João Luiz Vasques Ribeiro Email and Phone Number

In charge of executing market strategies, the evolution of performance indicators in the commercial area, and results of volume, NSR, and margin for beverage categories (including soft drinks, beers, energy drinks, water, and juices) throughout the Northern region of Brazil. Direct leadership of 11 managers/coordinators and 650 employees across six states.• Achieved the highest volume in the group's history and the highest market and value share level, managing to lead the ranking among Coca-Cola Bottlers in non-alcoholic beverages (NARTD) in Brazil. Volume -> 2Y CAGR: +14% / Value Share -> +2,9 pts vs. PY / Volume Share -> +2,7 pts vs. PY. NSR: +15% vs. PY / TOP 3 in the Execution Cup among Coca-Cola Bottlers.

In charge of the entire Coolers strategy in Brazil, searching for new solutions/innovations and leading the Coca-Cola bottlers system to purchase equipment, improve performance and execution indicators, and expand the customer base in Brazil. Several projects in the commercial execution area at the bottlers of the South unit.• Increased cold share at the point of sale by 2.2 pts and reduced the zero-sale indicator by 2 pts.• Increased equipment placement by 15%.• Developed two new suppliers and created and negotiated SLA between suppliers and Coca-Cola bottlers.• Awarded worldwide among Coca-Cola divisions in 2020, leading the 'Ice Age' case (Bandeirantes bottler).• Innovation: Smart Coolers Project and Planogram Reading and BI creation to track coolers indicators.• Led and executed the Net New Outlets project, searching and negotiating with suppliers to generate leads and increase the customer base served. o Identified needs and conducted the process creation between Coca-Cola CRC and bottlers. o Gathered approximately 15 k new customers. o Rollout of the generating leads model for Latin America.• Led projects implementation to Bottlers in the South Region (FEMSA, Uberlândia, Sorocaba, and CVI). o Home delivery, suggested order, and excellence cup support.• Led and implemented the RIBE/RIBA (Emergent/Affordable Drinks Reposition) project in all Coca-Cola bottlers.

Prospecting in suppliers or Coca-Cola units worldwide for solutions to improve commercial execution in the Brazilian market, negotiating, piloting, implementing, and tracking them in all bottlers in Brazil.• Developed and implemented the SET tool (Sovi Tool Expansion) to seek opportunities to increase the availability/exposure of products at the point of sale (e.g., SP: +5 pts).• Implemented the BET Tool in all bottlers, capturing opportunities to gain volume share per point of sale (e.g., share in Brasília 1.5 L Pet (+178% volume increase vs. -17% in the control group)). • Executed projects to increase the availability of strategic products at points of sale (RIBE): +32% volume growth vs. -11% of the control group.• Implemented a tool to train/enable the sales team (selling stories) and a pilot tool for using augmented reality (Cimagine/Augment).• Implemented the RTM (Route-To-Market) project in Solar Coca-Cola bottler.

In charge of developing all the national strategic thinking for minimarkets and traditional channels, identifying opportunities throughout research, and creating plans and communication materials at the Point of Sale, implementing them in Brazilian Coca-Cola bottlers.• Developed and implemented the CRM plan in key Brazilian markets (São Paulo, Rio de Janeiro, Fortaleza, and Manaus/Belém), with the adhesion of approximately 10 k points of sale and growth of 10% vs. PY. Priority SKU Coverage and Price Compliance increased by 28 pts and share of space increased by 12 pts.• Conducted two multifunctional projects to launch a new Del Valle juice (with fibers) and an entry Nectar juice (Sucos Mais).

In charge of volume results, execution, market share, and the implementation of the national strategy in Brazilian South, North, and Center bottlers (Vonpar, CVI, Simões, Brasal, and Bandeirantes).• Built the 360º plan with RTM, marketing, and commercial pillars to gain market share vs. the main competitor in Porto Alegre (+9 pts of share volume and gap increase vs. the main competitor from 5 pts to 17 pts (Vonpar bottler).• Created consumer activity in the interior of Goiás, gaining approximately 15 pts of market share and being consolidated as the highest share level in Brazil (Brasal bottler).• Structured the market execution research that led the Brazilian North bottler to leverage market execution and win the Coca-Cola Execution Cup one year later (Simões bottler).• Led the Affordability Brazil project focused on developing returnable bottles.

- Responsible for the results of volume and execution, as well as the implementation of the National strategy in the Manufacturers of the Center (Brasal and Bandeirantes)

- Responsible for implementing the strategy for refrigerators and equipment in the Northeast market.

- Responsible for volume and execution results, as well as implementation of the National strategy and brand building activities in the Northeastern brazilian Manufacturers (Vieira, Imborés, Calmon, Franco, Aragão, Lago and Coelho)

- Start of career at Coca-Cola as Operations and Marketing Trainee

- Back Office in the area of Personal Banking (Large Accounts) and New Products Specialist