Cristina Garcia Loriente Email and Phone Number

Support the growth of brand adidas in LAM by providing infrastructure, mindset and capabilities toimplement global processes /templates. Build market specific processes to allowMarketing teams to increase efficientyKey responsibilities = • Led the ONE LAM project implementation in line with Global/Local initiative, optimizing our GTM Process• Standardized and simplified the LAM GTM processes that resulted in flawless Global Calendar campaign execution in Latin America (in collaboration with Supply Chain and Brand Activation Teams)• Drove Cross functional E2E seasonal calendar creation, defining key objectives and Deliverables across milestone to ensure timely sell-in preparation and execution across LAM.• Drove and streamlined Article Master data accuracy in RMA and SAP which ensured optimal sell-in readiness (Supporting CTC in the Range Architecture excellence within LAM) • Successfully developed and implemented the e-Catalogue Tool across LAM, reducing more than 150k Usd in printing cost.• Reduced LAM sample costs season after season by guaranteeing an efficient Sample Management Process• As Business process owner, successfully led the successful SAP implementation for the Marketing organization across Latin America. • Ensured RMA proficient usage across LAM, promoting change management vs. previous Ranging system• Built and led a strong Marketing Operations Team, developing and strengthening their functional expertise to ensure optimal GTM implementation

• Drove successful and efficient sell-in process through coordination of the different sales strategies (incl.TT reduction)• Led the creation of a standardized Calendar for all sales channels (KA, Field, Fashion and Specialist).• Led strategic projects within sales department and ensure their implementation. (i.e Allocation mgmt., e-tailing)• Built a harmonized KPI reporting across all sales channels, guaranteeing data accuracy. (SAP and BI)• Responsible for the IBP process within Sales department (Integrated Business Plan).• Ensured the success of the sell-out data exchange with key customers for strategic decision making

adiDirect Sales Manager• Responsible for implementing adiDirect sales model, achieving consecutive double-digit growth in the first 3 years.• Develop adiDirect customers enabling them to reach their maximal potential, increasing their average Net sales, year after year. (reinforcing the pre-order business and avoiding cancellations) • Lead adi-Direct and Tele-Sales Teams to achieve Net sales targets and ensure customer satisfactionSales Development:• Led the implementation of the Field Excellence Project in Iberia to ensure a more efficient sell in with Key players (Customer portfolio mapping, Accounts’ Strategic plans, Store audits…)• Coordinated the selection of strategic Top field doors to ensure proper campaign implementation while measuring and analyzing the results.• Drove the re-segmentation process of all Field Customers within 3 months, coordinating with Sales Force the completion of new Customer Segmentation Surveys. • Supported implementation and promoted optimal usage of Digital sell in tools, as WSP (Web Service Portal)• Built the official Field Reporting Package to facilitate the analysis of sales results and KPI’s (incl. key categories, top customers…)• Set up Strategic Targets for Field Sales managers and sales reps., monitoring and measuring the yearly results.

• Led the Marketing Planning process across the Region and integrate it into the Brand Strategic Business Plan.• Drove the GTM Process & strategies across LAM Serve ensuring the effective delivery of Brand strategies• Led efforts around Range segmentation ensuring consistency and the success of GTM strategies (differentiation…)• Optimized Range efficiency across Region, ensure Forecast Accuracy and maximize range overlap to comply with SBP Targets. (10% Range size reduction achieved and increased overlap across the Region)• Developed the LAM End to End Regional GTM calendar, establishing efficient operating rhythm to ensure its compliance. • Optimize Sample Process facilitating change management efforts around virtual sampling & sample cost reduction.• Built LAM Marketing operations team in LAM to efficiently lead GTM Process and deliver efficiency results

• Active part of LAM Management Team achieving outstanding results within a Region (7 Subsidiaries) which is under constant economical/political uncertainty. (+37% Sales vs. 2005)• Supported the Top Management Team in the Financial Target setting of Region Latin America.• Ensured the on-time and accurate delivery of Financial information (P&L, Balance Sheet…) from Region Latin America to Headquarters, providing constant coaching to the countries.• Drove KPI reporting within Marketing Area, supporting the strategic decision-making process, incl. Marketing working budget tracking on a project level.• Led the Controlling, Reporting and Monitoring of our own Retail business to ensure the profitability of our adidas stores (achieving 40% growth in 2006), as well as of our IT business following up the implementation of RBO retail project.• Guaranteed the successful control of our Regional Investments within a Capex budget of EUR 16 mio.

• Active part of Management Team achieving outstanding results within a Region (7 Subsidiaries) which is under constant economical/political uncertainty. (+37% Sales vs. 2005)• Supporting the Top Management Team in the Financial Target setting of Region Latin America.• Setting up the Controlling, Reporting and Monitoring of our own Retail business to ensure the profitability of our adidas stores (achieving 40% growth in 2006)• Setting up the Controlling, Reporting and Monitoring of our IT business, monitoring the implementation of RBO retail project.• Supervising the on-time and accurate delivery of Financial information (P&L, Balance Sheet…) from Region Latin America to Headquarters, providing constant coaching to the countries.• Financial support of the strategic decision making process in the Marketing area. Monitoring their Marketing Working Budget on a project level.• Guaranteeing the successful control of our Regional Investments within a Budget of EUR 16 mio.

• Ensuring the profitability of the BU through Target Costing, as well as the efficiency of International range.• Managing a seasonal range of more than 5.200 articles: FTW 500 art., App 4.100 art, and HDW 600 art.• Creating and monitoring the Euro 2004, World Cup 2006 Financial plan (Forecast and Sales reporting, Budget tracking…)• Reporting Sales, Forecast and profitability of global Football Symbols (Clubs, federations and players)• Managing a Football business in 2004 of more than 800 mio €, which represented a growth of more than 15%.

• Monitoring end to end article planning and reporting for the Business Unit (Range planning, Forecasting, Sales, Margin…) • Ensure the linkage of Strategic Business Plan and budgets in Range planning.• Supporting the BU on appropriate Coding, data consistency, policies and guidelines, range planning and transparency on Local production. • Supporting the harmonization of the European Football Range• Successfully managing an Overhead Budget of more than 3,2 mio €.

• Responsible for Budgeting, Opex & Capex Reporting, Forecasting, Business planning of the total HQ Finance and Executive Board area.• Create monthly and quarterly financial reports and ensure their on time and accurate submission.• Supervise an Overhead Budget of more than 30 mio € in 2003.