Tim Perry: in Hopkinton, NH

Led the development of New Balance Global Running strategy and execution across owned, earned and paid communication channels which drove regional adoption and consumer demand • Owned master global campaign briefs, authored integrated go-to-market marketing plans, drove end-to-end content creation and presented to executive leadership for all New Balance Global Running campaigns, working in up to four (4) seasons at once • Transformed New Balance Running's "FuelCell" platform through a maniacal focus on differientation spanning emotive storytelling, community engagement, purpose-driven efforts, cultural moment integrations, digitally-led content creation, amplification of brand assets, dedicated media investment and global key account programs to target the global consumer muse and lead to a 32% increase in global unifed sales • Managed New Balance x New York City Marathon global consumer engagement program, "Miles for Pizza", which drove +346MM impressions through strategic partnerships (Strava, NYRR, BarstoolSports), brand owned properties (DTC, Athletes, Social) and earned media (endemic and broad) • Owned global consumer segmentation strategy, resulting in the "Next Gen Runner" consumer muse, formulated through collaboration across Consumer Insights & Analytics, Global Research (MediaHub), Running GBU, DTC/Wholesale, Social/Digital and regional surveys • Key lead working with global product and merchandising teams to understand the full scope of each product story, integral in global content creation and asset distribution across sell-in and sell-through periods • Translated global strategy into action plans through two (2) year global running marketing calendar, seasonal integrated marketing campaigns and category hero moments in partnership with key cross-functional partners including Global Product GBU, Merchandising, Marketing Communications (Public Relations, Social, Digital/SEO), Events, DTC/Wholesale and Insights & Analytics • Worked closely with regional teams (NA, EMEA, APAC, GC & LATAM) to ensure global campaign effectiveness, adoption and implementation across sell-in and sell-through periods • Led key New Balance Global Running agency partnerships, inclusive of RFP process, scope of work development, output management and analysis • Partnered with NB's Consumer Insights & Analytics teams to monitor marketing ROI and make continuous adjustments to maximize return • Ownership of New Balance Global Running consumer marketing budget and spend guidance, inclusive of external agency and partner investments • Successfully managed and evaluated two (2) Associate Global Marketing Managers

Led the marketing vision, strategy and execution for +85 Full-Price and Outlet retail locations, working across categories, including Running, Training, Basketball, Lifestyle, Teamsport and more • Drove the go-to-market strategy for key DTC product launch storytelling moments and seasonal shopping periods, collaborating with Global Brand & Retail Marketing, Digital, Social, Creative Services, Public Relations, PLM/Merchandising, Finance and more • Developed cohesive marketing strategies focused on connecting and building deep relationships with target consumer groups through fully integrated programs which meet key KPIs (ie: consumer acquisition, sales and traffic comps, conversion, earned media and more) • Leveraged CRM data to increase level of targeting, customization and sophistication to the campaigns implemented, with the aim to increase consumer engagement, acquisition and retention • Responsible for +30 annual campaign creative and media support briefings, collaborating with external creative agencies and internal cross functional partners, for timely and high-quality deliverables within budget • Introduced new cross-channel direct mail campaigns around key holiday shopping periods, leveraging CRM targeting data and driving incremental net revenue for all channels (full-price, outlet and ecommerce) • Managed the seasonal strategy and implementation related to the "Kicks for a Cause" retail charity program with partner Soles4Souls, resulting in +$300,000 in monetary and +11,000 shoe donations since inception • Successfully managed the integrated marketing programming around +15 pop-up retail brand activations, inclusive of cultural moments (ComplexCon) and brand ambassador initiatives (Big Sean) • Managed PUMA DTC's largest cross-channel marketing promotional program, Friends & Family, consistently exceeding KPIs and benchmarks (2018: +5% revenue, +3% gross margin, +8% employee participation) • Leveraged key insights and cross-functional partnerships to develop tourism-centric traffic driving programming designed to reach domestic and international travelers in select markets, resulting in benchmark achievements across traffic, coupon redemptions, corresponding product sales and more • Identified new and strengthen existing tactics as they pertained to promotions, email, media (traditional, digital & social), affiliate programming, events, in-store visual storytelling, direct mailers sponsorships, grassroots and more • Managed several multi-million dollar budgets, dictating process and priorities for all initiatives • Winner of the Q3 2018 PUMA Retail "Aspire Hirer Award" - a companywide award nominated by peers for achievement in exceeding performance expectations • Managed and evaluated one (1) Associate Retail Marketing Manager and three (3) seasonal interns

Developed and drove North American PUMA Running consumer marketing strategy and execution, partnering closely with cross-functional groups including, but not limited to: Wholesale & DTC Channels, Global Running Marketing, Sports Marketing, Public Relations, Media Buying, Entertainment and Merchandising • Led all key PUMA Running seasonal product launch plans for the U.S. & Canada, developing fully integrated and cohesive plans with multiple consumer touchpoints ranging from ATL & BTL paid media, co-op media, PR, athlete integrations, social/digital, influencers, experiential, consumer and trade events • Spearheaded the development of US Running target consumer groups, leveraging research and analytic partners, focus groups and key account shareouts • Developed seasonal Wholesale sell-in process for the category, driving cross-functional collaboration process with sales channel leaders, with an output of tailored marketing toolkits and presentations designed to drive business • Drove the vision, strategy and alignment around category and overall brand programs in North America tied to the

• Full-service consumer engagement agency with over 500 employees working across U.S. and Canada • Assisted in successfully transforming and re-launching Campbell's multi-brand platform marketing initiatives, reshaping them from in-store merchandising programs to fully integrated campaigns with multiple touch points