Fernando González Ríos Email and Phone Number

Strategy-design for all 14 branches for 9 categories and 7 channels of the customer (7-Eleven, 3PL, Wholesale and Retail, Exports, ServiDespensas, Bodegas MÁS, MercaDía) leading a team of 12 people for its implementation. • Introduced disruptive innovation with the project “7-Eleven Reloaded”, achieving record-high monthly sales of MXN $2MM (+21pts vs YA) and the modification of its investment guidelines.• Started a new concept of Business Analytics for data-based decision-making. It allowed the detection and solution of granular opportunities, such as the definition of HOT 66 WHS & Retail portfolio and 20 new listings in 7E.• Impacted customer’s WHS & Retail KPI’s: sales +17pts vs YA and first-ever 100% replenishment through: i) optimum portfolio, ii) reach and selling unit correction, iii) “Semana P&G” plan and iv) effective communication with SF.

Differentiation of commercial strategies by format, development and execution in all 650 stores across the country of Oral Care, Feminine Care, APDO’s (deodorants), Bodywash and Personal Health Care categories.• Achieved the best execution and recognition by LATAM’s Category Head of APDO’s in Mexico through a plan of: i) portfolio optimization, ii) by-format custom execution, iii) spectacular exhibitions of I&O’s, exceeding objectives and reaching the record-high value-share of the category in the history of Soriana. • All-Green Store Execution Scorecard with shelf and display growths above value-share in all my categories and double-digit sales (+13pts) vs YA.• Selected by Top Management as one of the best 20 managers in the company, awarded with 3 exclusive trainings at CDMX HQ’s delivered by directors of Mexico and USA, P&G’s VP and Mark Breden (WM Regional TL for LA).• Initiated and developed a new concept of Data-Management and AR Analysis that enabled the Company to recover MXN $10MM of non-proceeding commercial charges from the past, becoming part of the team’s processes.

HFS sales unit and all-channels operations leader for the Northeast region, 60 customers and a team of 4 KAM’s, 3 Operations Sales Reps. and 100 in-store merchandisers.• Led a new G2M with British American Tobacco (Northeast’s Top 2nd customer for B&R) at top management level. Directed the execution of distribution projects with Gillette, the plan evolved and was expanded at national level and consolidated as the model for reapplication with other categories.• Designed the only fund and AR management tool for HFS Team, accomplishing the recovery of a MXN $5MM overspend (+55% vs generation) in only 6 months and delivering volume +3pts vs YA and +8pts vs objective.• First closed negotiation in the country signed for 3 years for permanent displays and checkouts in Top Customer of the region, securing leadership and permanence of our brands in every store.

Management of horizontal-distribution projects with a reach of 67,000 changarros and category-development for the biggest WHS customer and with the BIC media-platform in the region. • Impacted portfolio and distribution in changarros through a unique plan of virtual laundry mixed-cases, increasing sales +50pts and distribution of Maestro Limpio brand to more than 25,000 points of sale in the country.• Launched the plan “P&G y Ley Mayoreo te llevan al Estadio Azteca”, whereby I increased sales by 30pts and was recognized as best-in-class of the region for possibilities vs limitations.

I was selected in P&G’s scholar program, attaining my full-time hiring for the excellent results in my 3 projects: i) Shrinkage reduction in Soriana, ii) KAM Jr. for Femcare in Alsuper, and iii) Sales Rep. for Soriana and Walmart stores.