Juan David Fajardo McLeod - Consultant, Self Employed

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Work Background

Self EmployedStrategic Advisor

Oct. 2023Bogotá, Capital District, ColombiaIndependent consultant assisting multinational companies in entering Colombia and other Latin American markets. Consulting Services Offered: • Definition of overall company strategy in the selected markets • Help define product portfolios • Market analysis • Establish prices and pricing strategies • Go to Market Strategy (defining sales and distribution channels) • Negotiate commercial terms and contracts with clients (Distributors, Supermarkets, Pharmacies, Hard Discount, Traditional Channel, E-Commerce, CE Stores) • Support in legal and regulatory matters • Help locate local manufacturers and negotiate terms and conditions • Help locate other suppliers (i.e. marketing, public relations, accounting, BPO’s, etc.) and negotiate terms and conditions • Help locate talent and help hire local staff • Sales brokerage • Establish operations Companies being advised: • Good Brands: Peruvian multinational company that commercializes over-the-counter medications (OTC’s), dietary supplements, cosmetics, and foods. https://goodbrandslatam.com/ • Pantys: Brazilian multinational company that commercializes reusable absorbent underwear for menstruation and incontinence. https://pantys.com/ • TouchBeauty: Multinational company with headquarters in the UK and China that manufactures personal care devices such as electric shavers, electric eyelash curlers, tweezers, and LED Mirrors, among others. https://touchbeautyshop.com/

NatuEraChief Commercial Officer and Latam Head

May. 2021 - Jun. 2023Bogota,D.C., Capital District, ColombiaNatuEra, Cronos Group's joint venture in Latin America, offers automated vending solutions for regulated products. Also offers reliable, high-quality, and fully-traceable hemp and cannabis extracts and finished products for the medical and wellness industries. https://smartvending.natuera.com/ https://www.natuera.com Initially Responsible to lead the Operations, the Commercial Strategy, enhance the ingredient and finished product portfolio, create the R&D, Marketing, and E-Commerce areas. Also led the SaaS and HaaS business unit. Led a project to offer automated sales to cannabis stores in the US using Hardware as a Service (HaaS) and Software as a Service (SaaS) business models with features such as: age verification and facial recognition, POS integration, and marketing and advertising modules. The solution helps improve customer experience, reduce retail operational costs, and comply with regulations. The first pilot was showcased in 11/22. (https://www.kioskmarketplace.com/articles/how-one-cannabis-kiosk-helps-dispensaries-retailers-comply-with-california-regs/) Helped launch the NatuEra Brand of CBD Wellness products in the US market with 26 skus. Helped launch two sales channels in the US to sell NatuEra´s Products: E-Commerce (D2C) (www.natuera.com) and a Smart Kiosk Platform (Vending Machine) to be placed in the Food, Drug, Mass, & Convenience (FDMC) channel (https://progressivegrocer.com/schnucks-banner-features-smart-cbd-sales-kiosks).

DISANCountry Manager

Feb. 2020 - May. 2021Bogota,D.C., Capital District, ColombiaColombian multinational with operations in Mexico, Colombia, Venezuela, Ecuador, Peru, Bolivia, Argentina, and Chile. Specializes in the Distribution of Chemicals and Raw materials for various industries such as: Personal Care, Pharmaceutical, Cleaning and Hygiene, Human Nutrition, Animal Nutrition, Oil & Gas, Paint and Coatings, and Construction, among others. Responsible to lead a team of 150 employees, 9 direct reports and a full P&L with a budget of US$ 60 million. Tasked to grow the business and optimize processes. Led a sprint project to optimize the sales team´s revenue output. The test pilot began on 06/2020 and ended in 12/2020. Results were satisfactory in terms of: acquiring new customers, growth in the # of products sold to customers, successful closure of opportunities in SalesForce, and product management. Due to its success, the pilot will be extended to other countries and industries Actively enhancing the Company´s portfolio to increase sales in the short term. I incorporated four new materials that have a sales potential of US$ 10 million per year. I analyzed more than 100 new products Reduced SG&A by 17% to adjust operating income due to slow sales produced by the recession due to COVID 19. Improved fill rate from 95% to 99% from January to July, 2020, and maintained the 99% level by enhancing the S&OP process

Genomma LabPresident Brazil

Dec. 2016 - Mar. 2019São Paulo Area, BrazilA $1B Mexican cosmetics/personal care and pharmaceutical public company with presence in Latin America and the US. Company products include shampoo, anti-aging cream, moisturizing cream, and OTC product brands such as Tío Nacho, Asepxia, Cicatricure, Medicasp, Tukol, Next, Lomecan, and Unesia. The company is the #1 TV advertiser in most of the countries where it operates. www.genommalab.com Oversee all aspects of business development initiatives, marketing and operations for Brazil including providing leadership for a staff of 60 and overseeing a business unit generating $58M in annual revenues. Tasked with growing the business including EBITDA and cash flow by re-designing the marketing strategy, promoting local manufacturing, and achieving operational excellence. After three years of decline, Genomma Brazil grew again in 2018 +11.9% versus 2017, while the market grew 4.4% (IMS). EBITDA grew +691% vs 2017 at 12% to Sales. In parallel, I improved Corporate Climate. Opened Lojas Americanas, the top Personal Care Retailer in Brazil (+1,300 stores), with the majority of Genomma’s portfolio. Designed the M&A strategy to support the Brazilian business growth. 2017 results included a 22% SG&A reduction, 433% EBITDA increase, 28% reduction in headcount, reduced days of inventories (DOIs) from 169 days to 61 days, and reduction of the cash conversion cycle (CCC) from 174 days to 59 days. Conducted an extensive revamp of staff and the leadership team including the hire of high performing team members. Cultivated a partnership with one of the largest pharmaceutical companies in Brazil to manufacture OTC products. Championed the launch of Cicatricure Serum in 10/2017 acquiring 14% market share and increasing the value of the category by 22% in only three months (source: IMS). Developed alternate sales channels such as e-commerce and “perfumeries”. Implemented a POS Display reaching 14,000 stores in 4 months

Genomma LabCountry Manager, Colombia

Oct. 2012 - Nov. 2016Bogotá D.C. Area, ColombiaProactively recruited to oversee all aspects of business development, marketing and operations for the Country including providing leadership for a staff of 44 and business revenue of $49MM. Tasked to achieve the Company’s financial objectives in revenue, gross margin, EBITDA, working capital, cash flow, and new product launches. Achieved operational excellence by reducing the cost structure in all financial objective areas. 2015 results included sales achievement of 124% to plan, 61.2% growth over 2014 and a 63% increase in EBITDA. Successfully launched Tukol (cough syrup), Silk Medic (athletes foot OTC with #1 market share after one year of launch), Genoprazol (acid reflux), Lomecan (Candidiasis), and Unesia (nail fungus with #1 market share after 6 months of launch) 2014 results included sales achievement of 103% to plan, 30% growth over 2013 and 143% increase in EBITDA. Integral part of the management team allowing Genomma to attain the largest growth in OTC products in Colombia by 58% versus 2013 (source: IMS). 2013 results included sales achievement of 108% to plan, 72% growth over 2012 and EBITDA achievement of 106% to plan, a 634% growth versus 2012. Led a restructuring process that brought headcount cost from 7.9% to 2.14% to sales. Reduced logistics costs from 7.5% to 1.68% to sales including renegotiating a contract with a 3rd party logistics company, increasing minimum purchase orders, and modifying commercial terms with customers. Improved commercial discounts for the company toward customers that improved EBITDA by 3%. Part of the Group of Best Suppliers of two of the top three customers (Exito and Copservir) by improving fill rates and sell-out. Improved days of collection from 86 days in 2012 to 38 days in 2015 by improving commercial contracts with customers.

VMwarePartner Business Manager, Andean Region

Oct. 2011 - Oct. 2012Bogotá D.C. Area, ColombiaA $6.04B US public multinational technology company and leader in cloud computing and virtualization with more than 18,000 employees and headquarters in Palo Alto, CA. www.vmware.com Established and managed the distribution model and strategy for Colombia, Ecuador, and Venezuela. ✓ Managed OEM Alliances with Dell, HP, IBM, Cisco, Symantec, and EMC. ✓ Attained 121% of sales versus plan for 2012 including a 54% growth over 2011. ✓ Increased the # of partners selling VMware solutions by 44% in the Andean Region. ✓ Developed a rapid certification program for the Top Partners of the North of Latin America (NOLA) Region by accelerating the training process at a reduced cost that allowed 65 partners, including OEMs to become certified (88% increase vs PY). This program allowed the Company to sell emerging technologies

ImationConsumer Manager, Mexico & North of L.A. and Country Manager, Colombia

Jan. 2007 - Dec. 2010Bogotá D.C. Area, ColombiaOriginally a 3M company, Imation is a $729MM US multinational technology company specializing in data storage and consumer electronics with presence in over 100 countries. Brands include Memorex, XtremeMac, TDK, and Imation. www.imation.com Tasked to grow the Consumer Division and establish a business model in Mexico to introduce new products to the market through innovative business development initiatives. Managed a staff of 40 and held full P&L responsibility for the regions. ✓ Grew sales 123%, gross margin 115% and direct operating income 132%, FY2010. Selected strategic distribution partners and key accounts in the region, hired a high-performance team of Key Account Managers, and developed specific marketing programs tailored to support each channel. ✓ Turned around the Mexico operation that was yielding a negative operating income of $240K in 2007 into a positive operating income of $721K in 2008. Eliminated a local warehouse, established direct import sales to key accounts, collected bad debt from previous years, and improved selling prices. ✓ Achieved #1 market share with the XtremeMac brand in the Apple stores in Colombia in two years. Developed an exclusive agreement with an Apple accessories distributor and worked collaboratively with Apple Colombia supporting them with each of their product launches (iPhone 4G, iPad, etc.). ✓ Captured #3 market share in external hard drives in Ecuador by working with IT hardware partners and CE retailers, as well as generating demand from consumers with periodic promotions. ✓ Gained #1 market share in optical media in Puerto Rico by opening Sam’s Club directly and developing specific products for the account. ✓ Elected “Best General Manager in the IT Industry in Colombia” in 2008 by “Gerente”, one of the leading Colombian business magazines. The magazine monitored revenue growth, service and brand awareness.

ImationRegional Manager, North of Latin America and Sub-Sahara Africa

Jan. 2005 - Dec. 2006Bogotá D.C. Area, ColombiaPromoted to establish operations for the Sub-Sahara Africa Region and expand market coverage into the main markets of the area. Managed a staff of 30 and held full P&L responsibility for the regions. ✓ By 2006, achieved $3.6MM in sales and 12% EBITDA, the highest in the Latin America and Africa Region. Expanded market coverage into Angola, Nigeria, Botswana, Kenya, and Madagascar by recruiting a high-performance team, establishing an efficient logistics model, choosing strategic distribution partners to cover the entire region, and designing a business plan. ✓ Opened Incredible Connection (similar to Best Buy) as a direct customer, South Africa’s largest technology retailer by presenting a brand strategy proposal that complemented the customer’s three tier brand strategy. ✓ Developed a social program to support Cotlands, a South African institution that helps children with AIDS. Cotlands received a percentage of the net sales in South Africa and the Imation brand received exposure in the media and retail shelf space.

ImationGeneral Manager Colombia, Central America and the Caribbean

Jan. 2002 - Dec. 2004Bogotá D.C. Area, ColombiaAccountable for driving business development initiatives to grow market share and revenue. Managed a staff of 30 and held full P&L responsibility for the regions. ✓ Gained competitive advantages and captured the #1 market share in optical media and USB flash drives in Colombia and Ecuador. Established a made-to-order cost insurance and freight (CIF) model from the factory that reduced import costs by 14%, as well as drop shipping directly to customers to counterbalance declining prices. ✓ Effectively led a consulting project in South Africa and established a distribution channel for Sub-Saharan countries, 10/2004.

ImationGeneral Manager, Colombia and Central America

Jan. 2001 - Dec. 2001Bogotá D.C. Area, ColombiaPromoted to General Manager to increase market share and revenue through strategic business development initiatives. Managed a staff of 25 and held full P&L for the two regions. ✓ Achieved #1 market share in tape backup technologies in Colombia and Central America by leading an IT sales team that targeted the top financial, telecommunications and government institutions of each country, and developing end-user seminars that increased Imation brand awareness. ✓ Recipient of Top Performer, 2001 for exceeding goals.

ImationSales and Marketing Manager, North Cone

Jan. 1999 - Dec. 2000Bogotá D.C. Area, ColombiaSelected to create and lead a sales and marketing team of 20 staff with emphasis on increasing revenue, standardizing marketing programs and processes, and restructuring the distribution channel to reduce product costs. ✓ Consolidated seven warehouses in the region into a central location in Miami reducing product costs by 15%. ✓ Led a distribution channel restructuring process that reduced the number of customers in the North Cone by 60% and improved days of working capital by 25 days by selecting master distributors/channel partners that could import product into each country and service our smaller customers. ✓ Launched Club i, an Internet-based channel loyalty and incentive program achieving the best results in the Latin American region. Actively promoted the program in the channel and created promotions to members to increase their participation. ✓ Nominated Top Performer, 1999.

ImationCorporate Marketing Coordinator, Colombia and Ecuador

Oct. 1997 - Dec. 1998Bogotá D.C. Area, ColombiaEstablish the Marketing and PR Strategy of the Region Manage the PR and Advertising Agencies Manage the Product Portfolio and Communications between HQ´s

Compass: Representing Interbrand Schechter and Porter Novelli Consultant

Oct. 1996 - Oct. 1997Bogotá D.C. Area, ColombiaInterbrand: Consultant for Ecopetrol (Colombian State Oil Company), Interconexión Eléctrica S.A. - ISA (Power Utility Company), and Frito Lay utilizing Interbrand - a US multinational company specializing in brand strategy. Porter Novelli: Consultant for Shell, Boeing, the Central Bank of Colombia and Baan Company - US multinational company specializing in external and internal corporate communications and public relations.

BBDO WorldwideAccount Executive

Jan. 1995 - Jul. 1995Bogotá D.C. Area, ColombiaUS Multinational Advertising Agency. Account Executive (Internship) for Pepsi, Gillette, Johnson & Johnson, Sony, Oral-B, Santa Clara Hotel, and Swantex.