Nelson Miranda Email and Phone Number

• Returned to home country to lead the NA P&G Hair Color business for the most important Hair Color region for the company, responsible for over $400M in Sales and over 50% of worldwide sales and operating profits. Grew strategic brands’ volume +5% in first year in role.• Led the launch of P&G’s biggest color innovation including development of breakthrough social media and customer plans. Initiative over delivered sales expectations making it the most successful NA color launch ever at P&G.• Developed a new “always on” digital strategy for Clairol to be seen as ‘The Color Experts’ by delighting women through meaningful digital engagements. Digital ROI, the highest within Clairol’s marketing mix, improved 40% vs. prior year.• Developed a new vertical and horizontal portfolio and innovation strategy to win in North America Hair Color which leveraged deep competitive understanding and international experience to achieve vision of becoming #1 Hair Color company in NA.• Manage large multi-functional organization of 20+ people and a territory which covers Canada, Puerto Rico and US.• Currently leading the qualification of a confidential new Global business with initial launch in NA including concept, package design, advertising and marketing plans.

• Moved to LA as an expat to turn around the P&G Hair Color business after acquisitions of Clairol and Wella businesses.• Led the LA P&G Hair Color business to 3 years of +10% sales growth and share growth in all key countries turning around a business which was losing money to investment grade. From 2006 to 2010, LA led all Hair Color regions in sales growth every year.• Led the development of a streamline Hair Color portfolio that eliminated money-losing, non-strategic brands and consolidated our efforts behind a Koleston mega brand vision which allowed the brand to play in multiple strategic targets and price points to better compete vs. L’Oreal and local players. Designed, planned and executed the launch of a Koleston premium line extension in Mexico which achieved 1st year share objective by month 2.• Shifted the LA Hair Color initiative master plan from a high number of unproven, high-risk, small initiatives to fewer, globally proven, bigger initiatives that delivered higher NPV, sales and share growth with fewer resources. Reduced initiatives by 50% while delivering +10% sales growth every year.• Managed large multi-functional organization of 20+ people and a territory which covered 10+ countries including P&G operations and 3rd party distributors throughout all of Latin America.• Successfully transitioned multi-functional organization through two headquarters moves: 1) from Caracas, Venezuela to Santiago, Chile and 2) from Santiago, Chile to Panama City, Panama.• Lived in Caracas, Venezuela, Santiago, Chile and Panama City, Panama during 3 ½ year assignment.

• Led NA Clairol to overall share growth for the first time since acquisition with sales up 4% and Nice ‘n Easy flagship brand (#1 brand in NA) up 26% achieving market leadership for the first time in history.• Led the Firm Planning process for the NA Hair Color business for Fiscal Year 06/07. Plan delivered 4% growth in sales and 10% growth in profit. This required creating category strategies and cascading order of priorities that delivered sales growth while supporting an increased number of initiatives including 4 blockbuster initiatives (vs. 0 for FY05/06) and less Trade spending (20% less than previous year).• Led execution of Hair Color Category 2006 initiative bundle holistic go-to-market plans which delivered over $250M in sales in Calendar Year ‘06. Plans included production of 14 TV spots plus Public Relations and Consumer Response Marketing (CRM) activities.• Led the development of marketing support principles for the Nice ‘n Easy franchise that allowed the team to sufficiently support the complex business moving forward. Specifically, Nice ‘n Easy went from a one-line brand to six sub-brands in 2 years. This had created a portfolio support issue as line extensions were launched in Year 1 but then not supported in Year 2 given other news/launches. Given Hair Color long purchase cycles, it was imperative to provide support in Year 2 of initiatives.• Managed an organization of 21 people including 3 Brand Managers.

• Led total reinvention of Herbal Essences Color brand which delivered share growth for the brand for the first time since launch. Specifically, led optimization of new brand positioning which addressed key barriers to trial, optimization of product bundle and shade pale tte and the development of an innovative and more efficient marketing model. The initiative also raised Profit Margin from Fiscal Year 03/04 level of -22% to +10% in FY05/06.• Led design and qualification of restage for Hydrience Color brand. Specifically, led the development of winning concept (strongest Hydrience concept scores ever with 13% price increase), winning package (research showed stronger holding, stopping and closing power vs. current pack and main competitor, L’Oreal Excellence) and winning advertising (highest scoring advertising on the brand’s history).• Managed 4 assistant brand managers and one administrator.

• Developed consumer and retail customer strategies and plans to close P&G’s paper division west coast share gap of $300M. Plans delivered over $525M in incremental sales across 5 brands over 3 years in the 11 US western states.• Developed incremental regional marketing programs to augment National plans. Programs delivered over $20M in incremental sales.• Interviewed 7 retail customers, 5 brand groups, and several other organizations within P&G to define opportunities and create winning plans.• Work was especially challenging given 14 years of failed attempts by the company on the west coast.

• Pioneered the first-ever marketing organization in the NA region in charge of developing retail trade plans.• Led the the development of the first-ever integrated NA retail trade plans for all Beauty & Health division (28 Brands and $3.5B in sales). Plans delivered over fair share of merchandising across all major businesses.• Developed first-ever targeted shopper events. Created a network of Customer Team Marketing Managers to drive utilization of targeted shopper events. Delivered over $20M in incremental sales by increasing utilization by 86%.• Managed 7 assistant brand managers and 2 administrators.

• Helped lead launch of P&G’s first premium and first Hair Care brand in over 15 years with Year 1 sales of over $100M.• Recommended and gained management agreement to a breakthrough Public Relations Program that generated 1 billion impressions in just 5 months, making it the Company’s most successful PR initiative ever.• Led in-store team consisting of 6 suppliers and 3 P&G organizations that developed plans which made in-store the #1 awareness driver for Physique. Sell-in exceeded expectations achieving 70% distribution in the first 3 weeks of launch, with two times the original estimate for shelf fixture and displays during week 1.• Developed introductory breakthrough marketing plans with Customer Team Marketing Managers for the top 20 retail customers, leveraging $7M in funds to help deliver stronger, more differentiating plans for our retail customers.• Led the development of the Physique national media objectives & strategies and theoretical plan. Led breakthrough work that maximized print delivery beyond prior company experience.• Developed and qualified a record breaking concept for the introduction of a revolutionary hairspray technology working closely with Product Development, Market Research and the advertising agency to deliver its unique product benefit.

• Led the development of a national print campaign that resulted in the brand’s best executions and a new benchmark for H&S. Obtained alignment for using ESPN Sportscasters in a subsequent execution.• Recommended and developed 2 new large size SKUs that delivered an incremental $8.8M in sales.• Developed breakthrough-sampling program that cut existing sampling costs by 33% while expanding reach by 32%.• Led the development of Hispanic TV copy by recommending adoption of Mexican commercials for use in the U.S. Accomplished this by testing existing Mexican executions and then convincing the Hispanic agency that this was the right move for the brand. Hispanic shares grew faster than general market.• Led the development of Hispanic media plans that maintained previous year’s delivery levels and weeks despite an 11% drop in absolute media dollars.

• Created a precedent for IT by assisting the sales organization on numerous occasions and at times leading the Category Management work with retail customers as they expanded their interest in Category Management.• Led the development of a store audit that allowed Brand/Sales to dimensionalize effectively Pantene's out of stock. The data was utilized to initiate a major sales initiative that delivered over $40M in incremental sales.• Developed process to determine the impact of Pantene and Vidal Sassoon's broadscale sampling on share/volume. This was the first time in the Company that this had ever been done.• Developed a system using control charts to analyze share and volume in Hair Care. Applied Total Quality concepts to assess the current share and volume position. Expanded their use to other categories.

• Created P&G’s first Global Research & Product Development systems architecture.• Implemented P&G’s first Novell Local Area Network.• Managed day-to-day activities of an Information Center including a staff of six technicians.