Lucas Souto Email and Phone Number

In addition to the current position, was entrusted to lead the Global Marketing Excellence team in a Short-Term Assignment, with the following responsibilities: • Define and validated marketing & launch process map for Group and Affiliates. • Create a complete set of validated key marketing tools implemented in all affiliates and Group, and a continuous improvement mechanism in place.• Collaborate with HR on the competences definition and construction for marketing positions across the globe.• Enroll affiliates and marketing Group in a competence improvement program including assessment, prioritization, training and certification.

• Responsible for developing the strategy and managing the corporate marketing plan for cattle in the areas of respiratory diseases and reproduction at the group level, including delivering sales and portfolio gross margin targets.• Work close to affiliates supporting on marketing plan and launches implementation.• Support R&D on new products development based on market assessment, in depth customer’s needs assessment and market trends.• Global launch leader of 3 products (main target regions N. America, Europe and Oceania)*Additionally to the current position worked in a Short Term Assignment as member of the Global Marketing Excellence team & Global Launch Excellence Leader (since 2019)

• Responsible for creating and implementing the marketing plan for OTC products (in the segments of parasiticides, antibiotics, reproductive hormones, vitamins/supplements and others)• Responsible for restructuring the cattle channel strategy and Go-2-Market business model• Supported on the strategy of profitability increase by price and channel/product positioning, and adjusting marketing campaign investments.• Responsible for developing digital marketing initiatives such as digital campaigns, augmented reality packaging project, communication on others.• Developed a marketing analytic program based on big data focusing in enhance efficiency of the marketing activities and campaigns, distribution effectiveness targets, and proposed plan of action for performance improvement.• Worked on a sales force optimization project to redefine brand potential and fieldwork frequency of visitation• Worked directly with innovation on 5 new projects and launched 1 product.*Marketing leader in Latin America for a geo-expansion project for OTC (for 8 months), working in collaboration with manufacture, regulatory affairs, innovation and marketing regional teams.

• Developed and implemented the marketing strategies for 5 vaccines (IBR, BDV, Lepto, J5 and others) and 5 reproductive hormones (Progesterone devices, eCG, prostaglandin, GnRH and others).• Created a marketing relationship program for the top veterinarians in Brazil focused in maximize Timed- AI programs efficiency in partnership with universities. • Developed, executed and monitored the marketing plan for a new product launching (eCG hormone). • Responsible for the onboarding, training and support of district sales managers, sales representatives and distribution channels in the execution of market plans.*During this period was also performing also as Cattle Technical Manager.

• Responsible for coordinating and delivering technical training and talks in Brazil.• Defined, executed and monitored research projects, including associated scientific publications in support of commercial and scientific objectives. • Worked closely with the innovation department in Argentina focusing on strategies for new products launching in Brazil. • Responsible for customer satisfaction interface dealing with the complaint center and pharmacovigilance management. • Management of a national diagnostic program for production related diseases in cattle.• Responsible to create, implement and managing the relationship-marketing program targeting the top beef and dairy cattle producers in Brazil.

• Created, executed and monitored a business development plan for end customers providing technical and commercial assistance to the top beef and dairy farms in 5 different states of Brazil. • Trained and advised distributors’ partner channels.• Executed 3 launches in 2 states of Brazil.

• Designed, developed and collaborated with more than 10 research projects focused on productive and reproductive efficiency in beef and dairy cattle.• Co-participated in the creation of the Timed-AI program (5days-CO-Synch + CIDR) actually implemented by veterinarian in the USA and other countries in the world.• Experienced in laboratory techniques, trained graduate students and taught practical classes to undergraduate students in the field of physiology of reproduction. • Assisted with the veterinary clinical school in field extension of beef cattle farms in Ohio.