ROSA SOTO

786-***-**** • adx7p1@r.postjobfree.com • 10711 SW, 70 ST 33173 Miami, FL

FOR PROFESSIONAL RECOMMENDATIONS PLEASE CLICK HERE Global communications professional with 15+ years’ experience as a leader and change agent in multinational organizations

(EMEA, US, Canada and LatAm).

Respected as a knowledgeable and effective spokesperson and experienced crisis manager. Strategist able to quickly evaluate organizational challenges and develop the talent to rebuild communications teams. Promoted three times in 24 months due to strong performance and organizational impact. RETAIL, TOURISM, HOSPITALITY, REAL ESTATE, CONSUMER, TECHNOLOGY, DIGITAL MEDIA CORE COMPETENCIES

● Internal Communications

● Employee Engagement Strategies

● Change and Crisis Communications

● Executive Communications

● Messaging Strategy and Storytelling

● Speech Writing

● PR and Media Relations

● Public Affairs

● Events and Conferences

● Brand Positioning

● Social Media Strategy

● Team Leadership & Development

PROFESSIONAL EXPERIENCE

PriceSmart (NASDAQ:PSMT) (Miami, FL) VP of Communications 01/2020 – Present BTC, RETAIL, E-COMMERCE

US, Central America, Colombia, the Caribbean

Directed the company’s internal, external and crisis communications in 13 countries. Hired with the primary objective of building and leading the global corporate communications team from the ground up. Manage a direct team of 4 communications professionals plus contractors, vendors, agencies. I began as Director of Communications and PR, then was promoted within the twelve months to Vice President. Responsible for setting enterprise messaging, managing governance around enterprise communications, and ensuring consistency of corporate voice across the company's internal and external communication platforms.

Internal Communications and Change Management

● Developed and executed engaging and inspiring internal communications strategy and content aligned with the company's mission, vision, and goals, utilizing all available internal communication vehicles: Intranet, Email, MS collaborative apps, Town Hall meetings, employee events, and other in-person interactions. Crafted a narrative and messaging strategy for the employer brand, resulting in a 30% increase in employee retention rate and a 120% cost saving in department communications.

● Deployed an exclusive employee email and SMS engagement platform (software) that allowed the company to double corporate emails, communications, newsletters, and other employee communications that increased engagement by 300%. Implemented monitoring and analytics report tracking the performance, engagement and impact of internal communication programs, using data and feedback to identify opportunities for improvement on an ongoing basis.

● Identified synergies and partnered with HR and ESR heads to implement communications and programs that developed employee diversity, equity and inclusion. The company earned its first-ever Most Love Workplace Certification in 2022.

● Redesigned and launched the internal Website using the SharePoint platform to engage and align a diverse and geographically dispersed workforce.

● In partnership with HR and Legal teams, crafted and implemented internal compliance policies and procedures related to internal communication, resulting in a 50% average decrease in incidents related to employee misuse of corporate communications, social media and IT/cyber-security threats.

● Collaborated with Human Resources and operational senior leaders to develop targeted (front-line workers) educational communications and engagement campaigns that supported their objectives. Executed an employee video campaign based on tips to decrease accidents at work, resulting in a reduction of 80% from the previous year.

● Created and launched an annual survey to evaluate the effectiveness and relevance of communications content and delivery.

● Collaborated cross-functionally to lead and oversee organizational communications and change programs for internal and external audiences, including communication plans, sponsorship roadmaps, coaching/training programs, and resistance management plans. Key initiatives included a global rebranding campaign, onboarding process digitalization, and the company’s transition to hybrid workplace, e-commerce company acquisition and merger, cybersecurity culture, and operations. expansion across 13 countries, among others. Earned recognition and awards from the CEO (Above and Beyond Employee). Award, 2021).

Rosa Soto Resume, Page 1 of 4

ROSA SOTO

786-***-**** • adx7p1@r.postjobfree.com • 10711 SW, 70 ST 33173 Miami, FL FOR PROFESSIONAL RECOMMENDATIONS PLEASE CLICK HERE Executive Communications

● Provided support, training and information to the CEO, and senior executives (including Human Resources, Legal and Compliance, Finance, Operations, Cybersecurity, and Sustainability) on speeches, internal communications and Town Halls, presentations, videos, press interviews, events and content on LinkedIn.

● Designed and executed the process for CEO communications, including: defining voice and style of content for CEO communications, planning, review and quality control process, measurement process and report preparation, archiving content process.

● Oversaw and edited the content of the CEO's communications, including memos, letters, speeches, presentations, video scripts and other communication materials, ensuring that all materials accurately reflect his or her unique communication style.

● Developed regular cadence of communications for the CEO and senior leadership team, including Annual Strategy Day, Town Hall meetings, Annual Sales meetings, and quarterly Buzz employee newsletter to stay informed of important company information.

External Communications and Media Relations

● Reorganized the Marketing and Communications team to create a unified member-centric experience through technology, processes, analytics and a strategic corporate content approach that resulted in a 40% cost saving in department marketing communications.

● Key contributor to rebranding 25-year-old logo campaign. Crafted a narrative and messaging strategy around the company’s legacy and goals for the future to announce the brand refresh to employees, members, and investors, delivering a 30% increase in membership renewal rate, and a 20% employee’s sense of belonging in 2021.

● Developed a PR, Media Relations, and social media function and strategy to rapidly raise the visibility of the company and reputation as a trusted multinational company in the Americas. Secured 150+ media articles and cadence coverage per year on average; totaling 80k+ social shares, 715M+ UMV reach. Merco Reputation Index's 2022 ranked PriceSmart as the #1 Most reputable company by the Public Opinion in Central America.

● Drove coverage and recognition for the senior executives in major business, broadcast, government, local and trade media and security associations including, the CEO’s interviews in Forbes and the CEO Magazine; a nomination for a SecBlinken Award by the US Embassy in Latin America; a coveted seat on Executive Committee of the Vice President Kamala Harris' initiative "Partnership for Central America", and selected out of numerous companies to participate on the Annual Meetings in 2022 IV CEO Summit of the Americas.

● In collaboration with the social media team, championed the first comprehensive employee culture campaign, which was implemented through LinkedIn and an e-newsletter for all employees. This strategy led to a 500% increase in engagement rate and brand visibility.

Crisis Communications

● Revamped Corporate Crisis Communications Plan and process; directed Crisis Management’s response by making key decisions impacting operational success (Data breach incidents, Product Recall, Incidents with Employees, C-Level Executive Transitioning, Member discrimination suits, Media and Social Media Crisis, etc.).

● Served as spokesperson/principal communications and advocacy liaison to media outlets, governmental bodies, private sector organizations and educational and philanthropic institutions. Teads (Miami, FL) Head of Communications, PR, and Events 02/2018 – 12/2019 BTB, MARKETING, AD-TECH, SAAS, AI

US, Mexico, Colombia, Argentina, Chile

Responsible for the development and implementation of marketing communications and employee communications strategies to promote the company vision, culture and business goals, its products, industry research reports, and executives, across all relevant multinational media platforms and trade events for Latin America and the US South Markets.

● Partnered with the HR team to develop and execute internal communications strategies and programs for employees. Developed guidelines and best practices for internal communications across the organization.

● Advanced the cultural transformation of the company through the implementation of a global, holistic communications strategy and a close working relationship with the CEO and senior leadership team.

● Developed internal newsletters, podcasts, communications to inform, engage and motivate employees, sales teams and channel partners.

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ROSA SOTO

786-***-**** • adx7p1@r.postjobfree.com • 10711 SW, 70 ST 33173 Miami, FL FOR PROFESSIONAL RECOMMENDATIONS PLEASE CLICK HERE

● Developed and implemented a PR and social media strategy to rapidly raise the visibility of the company. Secured coverage and recognition for company and executives in major trade and business, broadcast, government, local media and security associations including AdWeek, CES Las Vegas, Cannes Lions, and channels publications.

● Launched media and advertising campaigns with local press to generate awareness and increase visibility of the company. Submitted and won Advertising Campaign of the Year Award FOMLA (US Hispanic and Latin America). Secured articles in Florida Business Review, Adage Magazine, Produ, among others. Selected out of numerous companies to become the jury/advisor to AdWeek Awards Leadership Forum, Latin America.

● Partnered with business intelligence, product innovation and sales teams to develop narratives and execute content strategy embodying Teads core messaging across sales, digital, thought leadership and marketing that supported revenue growth. Applied customer insights and market intelligence to link the brand strategy through execution.

● Hired US PR agency and managed International PR agencies to further develop the company's brand as a global ad tech company - (Mexico, Colombia, Brazil and South Cone).

● Established effective analyst relations programs with the industry’s experts for ongoing communication and education, and preparing briefing tours, presentations, and documents.

● Created a blog ambassador program utilizing company executives and digital business experts to author articles about artificial intelligence for advertising, advanced threat protection, breach detection, endpoint security, malware detection, threat intelligence, privacy and policy, and industry trends.

● Drove the creation of a global brand standards guide and brand messaging/thought leadership framework that was adopted by the EMEA and APAC marketing comms teams.

● Developed, managed, and executed earned events and awards strategy. HispanoPost Media Group (Miami, FL) Director of Marketing and Communications 01/2017—12/2017 BTB, DIGITAL MEDIA, VIDEO MOBILE CONTENT, TECHNOLOGY Europe, US Hispanic, Latin America

Promoted within twelve months from Senior Manager of Marketing Communications to Director.

● Managed marketing-sales projects including design, development, and implementation of consumer research.

● Blueprinted Public Relations & publicity strategies resulting in 90+ million free EAV, making use of earned media channels, including broadcast, print, and online.

● Guided innovative approaches that resulted in 5 awards for the company in the US, Latin America and Europe. 3A Worldwide Agency (Miami, FL) Vice President of Public Relations 03/2014—12/2016 TOURISM, HOSPITALITY, REAL ESTATE, LUXURY, TECHNOLOGY US, Canada, Latin America, the Caribbean

Promoted from Co-Director of Communications and Public Relations to Director in twelve months, and then to Vice President. Responsible for new business development, budget management, team leadership and strategic counsel. Areas of expertise included corporate brand positioning, internal communications, media relations, community relations, special event planning and execution, crisis management and executive leaders’ communications.

● Directed and oversaw a marketing and PR strategies, and crisis communications in the region for key clients, such as:

Tourism: JetBlue Airways (Latin America), Tourism New Zealand (Latin America).

Hospitality: Meliá Costa Hollywood (US), Trump Ocean Club (US and Panama), Marriott International (CALA), Edén Roc Cap Cana (DR), Casa de Campo (DR), NYC Hotel (NY and Canada).

Luxury: Ferretti Yachting, Miami Fashion Week, Forbes Real Estate Forum, Armani/Casa, Audi.

Technology: Gowex, Oppous, Olympus.

● Led a team of local executive communications managers in the development of marketing, PR and Events for clients. I was the communications executive responsible for developing content communications, scripts, presentations and videos for regional PR and media conferences, for the C-level executives of Jetblue Airlines, Marriott International, and Trump Properties.

● Built a new portfolio of public relations services that included customized crisis management and reputation communications, internal communications programs, and media training exercises for spokespersons. These capabilities enabled the agency to increase its PR margins by 15-20%.

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ROSA SOTO

786-***-**** • adx7p1@r.postjobfree.com • 10711 SW, 70 ST 33173 Miami, FL FOR PROFESSIONAL RECOMMENDATIONS PLEASE CLICK HERE Ma News & Comm, Agency (Miami, FL) PR and Communications Director 08/2008—02/2014 MEDIA & ENTERTAINMENT, BEAUTY, TECHNOLOGY

Europe, US, Latin America, the Caribbean

● Designed, guided and supervised the implementation of public relations, media relations and marketing strategies for key clients such as:

o Beauty/Fashion: Revlon (LatAm), Onda de Mar (FL). Channel (Caribbean). o Media and Entertainment: AMNC/ Sundance Channel (LatAm)! HOLA! TV (US); Marca and Elmundo.es (LatAm). o Technology: Celistics (LatAm), Movilway (LatAm), Suredestiny (LatAm), PCS Wireless (US and LatAm), Utiba America

(the Caribbean).

o Non-Profit Organizations: Spain US Chamber of Commerce (FL), Miami Dade College (FL).

● Managed all project objectives, logistics, resources, teams (up to 6) and budgets (six-figures). EDUCATION AND CREDENTIALS

Centro de Estudios Financieros, Madrid, Spain

Executive Master of Business Administration (E.M.B.A.) in marketing, 1999 Centro de Estudios Financieros, Madrid, Spain

Postgraduate Certificate in Business Administration, 1997 Universidad Complutense de Madrid, Madrid, Spain Bachelor of Laws (LL.B.) in international business, 1995 OTHER CERTIFICATIONS

Harvard University

Improving Your Business Through a Culture of Health, 2022 Harvard University

Rhetoric: The Art of Persuasive Writing and Public Speaking, 2023 Harvard University

Technology Entrepreneurship: Lab to Market (in progress) Prosci, Change Management Certification (in progress) PROFESSIONAL AFFILIATIONS

Member of Public Relations Society of Americas (PRSA), 2022 - Present Member of Ragan’s Communications Leadership Council, 2023 Volunteer Director of Public Relations, Save the Water™ (STW™) Florida, 2023 AWARDS AND HONORS

Received the 2020 Above and Beyond Award”.

LANGUAGES

English Fluent. Spanish Native.

SKILLS

Everbridge Alerts, Cision and Business Wire, Salesforce, Microsoft Office (expert on PPT and Excel), LinkedIn, IG, Facebook App, Adobe Creative; HubSpot, SEO, Google Analytics.

INTERESTS

Sailing, kayaking, photography, and literature.

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