Marina Semenova Email and Phone Number

• Led strategy development initiatives focused on exploring new profit pools and business models beyond the existing core portfolio to achieve a +5% EBIT • Coordinated the development of cross-functional Long-Range Plans with a 5-year perspective• Drove cross-functional process optimization, resulting in improved speed and quality of decision-making across teams• Managed digital business transformation projects in Marketing & Revenue Growth Management, overseeing a substantial investment of RUR 90M in new business support software with a projected payback period of 2 years

Reporting to VP Franchise Operations RU & BY • Acted as the primary liaison with McDonald’s Russia and Belarus on marketing, assortment/sales, supply chain, quality and financial topics, elevating the customer relationship to a strategic partnership level• Drove the development and execution of the McDonald’s beverage strategy, and 3-year collaborative business plans • Improved TCCS profitability through expanding Zero share (from 6.8% to 9.7% in RU, from 0 to 9.8% in BY) and introducing new categories, such as fountain juices, with 50% category share • Led national marketing campaigns, including the first-ever Glass Promo, enhancing consumer recruitment and incidence• Supported the achievement of company’s volume and brand objectives in the instant consumption channel through collaboration with the Bottler2022 | STA: BUSINESS DEVELOPMENT MANAGER, INTERNATIONAL Reporting to Senior Vice-President, the McDonald’s Division, International markets • Developed and implemented the Beverage Merchandizing Excellence (BME) solution across international markets in collaboration with McDonald’s Corp• Served as the international task force leader, creating a unified database of best practices and assets, as well as a POS tracking solution to enhance execution standards• Coached international business managers (Germany, Italy, Spain) on effective collaborative business planning strategies

Provided consulting services for various wholesale, retail, and e-commerce companies, including start-ups, enhancing operational efficiency and profitability• Footwear Retailer & E-Tailer: Boosted turnover by 2.7x through improved conversion rates, streamlined assortment management, and optimized inventory and customer service processes• Kids' Goods Distributor: Conducted financial forecasting and economic modeling, advising against a low-margin category launch due to high entry barriers• Toys Distributor: Negotiated an exclusive distribution contract for a global brand, generating RUR 40M in turnover within six months; provided tailored launch strategies based on regional potential analysis• Martial Arts Club: designed an online presence strategy that drove a 78% increase in quality leads; grew social media user base by 11.9x and engagement rate to 29%; achieved a ROMI of 150+% from targeted ad campaigns; enhanced member retention via customer support on messaging platforms• Professional Photo Laboratory: Organized the business for stable revenue growth, achieving a 15% YoY increase in retail turnover through service categorization, customer segmentation, and developing a product management function• Cookware Producer: Reorganized Commercial and Operations functions to improve performance and acquire new channels, establishing a Customer Service department and optimizing warehousing for cost reductions

Reporting directly to the business owners• Achieved +17% YoY turnover growth with stable profitability in a declining market by restructuring the sales department and optimizing the geographic coverage• Established a marketing function, responsible for assortment selection and brand performance and profitability• Introduced a streamlined target-setting and KPI monitoring system, successfully attracting new talent and competencies without increasing average compensation rates • Implemented a robust budgeting system coupled with regular performance analysis for better financial control• Successfully navigated a major crisis following a devastating fire, which destroyed inventory valued at a year’s turnover• Managed to get internal and external stakeholders alignment on a recovery strategy after analyzing several scenarios on the basis of forecast P&L, CF and BS reports • Retained 83% of the active customer base through effective communication and strategic inventory management• Ensured a streamlined product supply, achieving a 3–4-month stock turnover (compared to the industry norm of 6-8 months) and a 67% reduction in logistics costs• Led a team restructuring process that reduced headcount by 54% while preserving critical operational capabilities

Reporting to the head office in Taiwan• Laid the groundwork for consistent business growth in a highly competitive and fragmented market, focusing on a full value chain analysis to ensure competitive pricing and attractive trade terms for distributors while maintaining profitability • Developed a detailed plan for the Adata brand relaunch in Russia to resonate better with target audiences• Revised the distributors’ club, emphasizing collaboration with partners committed to active joint market development• Successfully introduced the brand to two new federal retailers, expanding market presence and growing sales

Reporting to Vice President CEEMEA in Germany • Transitioned from distributor-importer to own DDP Moscow sales, legalizing imports while maintaining strong distributor relationships and business profitability level • Created an efficient sales team, optimizing headcount through regional potential analysis and establishing a clear KPIs system, leading to a 37% improvement in the personnel costs – to - sales volume ratio• Entered new channels, driving 3x sales and 206% EBITDA growth in 4 years while enhancing weighted and numeric distribution• Optimized supply chain through better replenishment system (order fulfillment rates from 73% to 97%) and tender-based 3PL partners selection (increasing order fulfillment speed and quality without additional costs)• Established a regular receivables monitoring and bad debt collection system, reducing overdue levels by 3x• Ensured robust fiscal and management accounting, successfully passed audits, and coordinated the development of key legal documents, enhancing business sustainability

Direct report to General Manger; dotted line report to HQ International Brand Managers• Established the marketing function in the local market from the ground up• Launched Remington brand in Russia to achieve a top-3 position (with market shares up to 25.1%) in a highly competitive category within three years • Pioneered category management, introducing 20+ SKUs to major federal retailers (MVideo, Eldorado, Technosila, MediaMarkt, Mir, etc.), ultimately leading to an annual brand turnover increase of EUR 3M for three consecutive years• Built a merchandising system incorporating planograms, visit plans, and reporting mechanisms, which enhanced shelf share from 7-12% to 25-30% and improved turnover by simplifying consumer choice and optimizing stock levels• Managed to ensure retailer listings and boost brand awareness operating with a limited ATL budget (up to EUR 650K/year) and non-paid PR support • Developed award-winning wholesale promotions for the Varta brand, resulting in a 20% increase in annual turnover

Reporting to Marketing DirectorPromoting Dell brand in the Russian B2B market; creating and launching Delovye Systemy brand (visual identity & communication platform)

Reporting to the CEO of the companyFull responsibility for marketing communications in Russia, CIS and Eastern Europe; taking part in the development of global marketing plans and marketing materials; development of corporate website