Fernanda Ferrari Email & Phone Number

São Paulo Area, Brazil

• Management of the SAM Partner Ecosystem composed by large and solution partner types (14 total) in order to increase indirect revenue from software legalization through the SAM initiative. Overall the Antipiracy team overachieved yearly quota.• Responsible for the SAM program in Brazil and Partner Recruitment to build a solid engagement framework model, end to end, to accelerate ramp up of new Partners with the SAM competency to generate new businesses and revenue. • Single point of accountability for driving local recruitment campaigns of SAM Partners that target metrics; review progress, share best practices and correction of errors (COE) where required as part of the rhythm of the business.• Build and deliver execution plans that drive optimal partner capacity and channel incentives forecast and budget utilization, as well as deliver partner performance insights, on a monthly basis, through forecast meetings, that drive process improvement and SMS&P scorecard metric attainment.• Guarantee a high partner experience by building a strong relationship with the channel delivering trainings, support material, monthly executive meetings, weekly (in presence or conference call) alignment meetings, CRM usage for accurate pipeline and forecast, also assuring participation on the WWPC (Worldwide Partner Conference) once a year, as well as maintain a great internal relationship with different teams and areas of the organization in order to achieve joint goals and efforts.

São Paulo Area, Brazil

• Accountable for leading a specific local project (end to end) to increase legal software penetration and SMB new revenue through class associations. • Represent Microsoft at the Intellectual Property Committee at ABES (Brazilian Association of Software Companies), actively participating in meetings to sell, influence and implement the project as an ABES initiative along with others software companies willing to join and partner. • Engagement and alignment with different internal teams to create and customize offers to customers as well as with Corp to get sponsorship. • Management of a third party vendor placed at a call center for class association recruitment on behalf of ABES along with the implementation and creation of specific KPIs to proper follow up and measure its efficiency. • Responsible for the overall marketing campaign, LCA team alignment, readiness, internal and external communications, executive meetings with various class associations leadership, budget and forecast.

São Paulo Area, Brazil

• Responsible for the marketing strategy plan targeting exclusively LARs (Large Account Resellers) working closely with the Partner Sales Lead and LAR Partner Sales Executives to ensure that the execution of the company’s priorities is being implemented and scorecard metrics met. • Implementation of a yearly LAR Policy in alignment with core priorities along with a monthly LAR Scorecard to access performance and identify areas of improvement of the business, as well as host a quarterly LAR Executive Meeting event.• Lead the LAR Optimization Process which consisted of revisiting current LAR portfolio to drive positive change for Microsoft’s LAR business for the desired long term plan. This project was a huge cross-group effort and as an outcome it was recognized as a best practice worldwide by Corp. • Owner and speaker of the LAR Academy (twice a year) to guarantee proper readiness to the LAR field. • Appointed to orchestrate the transformation of the channel incentives program for all Partner types and Distributors within Brazil and also landing in LATAM; primary point of contact with Corp, including participation in the design, feedback loops, weekly meetings and summits. • Responsible for the end to end management of Microsoft's Partner Incentives, go to market Partner and Field experience for these Incentives, training Microsoft and Partner sales teams and monitoring the performance of the incentives, looking at the incentive effectiveness overall with the help of supporting teams.• The change management landing implemented in Brazil became a best practice which led to an invitation to present it at MGX.• Management of a team at a call center to support customers inquires and issue escalations as well as being the subject matter expert of the subsidiary. • Guarantee Partner experience at a high level and attending the Worldwide Partner Conference to improve relationship, partner’s knowledge and event’s execution.

Under Corp´s structure – focused in LATAM, based in Brazil.• Help on driving Worldwide and regional initiatives, programs and strategic deployment of licensing solutions and models across LATAM region required for the the Licensing Solutions Specialists (LSS) to successfully perform their role and support the sales teams. • Coordinate and host the LATAM Licensing Summits held every Fiscal Year and Regional “Licensing Road shows” held every Fiscal Year in different subsidiaries across LATAM. • Support high levels of WWLP licensing readiness & program deployment for Licensing Sales Specialists, leveraging, among other means, monthly LSS calls and licensing knowledgebase portals.• Corporate Subject Matter Expert (SME in Software Assurance). • Enabler of LSS role effectiveness, focusing on “On boarding” initiatives by developing and implementing licensing sales readiness activities that allow the LSS to become top performers as licensing solution negotiators. • Responsible for the creation of a communication framework between VL teams and constituents worldwide. Owner of the monthly calls to the LATAM Licensing Community. • Owner of the LATAM bi monthly VL newsletter (through cross group collaboration) as well as owner of the internal LATAM Licensing Portal. • Engagement with regional sales, licensing and pricing stakeholders, subsidiaries leads, worldwide peers and represent LATAM on RET Worldwide Summits.

Latin America (Latam) - Based In Brazil

Under LATAM´s structure – based and focused in Brazil• Create and implement a marketing campaign for Latin America regarding a benefit program for Volume Licensing customers known as Microsoft Software Assurance as well as Volume Licensing Program landing. • Customer visits to solve sensitive issues and improve customer experience, speaker on events, participation on the creation and development of a Software Assurance online guide (which became a best practice and was adopted by Corp), understand and identify the needs of different audiences: internal, customer and partners • Create and coordinate a call down campaign to customers through a SAB specialist at Atento (campaign recognized with a CPE award) • Execution support and monitoring of the SA campaign results through a monthly Scorecard developed exclusively for Brazil (became best practice in LATAM) • Subject Matter Expert (SME) for customer and partner’s issues resolution • Creation of a SAB incentive campaign focusing the internal audience to leverage the consumption of a specific benefit. This campaign became a best practice and was awarded by LATAM• Monitor the Right Price/Right Customer initiative for all Latam´s subsidiaries by providing a performance analysis around discounting for each subsidiary, monthly Scorecard sent to EPG audience per subsidiary (became a best practice and was adopted by Corp)• Responsible for the layout and content management of the Microsoft Volume Licensing website for Brazil

São Paulo Area, Brazil

• Coordination, monitoring and support to big events and diverse marketing activities, focusing the CIO, CIO-1 audiences, orchestrating all vendors involved on the process to achieve a high quality execution and delivery• Creation, implementation and coordination of the Business and Marketing Organization (BMO) internal newsletter • Responsible for Software Assurance Benefits local website, internal alignments and escalations through LATAM as well as localization and revision of the Volume Licensing marketing materials• Marketing budget management (forecast, billing process and contracts)

• Project management, certify execution and post mortem delivery (360)• Capture of new clients and management of the accounts• Casting

• Responsible for the management and relationship of advertising agencies in Brazil and Latin America • Orchestration regarding the production of materials for the point of purchase, trinkets, creation and development of content for institutional materials.• Responsible for the proper usage and position of the Intel brand (branding) and participation on focus groups to plan and develop campaigns to better position the brand• Support on the creation, production and execution of marketing activities for different segments of the Corporation (sales teams, enterprise team, partners team and sms&p team)