• Develop and implement sales strategies to achieve the company’s growth objectives in the Latin America market, ensuring alignment with overall company goals. • Identify and pursue new business opportunities, expand market share, and build a strong client portfolio across key industries. • Establish and maintain relationships with key clients, industry stakeholders, and strategic partners to drive long-term business growth. • Ensure revenue and profitability targets are met by overseeing pricing, margins, and promotional activities, maximizing sales performance. • Conduct market research to understand industry trends, customer needs, and competitor activities, using insights to adjust strategies as necessary. • Develop accurate sales forecasts, monitor KPIs, and provide regular reports to senior management on sales performance and market insights. • Lead, mentor, and develop a high-performing sales team, fostering a culture of achievement and continuous improvement. • Work closely with marketing, product, and customer service teams to ensure customer satisfaction and strengthen brand presence in the Latin America market.

• Planned and executed the business plan for the retail business from 2018 to 2024, achieving significant growth in market share for ecosystem categories across Mexico and LATAM countries, including Peru, Guatemala, Panama, Colombia, and El Salvador. • Reported profit KPIs for Mexico and LATAM countries directly to mainland China, ensuring alignment with regional and HQ objectives. • Successfully positioned new points of sale, expanding market presence and accessibility. • Administered P&L reporting to the VP of LATAM, achieving revenue YoY growth targets set by HQ and the region. • Increased ROI in both offline and online commerce through strategic initiatives and efficient resource allocation.Achieved a 21% market share increase (Value USD) in 2022 vs. 2021 and 42% in 2021 vs. 2020 through PSI/P&L control management. • Designed and implemented strategic plans tailored to each customer and category, resulting in improved accuracy in performance and margin units. [DATOS PERSONALES COMPLEMENTARIOS] • Increased margin units from 7.1% to 11% over the last 3 years through cross-margin analysis and a targeted product/price strategy, meeting a key KPI for HQ in China. • Restructured profiles, KPIs, and key positions to strengthen commercial areas in collaboration with marketing, after-sales service, logistics, and retail departments. • Developed in-house CPFR and PSI analysis and communication tools, raising customer service level to over 92.0%.

• Managed principal key accounts, improving profitability by over 38% in the TV business. • Defined and executed the strategic plan for the TV business from 2016 to 2018, achieving significant market share growth in the mass merchant channel, including Walmart, Soriana, Chedraui, and regional retailers. • Managed profit KPIs for the Mexico TV business, aligning strategies with seasonality and product department goals. • Ensured sell-out and sell-in accuracy, meeting targets and improving inventory efficiency. • Increased and monitored ROI for key customers and partners, optimizing investments and strengthening relationships. • Delivered YoY revenue growth in line with HQ and regional targets, driving consistent business performance. • Increased revenue by $26M USD in 2018 compared to 2017 by implementing an 80/20 product strategy and aligning P&L with sell-out forecasts.

• Achieved a 23% growth in sales at Walmart in 2018 compared to 2017 through market analysis in the industry. • Increased market share in Best Buy from 52% to 67% during Buen Fin (Mexican Black Friday equivalent) in digital appliances by implementing a targeted product and pricing strategy in department stores. • Managed key accounts, improving profitability by over 38% in the TV business. • Defined and executed the business plan for the TV segment from 2016 to 2018. (suggested KPI: revenuegrowth or market share increase) • Increased market share in price club channels (Sam’s Club and Costco) from 33% to 39% through a differentiated lineup strategy aligned with GTM and marketing departments.

• Optimized the lineup by 32% in the TV Business through segmentation of hero products and market analysis. • Increased sales by 12% in audio, entertainment, and TV business categories from 2013 to 2014 by managing CRM/PSI control. • Reduced turnover DOH (days on hand) by 39%, decreasing from 276 to 168 days within 3 months through correct lineup selection. • Implemented and executed new streaming devices, generating an additional $67M MXN for the company. • Developed and aligned field force at the point of sale, enhancing company awareness through collaboration with marketing, retail, and commercial departments. • Conducted retail reengineering for the commercial structure, optimizing operations and driving efficiency. • Achieved profitability in electronics (mainly TVs) by meeting monthly and yearly targets. • Reduced days of inventory at both points of sale and warehouses, improving turnover and minimizing holding costs. • Coordinated sell-out forecasts and sell-in deliveries with vendors, ensuring seamless inventory management throughout the year. • Aligned electronics strategies with operations, marketing, and retail departments, fostering cross- functional synergy. • Reported and developed comprehensive business plans and strategies for the electronics department, driving sustained growth and alignment with organizational objectives.