Rojda Lord Head of Targeted Marketing, Metro AG

Rojda Lord Head of Targeted Marketing, Metro AG Status: Married Location: Düsseldorf Email: rojda.lord@gmail.com Tel: +49 1518 221 664 Contents

CONTENT My added value Profile Key projects Professional Achievements Leadership Experience Personal Attributes

HOW CAN I ADD VALUE I see it in several domains: o Having a deep, almost 360 understanding of corporate and operational environment o The ability to add value to a wide variety of topics and projects o understanding different kinds of consumer and shopper groups: B2C and B2B o Understanding of the commercial, organizational and governance issues in multinational companies o Expertise in the fields of Marketing Communications, Data Driven / Personalized Marketing, Direct Mail, Strategy, Start-ups and Expansion o Proven track record in implementing and operationalizing processes in various areas of Retail business model o Applicability of my leadership and project management skills acquired in the international environment o Mentorship skills gained from my voluntary experiences at Startupbootcamp in Amsterdam o Entrepreneurial approach Page 3

PROFILE ROJDA LORD [1/3] Professional Experience 14 years international experience in retail/wholesale. Expertise in various functions of business model: o Marketing Communications, Promotions and Direct Marketing, Data Driven Marketing; o Country Portfolio Management: including feasibility studies in new markets, M&A activities, Start-up into new markets and Divestment) o Financial Controlling Lived in 4 countries, Turkey, Germany, the United Kingdom and Indonesia. Strong background in operational management, leading large scale, diverse and cross-functional teams - in which success is achieved based on open communication and free thinking. Passionate about moving, motivating and activating people. URL to Linkedin Profile: https://www.linkedin.com/pub/rojda-lord-mba/27/311/b3 Page 5

PROFILE ROJDA LORD [2/3] Studies MBA degree from WHU- Otto Beisheim School of Management, Germany. Graduated in 2013. Business Administration degree from Bilkent University, Turkey. Graduated as honor student in 2000. Voluntary jobs Startupbootcamp Amsterdam Voluntary lead mentor for 3 start-ups in the 2014/15 E/Mcommerce program. o The Startupbootcamp business acceleration program allows me to share my skills, experience and network to help new businesses transform ideas and products into viable enterprises. Each season 10 companies are selected to join the program. This year I have been selected as lead mentor for 3 of the startups from a panel of 120 available volunteers. My role is to lead the team in refining their business model and strategy to become a success, however that is seen to be measured. The aim of the program is to secure investment at the bi-annual showcase which will help to launch the business to the next level. My 3 companies are Startmonday.co, Saddl.nl and Eccentrade.com. o Link to my magazine coverage: http://startupjuncture.com/2014/12/09/surprises-mentoringteams-startupbootcamp amsterdam/?utm_content=buffereeaa9&utm_medium=social&utm_source=facebook.com& utm_campaign=buffer Page 6

PROFILE ROJDA LORD [3/3] MENTOR FOR STARTMONDAY MENTOR FOR ECCENTRADE

KEY PROJECTS [1/4] 1:1 Targeted Marketing Program: Implementation of data driven marketing 04/2014-06/2015 Location: Düsseldorf Role: Program Lead (> 30 Program members) Responsibilities: o Transform marketing approach of Metro C&C from non-targeted to a personalized, targeted communication, utilising customer transaction data. o Ensure the sales and frequency increase across active customers and reducing the customer churn. o Define the right communication channels (Direct Mail, E-Mail, Mobile, Web) for each customer. o Bring the right IT infrastructure to execute end-to-end targeted marketing process seamless and automized. Page 9

KEY PROJECTS [2/4] Promotion optimization: Developing a blueprint for Promotion Planning and Execution Process 01/2013 04/2014 Location: Düsseldorf Role: Project Lead (10 Project members) Responsibilities: o Creation of blueprint for standardized methodologies for planning and execution optimization of overall Metro promotion (e.g. direct mailing) activities in order to improve the ROI. o Implementation of the new processes into pilot countries. Fact Based Negotiations: In depth analysis of potential income savings by reducing Cost of Goods Sold 03/2012 01/2013 Location: Düsseldorf Role: Project Lead (25 Project members) Responsibilities: o Develop the strategy to achieve fixed potential income targets. o Establishment of corporate and local organizational structure to ensure successful implementation of fact-based-negotiation process across 31 Metro countries. Page 10

KEY PROJECTS [3/4] New Country Opening Indonesia: Market entry into Indonesia 01/2011-01/2012 Location: Jakarta Role: Project Lead (20 Project members) Responsibilities: o Develop the strategy for Market entry into Indonesia. Ensure the successful implementation of the agreed strategy ( 300m investment over three-years agreed). o Setting up the new organization in Indonesia. Feasibility Study Indonesia: Assess the feasibility of market entry 01/2010-11/2010 Location: Düsseldorf & Jakarta Role: Project Lead (> 30 Project Members) Responsibilities: o Field investigation of market potential for Metro to enter into Indonesia, considering all aspects of the business model and local conditions. steering team members with expertise in very specific areas to make accurate commercial recommendations. Page 11

KEY PROJECTS [4/4] Customer Lead Category Management: Introduction of strategic category management 01/2010 08/2010 Location: Düsseldorf Role: Project Member Responsibilities: o Developing a new category management concept/approach in order to change the company culture from traditional sourcing methods to strategic sourcing and category management which considers customer needs and market trends. M&A projects: Evaluating the Merger opportunities for Metro Cash & Carry countries 2009-2011 Location: Denmark, United Arab Emirates, Indonesia Role: Project Lead (10 project members) Responsibilities: o Identifying local partners and managing the due diligence process: o UAE: To enter the Gulf Region and establish a business unit in the UAE o Indonesia: To ease market entry and manage local legislations Page 12

PROFESSIONAL ACHIEVEMENTS Jan 2013 to date at Metro AG, Corporate Marketing o Setup Marketing Automation pilot in order to automize end-to end process of data driven/targeted marketing campaigns o Reviewed and optimized 1:1 targeted marketing vision and strategy, infrastructure, organization structure and data science o Developed a blueprint for Promotion Planning and Execution Process for Metro Countries (Metro AG) and implemented in MCC Croatia and Spain o Developed a Mobile App version 1 for Delivery customers of Metro Sep 2009 Dec 2012 at Metro AG, Corporate Group Strategy o Identified expansion opportunities in Indonesia and Brazil. Identified MCC Morocco and MCC UK as a divestment candidate (both are divested). Identified MCC Denmark as exit candidate and Metro has closed down in Denmark. o Analysed 20 countries across Asia, North Africa, South America and the Middle East to assess the feasibility for market entry o Identified joint venture potential in Denmark and lead a joint venture project in the United Arab Emirates Aug 2005- Aug 2008 at Makro C&C UK, Marketing o Established the first centralised Customer Call Centre to improve customer service activities o Boosted customer buy-in rate from 65% to 80% through the creation of new recruitment processes as well as utilising an external call centre o Credited for reactivating >200,000 non-buying customers through the use of new promotional tools and introducing Life Cycle Management Program o Improved customer data accuracy from 55% to 85% through the creation and management of a Customer File Quality Team o Increased turnover by 20% average across three stores by piloting an in-store delivery initiative o Designed and implemented the first Makro UK customer loyalty programme, including nation wide roll-out o Designed standardised customer questionnaires for field force which were selected as best practice by Holding company and rolled out globally Page 14

LEADERSHIP EXPERIENCE Leadership Leadership role in various projects with an international scope: 2013-2015: Managerial position in an international environment with functional responsibility for data driven and personalized marketing. 2 direct reports and 15 program members. 2012-2013: Managerial position in an international environment with functional responsibility for promotion management (Direct mailing, Mobile Apps, Multichannel). 1 direct report and 10 project members 2009-2012: Managerial position in an international environment with functional responsibility for country portfolio management (New markets, Merge and Acquisitions, Divestments and Startup) 2008-2009: Managing feasibility studies into new markets 2006-2008: Managerial position within marketing department with 4 direct reports and 13 team members in total Page 16

PERSONAL ATTRIBUTES Personal attributes Business acumen Strong implementation skills Hands-on attitude High-level of presentation and facilitation skills Highly strategic and analytical approach Strong management of internal and external stakeholders High service and customer orientation with strong social and intercultural competencies Very pro-active and dynamic approach Creative, and very open-minded to new ideas and change Excellent team member and leader Page 18