Founded a boutique hands-on consulting service. Whatif.works deploys project teams for critical business challenges and opportunities, drawing from an international pool of independent senior professionals, who create solutions, manage implementation and handover to inhouse staff. Accomplishments in projects and roles led by Theo: ▪ Fintech scale-up| Madrid | Country Manager | Implemented digital transformation and doubled E-Commerce growth. ▪ SaaS retail scale-up | Amsterdam | CCO | Drove expansion to Asia and onboarded Global Key Accounts. Launched Thought Leadership plan. ▪ SaaS supply chain start-up | Athens | Advisor to Founders | Produced business plan and financing strategy. ▪ Beach brand scale-up | Munich and Athens | CEO | Tripled E-Commerce sales, ensured Amazon profitable operation and expanded distribution to Asia and the Americas. ▪ Major infrastructure operator | Nurnberg | Commercial Advisor | Contributed to takeover pitch in Asia.

Owner of Profit and Loss for the Units Digital Services, Food and Beverage, Retail, Advertising and Parking. Directed Landside and Terminal Operations. Responsible for the Passenger Experience strategy and pricing. Accomplishments ▪ Led the Re-Design Project of two Airport terminals, including implementation and concession awards. Achieved record growth in spending per passenger. ▪ Turned around and digitalized Parking operation, achieving consistent revenue growth after 5 years of decline. ▪ Supervised the creation and rollout of the Consumers Digital Transformation Strategy. ▪ Airport awarded 2nd position globally in Airport Passenger Experience (1st in Europe).

Drove adidas and Reebok sales in Latin America (LAM) with channel Profit and Loss ownership for Wholesale, Franchise, Marketplaces and Indirect Ecommerce. Headed Sales Center of Excellence Regional Satellite (Trade Terms, Pricing, Distribution, E-Commerce). Member of global Sales Strategy and Policies Board. Managed a team of 160, through 7 Sales Directors and 3 Sales Development Managers, across 21 countries. Accomplishments ▪ Guided the LAM Sales Efficiency and Digital Transformation Initiative, increasing profitability by 3pp. while achieving record revenue in ‘14 and ’15. ▪ Digitalized retail operations for 3,200 Shop in Shop spaces, increasing productivity by 35%. ▪ Consolidated Regional Trade Terms and Pricing, reducing spend by 10% and harmonizing wholesale pricing. ▪ Established Latin America as the fastest growing region worldwide for two consecutive years.