Alex Macharia

• Led strategic and execution ownership of Sales, Trade Marketing, Route to Market, Brand, Product Launch, S&OP, Revenue Growth Management, top- and bottom-line budgets, and Business Development • Volume growth in 2021/22 at +2.6 times, +3.3X on revenue • Successful launch of Spirits and two cider variants • Managed critical investor relations and stakeholder management during successful UK-based crowdfunding via Crowdcube

• Exercised strategic influence as a member of the KBL Board to align commercial operations with Diageo’s global growth standards • Strengthened compliance rigor by deploying a Distributor audit strategy that delivered 100% adherence to global governance standards • Launched Tusker Cider, gaining 73% numeric distribution in 3 months • Rolled out automated Distributor Management System with 68% increase in call rate and a 32% increase in execution standards • RTM revamp leading to a +212% revenue growth

• Streamline, align, generate synergies and economies of scale across West Africa in the key competencies resulting 19% Cost of Sales (COGS) saving • Turn-around the Nigerian business through: Market revamp (pushcart vendors and distributors) hence moving from decline to +17% top line growth • Re-alignment of first-mile and last-mile logistics, warehousing and distribution (depots and cold chain distribution) leading to a 21% cost reduction • Relaunch of ice cream with a 7% market share gain over period

• Business turnaround - decline to +23% on topline • Redesign of cold drink model – growth of +92% in rolled out areas • GTM redesign delivering +42% topline • Best country in BU in the 2013 RED Culture Execution Awards (34 countries, 78 plants) and 2014 Sales and Marketing Excellence award • Coca-Cola Global Commercial Execution Awards finalist on Revenue Growth Management • Customer development work moved company from 6th to 1st position in Top of Mind • New channel development became 6% of total revenues

• Stills Beverages Growth of +57% CAGR • Route to Market Redesign and New Product Development • Cost to Serve Market and distribution efficiencies driving 19% EBIDTA growth • Design, Roll-out and Entrenching of Right Execution Daily – now a best practice in Coca-Cola East & Central Africa Business Unit • Designed, piloted and rolled out pre-seller order generation and automation route-to-market project that is now a best practice in the Coca-Cola system • Design and Roll-out of Sales Force Automation (HHT)

• Strategic leadership in marketing, business development, public affairs and communications • 6% Market Share gain • Improved marketing ROI from 6:1 to 9:1 (revenue to marketing cost ratio) • Influenced national excise tax policy as a Presidential Investors Round Table member, successfully lobbying against excise tax escalations on soft drinks and refined sugar

• New product launch and brand management • Market Intelligence and resultant marketing intervention design • Channel & Customer Development • Provide leadership in the AB Demand & Operational Planning (D & OP) process.

• Short term assignment with specific mandate to set up the Key Accounts department and capability development • Key Accounts growth of 153% during period