Ricardo Fernandez Fernandez

Responsible for maximize Turn-over and Profit in designated region Advice, support and execute the European Annual Plan Promote and ensure market loyalty, and increase retention rate and market penetration Serve as a link between markets and central services in the following areas: Logistics (stock level, level of coverage, turnover ratio, level of first assignment, etc.) Parts pricing (price repositioning, distributor’s margin calculation, range of product families, etc.)

- In coordination with the aftersales marketing team, deploy central projects and develop local activities in the following areas: - CRM program - Loyalty Program and customer retention - Launching new central and local range of products - Marketing plan and trade marketing spot actions (B2B and B2C) - Parts & Service pricing focus, benchmark competitors and propose corrective actions - Development of new sales channels

- Work in coordination with the local markets to achieve the objectives of following areas: Gross Turnover, Trading Profit and Market Share - General Marketing Plan development, communication and adaptation to each market - Quarterly review of budget and targets for each market based on the account P & L. Defining specific corrective actions for each case - Study and analysis of market and main competitors detecting business opportunities. Development and presentation of Business Case

- Responsible for Aftersales Business development of dealer network - Setting targets (Quantitative and Qualitative), following-up and forecasting - Implementation concrete Marketing and Business Plans, maximizing profit and Margin - Logistics. Analysis and correction of main KPIs - Staff training. Design and supervision of specific training plans for the workshop teams - Fulfillment of CXE aftersales standards (facilities, equipment, staff, etc.)

- Calculation, monitoring and reporting the goal of parts and accessories dealer network - New products development locally and reporting to Head Quarters about product needs of the Spanish market (spare parts and accessories) - Technical and commercial support to the dealer network (product specifications, installation of accessories, spare parts catalog search, etc.) - Specific training programs to promote sales of parts and accessories, both to Commercial and Service Advisors

In the Sales Engineering Department - Trucks: - Build up commercial offers of special trucks and fleets. Trucks technical configuration according to the customer needs - Development and signing of Official Certificates to legalize trucks. Review of the distribution of weights and configurations installed by bodybuilders in trucks, checking the fulfillment of European Directives Body Builder Manual and technical recommendations by the Brand. - Technical support to dealers and body builders

Marketing, Finances, Strategy, Human Resources; Foreign Trade, Legal Aspects. Every subject focus on the business field.