In the Start-up Team, responsible for Baby Care digital strategies across website, CRM, organic search/SEO and content • Led the brand’s migration to a new CRM tool (Braze): migrated 24 markets in 6 months, decreasing costs by -33% while increasing global activation rate by +218% vs. PY. • Led the brand’s CRM & Website content strategy globally: re-designed key campaigns to grow user engagement across markets (CTR +89%) and developed new acquisition campaigns in top 6 markets to deliver strong user growth (+60%). • Led the brand’s community of digital managers globally, leading to best-in-class collaboration with local brand teams and agencies. Led monthly training sessions with 75+ local brand/agency representatives. • Responsible for the brand’s SEO strategy: for 11 markets, led the creation of 30+ website content analyses and 500+ new articles on parenting topics leading to YoY organic traffic growth across market (+30% in the US). • Organizational project: as Baby Care Stewardship point of contact, responsible for tracking a multi-million marketing spend as well as conducting various internal financial audits, reporting results directly to Senior VP, and creating and deploying several budget trainings to the organization.

Responsible for Pampers Wipes business globally ($700m+ TO) working directly with BU VP: • Led the brand’ strategy and key activities including project management, mix development, design and region engagement, leading to exceptional growth globally (+8% vs. PY). Received CEO award for “growth mindset”. • Drove the brand’s sustainability agenda and led a multi-functional team to deliver the 1st “better plastic, less plastic” product innovation in the brand’s history. Set the ground for the initiative’ success through product, communication and design strategies qualified in multiple consumer research, doubling the size of the business’ top-tier in less than a year. • Drove complex local innovations and global renovations ($25m+ iTO) networks with regional/cross-functional teams to ensure on-time deployment of projects in key markets (US, BR, IN, EU). • Upstream work: defined and aligned with Baby Care CEO the long-term innovation masterplan to deliver on the Business Unit’s growth need ($200m 3Y-iTO opportunity identified) via multiple competitive analysis and qualitative & quantitative consumer research conducted in both EU & NA. • Organizational project: created Pampers digital onboarding platform for all new joiners around the globe, deployed by Baby Care CEO during the pandemic and used by 250+ employees. Received Baby Care CEO award.

For a German Premium Car Manufacturer, Onsite UX & Retail Performance Optimization, including: • Designed a change management program for 18 dealerships. Modules were: performance monitoring, organization and leadership, marketing campaigns, CRM management, customer experience. • Diagnosed sales, CRM & marketing processes at 8 dealer sites through KPI & organizational analysis and interviews with top-management. • Defined and implemented a strategic action plan through personalized interactions with the dealerships’ teams. Ran on- site trainings for all employees and organized change factories with 100+ attendees. • Project Management: built status report onsite, communicated regularly with the client Project Team (results, best practices, recommendations), organized and led monthly steering committee with the client Lead Team.