David Fernandez Sanchez Email & Phone Number

Palo Alto, Ca, Us

Currently, I am the principal strategist and director of the global retail experience, including administration and execution of key priorities and strategic solutions spanning multiple retail tiers. I am the owner and global implementation leader of the retail visual identity system. I compile market data, segmentation, and retail presence to advance data-driven insights and strategies for maximum global retail coverage.● Transformational leader of 15 pilot experiential centers in brick and mortar stores worldwide. Catapulted revenues by 40% and boosted the Net Promoter Score, brand footprint, and client preferences. ● Pioneered and coordinated the global execution plan of the new retail experience launch. ● Crafted tools and resources to propel trade marketing and shopper marketing teams needed to roll out the execution plan impacting 3 regions and 120+ countries.

Palo Alto, Ca, Us

In this role, I was the primary overseer of marketing strategy, implementation, sales, and talent management for LATAM. I defined the marketing strategy for Personal Systems in LATAM, generating demand and sales for both consumer and commercial lines of business. ● Executed multiple effective marketing campaigns spanning 20 countries, including the Star Wars, the Premium campaign, and Bend the Rules Campaign. ● Integrated 48 in-store campaigns producing a 35% growth in sell-out compared to control stores. ● Revitalized and re-engineered regional/sub-regional organization of talent. Supervised and equipped 24+ cross-functional staff across 10+ countries. Coached 2 Supervisors in charge of LATAM PS Marketing teams. ● Led, developed, and deployed the first Account Based Marketing campaign in LATAM.

Palo Alto, Ca, Us

In this role, I was a proactive leader of global multi-channel marketing campaigns and retail sales strategies. I prepared, coordinated, and facilitated the integration of the global co-marketing platform to drive demand generation of 10K+ channel partners. I also outlined the WW retail channel strategy in collaboration with WW Retail Sales, GBUs, and regional Retail Teams. ● Deployed 100+ Partner Marketing Managers worldwide to secure marketing negotiations with more than 700 Enterprise and PPS Commercial Platinum accounts. ● Overhauled the contra-revenue retail marketing program. Enhanced ROI and ensured consistency.

Palo Alto, Ca, Us

In this position, I conceptualized and presented the strategic action plan for the WW level Retail Channel that was approved by the Board of Directors (2010). I streamlined plan mandates and aligned all operations with target objectives and benchmarks. I also defined the consumer experience and brand identity standards at the global level. Furthermore, I prepared plans for full implementation across 40+ top countries. ● Developed and executed a Global Retail Coverage plan, delivering 5pp in additional retail coverage worldwide and 4pp of incremental Share of Wallet, raising the operating profit more than $350M per year.● Designated WW coordinator for HP Imaging and Printing Group e-commerce strategy and deployment.

Palo Alto, Ca, Us

As Director, I drove global retail sales initiatives, including account management, talent supervision, KPI definition, performance monitoring, and establishment of target sales objectives. I brainstormed and seamlessly integrated novel retail sales and channel strategies to maximize revenues. ● Defined, hired, coached and led the EMEA International Retail Account team, providing oversight and management of 10 International Accounts worth more than $3B in revenues. ● Boosted revenues by 20% via growth/profit optimization of all HP products across the EMEA retail channel. ● Introduced a new retail channel reward scheme spanning 50 countries and saving $28M in contra-revenues. Advanced negotiation capacities of more than 200+ sales personnel.

Palo Alto, Ca, Us

Earned multiple progressive promotions within the organization due to high-performance achievements. Expanded business, opened new revenues streams, and led marketing initiatives. Recipient of multiple awards such as: Best HP Consumer Business Geography in EMEA and the President’s Club Award, the highest global recognition for sales at HP.Roles included:Consumer GTMU Business Director (Spain & Portugal) / Consumer Business Sales Manager (Spain & Portugal)Retail Key Account Manager (Consumer Business) / Product Manager / Financial Analyst