company standard for sell-in by creating customer priority tiers to ensure maximum market exposure despite limited slotting budget of $250k- achieving placement at Whole Foods, Target, Publix, Kroger, Sprouts, and Albertson’s Safeway in the first 6 months.o Generated fact-based selling presentations for each customer, highlighting strong brand growth and best-in-category consumer repeat purchase.• Implemented new trade process for Bonne Maman, McCann’s and Felix, while right-sizing distributor spend to provide better visibility and reduce annual overspend by at least 10%. Led efforts to develop a standard template that will be used for all WFF brands moving forward in 2019.• Brought clarity to existing Felix portfolio, recommending a new strategic launch for 2019 and refocused marketing spend to key existing regional accounts in order to drive incremental growth and achieve new break-through programming.

• Re-launched Alouette Le Bon Dips on 3 month timeline after identifying key weaknesses of prior launch, growing velocity +215% vs prior product.o Created a Shop-a-long study with consumers in-store to identify issues with visibility, product communication, etc. and headed an interdepartmental team to resolve the findings.• Researched, developed, and launched four new flavors for Alouette Spreadable Cheese product line- adding incremental revenue of +$3.4MM (+10%) in 2014, after declines of -12% in 2013.• Led two major breakthrough innovation projects for launch in 2018, including exploratory consumer focus groups and full concept development.• Was responsible for the development and execution of the annual marketing plan and budget for Alouette Innovation including advertising, social, PR, and all activities to support new products.• Analyzed key market trends and competitive activity and provided fact-based recommendations to upper management using both internal and external data sources. • Developed and managed all new product P&L’s and forecasts.

• Solely develop and manage all marketing strategies and tactics for several key business segments including the Boboli pizza crust brand, rye breads, and dry products. Current combined yearly revenue exceeds $128MM.o Most recent rye bread promotion drove a 13.5% increase in sales and doubled the unit volume lift of 2011.o Reinvigorated the Levy’s and Arnold Rye brands through packaging, quality, innovation, and improved sales execution.• Lead cross-functional teams consisting of Sales, Marketing, R&D, IT, Procurement, Regulatory, Finance and Agency partners to direct new product launches, quality and cost improvement initiatives, and special projects.o Launched 5 new products in January 2012, 4 of which significantly exceeded predetermined sales hurdles.o Assembled and led team in July 2010 to accomplish delivery of a new product packaging in less than 12 hours to bakery after an unrelated occurrence halted expected shipment through standard channels. Efforts resulted in on-time arrival of product to Sam’s Club.• Research and evaluate internal/external category, brand, and market data to provide insight on future and past marketing promotions; then execute programs based on analytical findings.• Prepare quarterly progress/ planning presentations for Senior Management by comparing past statistics vs. expected benchmarks and building campaigns to maintain or increase portfolio performance.• Plan and maintain budgets for Arnold, Brownberry, Oroweat, and Boboli brands by submitting yearly proposals and adjusting program funds according to current and future marketing initiatives. Total budget equals $15.5MM• Key Achievements: grew Levy’s rye breads +$3.8MM in 2011, moved dry product production in-house for an estimated $2MM in cost savings in 2012, initiated greater Boboli sales in Costco resulting in additional weekly sales of $120K in 2012.

• Executed marketing campaigns and new product packaging graphics. Key responsibilities included: agency briefing, creative review, and legal submissions. Most recent promotion resulted in a record 4,702 displays ordered.• Managed and integrated multiple agencies to deliver seasonal consumer promotion campaigns, which tapped into emerging consumer trends.• Created new product sales presentations and coordinated sales samples for grocery buyers.• Pulled promotional and new product tracking sales reports from internal database.• Developed online consumer feedback mechanisms to better understand sales performance, consumer acceptance, and monitor quality.