Maurizio Lezzi

Focus on define & execute strategic direction, project management & consumer understanding on: • redefine Brands fundamentals: positioning, need structure & product attributes; • support brand renovation based on needs evolutions and new consumption occasion • lead brands expansions strategies into new categories & countries • build global consumer framework, identify cross categories innovation opportunities; • accelerate the core via Pricing, Portfolio & Range Extension

Responsible for leading core portfolio growth and innovation strategy for existing dairy platforms and new market segments: • Core business renovation via portfolio relaunch & repositioning; • Set up and implementation of European Snacking Strategy for the category; • Support category sustainability vision and 2018-2025 implementation plan; • Coordinate Country Marketing Plans & lead Net Revenue Management Projects;

Responsible for base business growth and team management via Marketing & Sales initiatives focused on: • new consumer needs, new channels opportunities and customers strategy: ; • Lead “end to end” Country projects with Marketing/Sales team on short term opportunities on portfolio/price and define 3 years roadmap; • Lead cross functional team with Global Perfect Store Team & Global Innovation Team to define commercial strategy & customer vision; • Setup & Roll out Ecommerce Portfolio Strategy;

Responsible to define and implement short/long term strategy with P&L responsibilities including: • Develop growth strategy and business plans of total beverages business for Europe; • Category Global Marketing Plan & Country Marketing Annual Plans coordination; • Project Leader in driving and implement global expansion agenda (AP & Latam) for total beverages; • Development of global ecommerce strategy for “the launch of “On Demand” & “Capsules” Business in Asia Pacific & Latin America;

Responsible for management of Coffee Platforms, cross market innovation launches with full accountability on business strategy development, Global P&L, equity & activation plan: • Lead Global and Regional innovation strategies, identify and assessing new platforms and develop and implement “Cross Category” activities; • Manage Development & launch of new product platforms; • Define Long Term Packaging Strategy for Soluble Coffee

Accountable for business strategy, marketing activities, communication development and the achievement of market performance & financials targets. Responsible of international projects/innovation launches and European roll out. • Portfolio management of Petfood category: communication development, trade marketing activation, CRM, Brand Equity Manager lead; • European Brand Equity Manager: European ADV campaign development and BTL activation plan definition & implementation;

Core Business category leader, responsible for the team management and co-creation of the Italy & EU brand strategy and the execution of the innovation programme, to deliver double digit growth targets on Business annual sales of €290million. • Re-launch of the Rio Mare Brand (sales turnaround from a +5% in 2006 to a + 16% in Year to Date 2009, +1.8 pt share); • Team leader in innovation process & new products development for the entire portfolio