David Ekey: in Boynton Beach, FL

• Fiscal planning, profit, and loss accountability for multi-billion-dollar business; achieved revenue and exceeded margin plan in 2019 • Grew market share of Printing Solutions 10bps while maintaining unit share in 2019 via trend analysis and development of a strategic pricing strategy • Data driven management of 10,000 unique products across 1,300 retail locations, two independent websites, a B2B organization, and 200,000+ contracts • Management of 5 associate merchants with responsibilities to coach, motivate, train, and evaluate • Coordination of B2B selling solutions across 400 inside associates and 1.400 field representatives • Responsible for assortment planning, pricing, promotional cadence, and product merchandising within brick/mortar and ecommerce platforms • Influential management across multiple departments: Ecommerce, Marketing, Finance, Inventory, Legal, Sales, Training, Private Label, and Operations • Planning and utilization of paid search and onsite advertising to enhance ROAS by 5% over the prior year • Ownership, negotiation, and implementation of multiple strategic business plans, $100M contracts, and vendor performance programs across several national vendors and private brand • Led strategic development of 3-5 year business plan and integration into corporate mission and goals

• Planned promotional strategies representing over $2B in annual volume across 50 merchants within key product areas including Tools, Sporting Goods, Outdoor Living, and Lawn & Garden • Directed $40M annual marketing budget in a cross-functional role utilizing integrated assets and omni-channel messaging including strategic marketing, merchandising, inventory management, and customer engagement • Digital marketing experience includes messaging across mobile, SMS text, SEO, social, retargeting, programmatic video, email, and dot com. Print marketing experience includes direct mail, roto, catalogs, and localized fliers • Relaunched the Craftsman Exclusives Club and key promotional events, generating email open rates 20% greater than corporate average and conversion rates 100% higher than previous campaigns • Created monthly emails to 4.5M members supporting Craftsman Club; member engagement in the club increased by 5% with 225,000 members reactivating during drive period • Increased exposure and click rate by 25% in the weekly digital / ecommerce ad for Tools and Lawn & Garden

• Led a high-performance team of 5 to develop strategy, implementation, project management, and execution of personalized marketing • Combined big data with real time contextual information; this initiative provided targeted customers with a unique and compelling deal on relevant items utilizing millions of data points and automated trend analysis • Coordinated integration with analytics, marketing, store operations, legal, IT and lead change management across the merchant community • Created weekly targeted personalized email program to 1.1M members; drove frequency and sales in Grocery and Drugstore CPG (consumer packaged goods) through RFM (recency, frequency, monetary) and personalized deals • Increased annual visits by an average of 2 trips/member targeted resulting in $800M revenue • Coordinated personalized point of sale coupon program to drive return trips and increase cross shopping; experienced 11% redemption rate vs 1% previous department average

• Spearheaded enterprise-wide expansion of the proprietary loyalty program and marketing allowing 150M members to earn and redeem hundreds of millions of dollars in points annually while spending over $100B since inception • Strategy development, ideation, implementation, execution, marketing, and internal change management for multiple pricing initiatives within the Shop Your Way loyalty program: two tier, three tier and spend/get • Developed financial pro-forma models to validate concepts, conducted A/B testing to measure impact, and created optimization reports • Leveraged agile based program management to ensure milestone achievement and on time delivery • Led a team of 12 Community Ambassadors across the nation. Developed localized events and promotions • Conducted weekly update sessions with CEO and key Senior Leaders reviewing execution milestones and KPIs

• Managed purchasing and P&L (sales, margin, turn and GMROII) for a business representing $100M in annual revenue and $26M in gross margin in roughly 2,000 stores across both Kmart and Sears • Accountable for weekly financial forecasting, annual budgeting, and strategic 3-year planning; utilizing internal data, trend analysis, and third-party reporting • Mentored, coached, developed, and promoted four Associate Buyers to Buyers during tenure • Developed strategic direction, product selection, merchandising, SKU optimization, sourcing, price optimization, vendor relationships, negotiation of brands, cost, promotional cadence, subsidy, co-op funding and payment terms • Managed 12 vendor partners to drive performance improvement, set performance standards and held accountable for results • Led routine price analysis, competitive review, and promotional effectiveness to maximize ROI across multiple vendors utilizing third party data and internal reporting • Product launch of on trend bicycles and accessory assortment into the Sears full line stores. $12M annual revenue and $3.5 GM first year. • Simplified the process for scheduling bicycle assembly, negotiated fees, and master service agreement / contract saving $500,000 annually