Daniel Velásquez Email & Phone Number

Bogotá, Distrito Capital, Colombia

Colombia

Led the eu$200MM B&W business innovation and brand-building funnel strategy for the B&W brands, which include (Dove, Pond´s, Savital, Sunsilk, eGo and Tresemme), this includes:• Develop the communication, commercial, and performance marketing strategies• Led innovation teams and squads to simplify, unify, and create efficiencies and savings working hand in hand with supply and R&D teams (3 PMs, supply, and strategic sourcing)• Deliver the P&L, SOM, Brand Health, and Profit targets for 6 leading brands in 3 Andean Countries• Develop the brand strategy and innovation funnel for Savital & eGo in the LaTam countries

Leading a eu$135M Hair and Face Care business in Colombia and Chile:• Define business strategy for B&W business unit for Colombia and Chile.• Responsible for working with commercial, finance, and supply teams to deliver performance results for both countries: Turnover, Gross Margin, Share of Marketing and Profit• Deliver a powerful innovation funnel and strategy for Savital/Savile & eGo (eu$217MM sales) from the brands in the geography footprint (Colombia, Ecuador, Center American Countries, Peru and México)• Leader of 6 agile squads working with multiple areas to achieve Latin American results Accomplishments:• Colombia achieving double-digit growth with volumes in 2022• eGo styling leading brand, double-digit growth in every market of geographical footprint (Mex: 20% Col: 21% Peru:17% CAM: 20%) and increased penetration (+150 bps in Mexico and +290bps in Colombia)• Pond´s facial leading brand aggressive growth (+31% USG: Growth UVG: 10.6%) maximizing the mix for B&W in a profitable segment• Savital Colombia leading is the # 5 brand globally in the B&W Competitive League table (SOM: + 133bps wash and care +305 bps in Combing Creams)• Powerful innovation development to capture new segments: o Dove Hair Treatments in Mexico (wargame development in 2.5 months)o Led an aggressive saving/simplification plan for Savital that led to +3MM cost savings, the higher in Latam for B&W

Bogotá, Bogotá D.C., Colombia

Leading eu$75 MM Hair & Oral business in Colombia | + 12 Agile Teams & Marketing Innovation Squad Leader• Responsible for defining Hair and Oral category innovation strategy (Dove, Savital, eGo) & delivering annual performance and execution results: Growth %, Share of Market, Gross Margin, and Profit. • Leader of agile innovation squads for Unilever Colombia (+8 teams), responsible for developing an agile, flexible way of working that increases innovation impact, reduces performance gaps, and increases OTIF timesAccomplishments:• Savital became # 1 hair care brand in Colombia through the successful introduction to the anti-dandruff segment.• Dove becoming the leader of the premium segment against Pantene through powerful innovation, design for channel strategy, and aggressive numerical distribution gains.

Bogota

Head of Marketing position leading a +11 people team, reporting to the General Manager and Board members, responsible for the strategic definition of the long and short-term, innovation funnel and financial results. KPI´s: USG %, GM%, SOM & Profit • Identify and develop innovative products in the functional cosmetic space, Body and Face Care Category OTC pharma and fragrance market, based on deep consumer understanding • Develop the marketing department´s innovation processes and best practices, a media strategy• Develop a High-performance team in brand building, Consumer Insights, and R&D• Support the commercial department to build the sales force in the drugstores channel Accomplishments:• USG Compound +55% during 2014-17 period, due to: o Develop the Intime Hygiene Soup category in Colombia increasing penetration to 35% (+2.300 bps) and achieving the leading position with INTIBON brand (39% SOM +15.000bps) with a sales growth of +60%o Achieved the leading position in the Functional Body Segment with FIGUBELLE Brando Successful introduction of new products into new categories: QUALA S.A DE C.V Mexico Aug 14 - May 13 May 13 - Mar 10 Category Marketing Manager Drinks Senior Brand Manager Powdered Drinkso REGENEXT Hair Care treatments, AQUA24 fragrance Splash, MAXYLASH cosmetic mascara category

Bogota

Ciudad De México Y Alrededores, México

Leading a multicultural, multi-divisional team (Marketing, Consumer Insights, R&D, Trade Marketing, Supply Chain), the position´s primary responsibility was to: a. Develop the strategy and deliver performance results of the powder drinks & and desserts market (Frutimax, Gelafrut, BonIce) in México, b. The successful introduction and landing of Vive100 (the First Ready to drink Energy drink in México) and c. Performance management of Bon Ice in the Mexican Modern Trade Market. Main KPIs: Sales growth, Market Share, Gross Margin and Profit, and Brand Health.Accomplishments:• +50% increase in volume sales in the powder, and Dessert categories due to:o Increase Frutimax Sales by +83% due to a repositioning of the brand, formulation, and look and feel, with a new advertising campaign, with a profitability increase (+500bps)o Increased Gelafrut sales volumes by 19% by changing the customer perception of the product (value equation), and increased profitability by implementing a cost reduction strategy.• Develop the Energy Drinks market size in Mexico growing penetration + by 28%, while achieving the leading position in the Modern Trade (25% SOM) and Traditional Trade (32% SOM) within 3-months.

Ciudad De México Y Alrededores, México

Santo Domingo, República Dominicana

Reporting to the marketing direction, responsible for leading the Powder Drinks Category, 3 brand portfolio (JugosYa, Frutimax & Juvena) and the experimental project to launch Disfruta, the first ready-to-drink brand in Quala’s international portfolio. Responsible to: • Develop the strategy, working with the multidisciplinary innovation and commercial teams, to implement the brand plans looking to improve market share, profitability and consumer brand health perception.• Led the innovation team responsible for developing the first ready-to-drink project for Quala´s International BusinessAccomplishments:• Increased JugosYa market share from 32% to 54% by implementing a new advertising strategy, changing the product image, and defining a new value equation for the brand, with this consolidating a 74% leading category, with a double-digit USG%. • Project Scorpion, development and support of 4 national distribution hubs and the model for the pre-sales teams (+34% national total sales growth YOY)• Achieved 5% market share within 5 months with the RTD market (Disfruta)

Santo Domingo, República Dominicana

Santo Domingo, República Dominicana

Bogota, Colombia

Managed the Cronch brand (sweet and salty plantain snacks), and supported re-launch activities for Doritos brand, summer promotional activities with Pepsico, and the Multipacks packaging standardization initiative for Latin America.

Bogota, Colombia

Supported the Health and Wellness category manager in all market initiatives across the Andean Region (Colombia, Venezuela, Ecuador, Peru, and Bolivia) to develop and implement relaunch plan for AdeS Brand in Bolivia