Major achievements: Field reorganisation and ongoing transformation, moving from a top-down mission driven field force, conducting purely physical activities to a performance driven liquid workforce Sponsorship of one of three Must-Win-Battle Projects (Acquisition for IQOS) doubling the results despite Covid19 restrictions My major duties in this role included: Leadership and change management 5 direct reports (Head of Key Account Management, Head of National Deployment, Head of Direct Retail (Boutiques), Head of Commercial Planning and Capability Building, Head of Customer Care) Defining and executing the go-to-consumer and channel strategy for IQOS in Switzerland Setting the strategic direction of the key account management (transformation from conventional tobacco to heat-not-burn business) and being accountable for new contracts and negotiations to support the PMI vision of a smoke-free future Ensuring all trade, market and consumer KPIs for IQOS are met (such as cost/acquisition, brand and channel NPS, conversion, sales allowances, SoM, POS visibility) Identifying opportunities and new consumer behaviour in order to test new acquisition initiatives for implementation Extensive stakeholder and relationship management, national and international and on various levels (internal and external) Presenting forecasts and various concepts within the management team and to the whole Swiss and EU organization

meepl (former Fision AG, Switzerland), www.meepl.com meepl is a software technology start-up, located in Zurich dedicated to capturing and processing human body data as well as leveraging this data with 3D garments to create virtual dressing rooms by using advanced technologies such as AI and computer vision. meepl’s industry solutions have been focused on the apparel industry (B2B2C, SaaS). However, the company has been successfully sold to Zalando in 2020 and is no longer on the market. CCO (Head of Marketing and Sales) Major achievements: Adapted very fast to a cutting-edge technology and software development environment and quickly acquired expertise and network in the field of computer vision, 3D visualization and simulation, AR & VR and size and fitting topics Introduced various marketing measures to increase brand awareness and gain market traction, resulting in a double-digit increase in incoming requests each month Successful rebranding and new UI/UX of Fision’s core service My major duties in this role included: Developing and building up a consistent brand identity and market positioning of Fision AG and afterwards meepl and its services and delivering the translation into the overall sales and marketing growth strategy and into go to market strategies Defining the communication strategy and marketing mix (PR, fairs, marketing collaborations, social media marketing, content marketing, permission marketing) to increase market awareness Planning and driving business development, identifying opportunities and new business partners and acquisition of new customers Defining the pricing strategy and pricing model Setting revenue targets, annual sales and marketing budget plans Tracking and monitoring sales progress within the sales team Relationship management with internal stakeholders, investors, business partners and clients Creating and presenting forecasts and various sales and marketing concepts within the executive board, the board of directors and to investors Being responsible for a user friendly and appealing UX/UI of meepl’s products/services in alignment with the developer team Tracking and optimizing website performance for lead generation efficiency and growth Being accountable for increased market awareness and SEO Responsible for fairs, conferences, keynote speeches in collaboration with the team Accountable for content and performance for all kind of communication channels (such as social media posts, website content, advertising, permission marketing, press releases) Evaluating and working with external PR agencies Building up an effective CRM including marketing and sales automation processes Conducting market/competition analyses and SWOT analyses Participating in board of directors’ meetings

Revenues 2017 roughly CHF 250Mio, 35.000sqm, 1000 employees, 6 Mio visitors/year In this position, I was part of the executive management and reported to the CEO with full profit center responsibility for three business units (womenswear, shoes and accessories) Major achievements: Trading up of the responsible departments Launched a new business unit, the largest shoe floor of Switzerland, with own P&L. Having been accountable for the project, including store, assortment and launch concept, staff recruitment and building up a new buying and sales team Managed over 80 projects, in time, budget and quality My major duties in this role included: Heading 80 employees with 8 direct reports Portfolio of over 280 brands on 4000sqm sales floor and online Setting revenue targets, annual and long-term budget plans, annual and seasonal purchasing plans and KPIs and ensuring that all objectives are met Setting the strategic direction for the sales and buying department Securing that opportunities, new brands and industry trends are identified and new business initiatives, new category and assortment concepts, promotions and campaigns are developed, coordinated and implemented to drive sales performance and to support the strategic direction Defining together with the marketing and e-commerce department online & offline events and communication campaigns Presenting forecasts, sales and performance reports within the executive board and the board of directors and taking decisions of relevant actions to meet targets Negotiating contracts and business plans with suppliers and business partners worldwide Creating investment proposals and profitability analysis Ensuring that high-quality service is delivered to the customer at any time Attending annual strategic summits, international fairs and trend analysis Maintaining a global network within retail and fashion industry and exchanging best practice Heading large amount of projects

Premium Departmentstore chain in Germany, with 11 stores and one very successful e-commerce store. In this position, I reported directly to the buying director. Major achievements: Double-digit growth in sales turnover and margin year by year with highest growth online Twice honored for best in class results in the whole company in omnichannel profitability Launched and sustainably implemented a highly successful and profitable private label with 12 collections a year My major duties in this role included: Buying responsibility for all stores and e-commerce, in charge of international contemporary and Luxury brands and private label Team leader of 3 buying associates Developing an annual and seasonal purchasing plan with determined objectives for each store and e-commerce Determining all e-commerce assortments and weekly newsletter activities and promotions Constantly identifying new business initiatives, industry developments, trends and brands to drive sales performance Analyzing and monitoring all sales records on a monthly basis in order to ensure all KPIs, such as sell-through rate, final stock rate, stock turnover, conversion rate, order value and gross margin are met Extensive stakeholder management with suppliers, store managers, e-commerce managers, peers and others at all levels internally and externally Negotiating prices and annual contract conditions with suppliers worldwide Overall responsibility for the private label Travelling extensively in Europe and Asia

I reported to the director of operations and managed a team of 10FTE My major duties in this role included: Overall responsibility for the whole sampling process starting with the sketch till the proto was ready to go into production Coordination of all interfaces such as design, pattern design, brand management, product management and procurement over all brand lines Negotiating all prices worldwide Maintaining strong relationship with suppliers, sourcing new suppliers and opening new procurement markets Extensive stakeholder management Travelling extensively in Europe and Asia

Globus is a popular mainstream department store chain in Switzerland with at that time 14 branches all over Switzerland. Herren Globus was at that time a menswear specialty store chain 23 branches all over Switzerland. As a menswear buyer I was providing assortments and I was cross functional responsible and driving that all sales targets in both companies and in all branches are met. Reported directly to the buying director and managed a team of two assistant buyers and one junior buyer with the same core responsibilities as I did at E.Breuninger with full budget and turnover responsibility. Purchased international fashion brands as well as coordinated, developed and purchased, in association with a designer, the private label YVES (concept brand with all product categories and 12 collections a year, business and casual, procurement worldwide) for 14 Globus branches and 23 Herren Globus branches.

In this position, I reported to the executive board. My major duties in this role included: • Leadership 25 FTE (senior buyer, buyer, merchandise planner) • In charge of the departments Womenswear (Avantgarde, Mainstream, Luxury), Evening/Cocktail, Outdoor, Accessories, Shoes and Children's fashion for Germany, Netherland, Switzerland and Belgium • Setting revenue targets, annual and seasonal purchasing plans and KPIs (including the opening of new doors and new markets/countries) and ensuring that all objectives are met • Setting the strategic direction (brand portfolio including private label, category and stylistics mix, pricing structure as well as identification of growth opportunities) • Close cooperation with the departments Strategic Purchasing, Marketing, Sales and Procurement Projects • Extensive stakeholder and relationship management • Presenting forecasts and sales performance reports to the executive board • Negotiating contracts with suppliers in cooperation with the Strategic Purchasing team

My major duties in this role include: • Setting revenue targets, annual and seasonal budget plans • Accountable for the financials • Communication with the brands (go-to-market strategies, growth planning, sales targets, customer structure) • Building up new brands in the swiss market • Accountable with the team for the sales campaign • Negotiating all contracts with new and existing brands and retailers • Key account management and client relationship management