Daniel Alejandro Montoya Jiménez Email and Phone Number

Develop and implement the business model for Financial Services for OXXO Americas & Mobility: Brazil, Chile, Colombia, Peru, USA and within OXXO Gas

Speaker and lecturer regarding Leadership/change/innovation for more than 20 institutionsInstituto de Contadores Públicos de Nuevo León, Daltas, FEMSA, CEDIM, Universidad del Valle de México, ITESM, Grupos San Jerónimo, MJC, Éxodo, Él Vive, Internados de Señoritas, ITESM Sta. Catarina, UDEM Unidad San Pedro y Bachillerato Técnico, Grupo Schoenstatt, Preparatoria CUM, Apostolado de la Cruz, Grupo Serenti, Grupo de Quinceañeras de San Jerónimo, entre otros.

- Establishment of the Integration Management Office (IMO), responsible for integrating the businesses acquired into D@F.- Approve the incorporation process of companies acquired via M&A: Diiki, Vonus+, NetPay and Proyecto “Chile”.- Merger of NetPay (the largest of the acquisitions) with the Payments Department at D@F.- Control over Data and Analytics projects for the department. - Authorization of business cases for new projects.- Ensure the transformation of the department into a Data-Centric team.- Implementation of commercial diligence models supported by data.- Define the new B2B sales channels and their respective business model.- Approve (through my team) quotes for new contracts with new merchants (our clients).- Lead Ecosystem projects (where 2 or more directions are involved to create a value proposition).

• Creation of an operating and logistics model for on-demand deliveries (micro-fulfillment centers, call center and control center, geographic expansion to all of Monterrey and the metropolitan area).• Agreements and alliances with logistics providers with a differentiated and unique model in Mexico.• National co-deployment of OXXO Premia (with proven results in membership and incremental sales).• Bill Payments as a Service (BPaaS) - OXXO’s Bill Payments Spin-off to create a differentiated business model integrated with Spin by OXXO, Spin PREMIA, Pharmacies and a continuous funnel.• Creation of check-out & implementation of card-not-present payment systems and their cybersecurity models.

- Design of the vision and Digital Transformation plan for OXXO - Determine the governance model to unify the Digital Value Proposition at OXXO (there were more than 11 unconnected apps and in different productive stages in more than 7 areas of the company).- Control the roadmaps of digital solutions in all areas of OXXO.- Lead multi-disciplinary teams to launch miOXXO.- Co-development of OXXO Live (streaming platform) as a engagement & sales model during the Pandemic.- Implementation of Customer Identity & Access Management to unify the OXXO User into a single profile.- Design and development (in collaboration with Marketing) of the OXXO Premia Loyalty program.

- Creation of the OXXO Innovation Office. * Implementation of “Desirability Test” as part of the Central Project Office’s (OPOXXO) workflow. * Training of project leaders on innovation methodologies: Human-centered-design, UX Design, Customer journey map, among others.- Coordination of desirability tests under the Beta Store project.- Creation and launch of OXXOPay (#1 offline-to-online payment method in Mexico).- Functional Leader of Conekta's Equity analysis, negotiation and equity acquisition.- Analysis of new businesses and potential partners to invest

- Portfolio management of projects, suppliers and commercial alliances.- Validation of Business Cases to authorize or reject projects.- Industry research and analysis (MVNO, niche bank, mobile payments, etc.).- Forecasts, financial indicators and monitoring of KPIs.- Responsible for the planning process with regional offices.

- Design and deployment of Correspondent Banking for OXXO (Banks’ Deposits).- Negotiation and launch of 5 banks under a correspondent model. * BBVA, Banamex, Santander, Scotiabank, Inbursa y pre-agreement with Banorte- CNBV and Bank of Mexico’s approval of the strategic business plan.- Bank audit manager.- Becomimg the #1 correspondent banking service in Mexico.- Co-development of financial product “Saldazo”.

- Water and sanitation project leader.- International institutional alliances.- Execution of the “Ven por Agua” disaster response program.- Implementation of economic impact evaluation methodology for social projects.- Relationship with authorities.

- Establishment of the OXXO pricing team.- Deployment of the OXXO’s “Integral Merchandising System” (SIV 1.0) project.- Product Owner of the Integral Pricing System (SIPRE V 2.0) OXXO.- Redefinition of marketing roles in Regional Offices (Plazas).

- Definition and deployment of the Price Rules project in OXXO (national pricing centralization).- Creation of monitoring tools and price changes systems (SIPRE V 1.0).- Statistical analysis to define price bands and types of price regulation.

Funciones:-Responsable for the statistics and data bases for Loss Preventios Department- Creation and operation of data bases and reports- Statistical analysis of in-store security equipment - Statistical analysis and forecast of loss prevention- Dataresearch