Visionary executive with proven skills of brand & business management gained while working with leading consumer brands in complex and highly competitive environments both domestically and internationally.

Global Brand & Marketing Director @ From June 2015 to Present (7 months) Stockholm, SwedenBoard Member @ From May 2013 to Present (2 years 8 months) VP Corporate Development @ Responsible for Corporate Development. Reporting to Group CEO/President. From February 2014 to May 2015 (1 year 4 months) Stockholm, SwedenChief Strategy Officer @ Key responsibilities: • Head of Corporate Strategy unit and member of Group Management Team. • Member of Strategic Leadership Team together with CEO and CFO. • Group strategy development and secure translation into operational execution. • Developing group business plan and ensuring that all functional and business unit plans support overall objectives and strategy (joint responsibility with CFO). Reviewing and approving business plans together with CEO and CFO. • Developing and implementing overall KPI-system and monitor progress against objectives. • Group responsibility for market and business intelligence, trend & scenario analysis and consumer insight. From April 2012 to February 2014 (1 year 11 months) Stockholm, SwedenMember of the Executive Committee @ From January 2012 to May 2013 (1 year 5 months) Stockholm, SwedenCMO/Marketing Director @ Key responsibilities: • Head of the Marketing Department at Svenska Spel • Overall responsible for managing a portfolio of 15 brands (Triss, Keno, Lotto, Stryktipset, Oddset etc) with an annual net gaming revenue exceeding 6,6 billion SEK (1 billion USD). Responsible for all marketing investments, product development, pricing and distribution strategy. Responsible for both on- and offline sales. Executing more then 30 major brand activities/campaigns per year. • Significant commercial responsibility. Full P&L responsibility and responsible for short- and long-term business planning. • Significant cost budget responsibility. • Managing a department consisting of 64 people including; Marketing/Category Managers, Brand Managers, Communication Managers, Media Manager, Business controller, Creative Director, On-line Communication Managers, Production managers, the Sport trading department and the Market research & Consumer insight department. From April 2010 to April 2012 (2 years 1 month) Head of Marketing Number games & Instant tickets @ Key responsibilities: • Responsible for managing a portfolio of 8 brands (Lotto, Keno, Triss etc) with an annual net gaming revenue exceeding 4 billion SEK (0,6 billion USD). • The position involves being responsible for all business planning for the brand portfolio, having full P&L responsibility and managing a team of 12 direct reports. • Significant cost budget responsibility From February 2009 to March 2010 (1 year 2 months) Global Director Brand Development ABSOLUT VODKA @ Key responsibilities: • Responsible for Global Brand Strategy and securing the long-term strategic development of the brand in line with overall brand and business objectives. • Global Brand Communication and Media strategy • Lead development of Global Brand Plan (Brand & Business plan) • Product innovation and product refinement projects within the portfolio (pre-study, concept development, positioning, business case, commercialization etc.) • Global price positioning and distribution strategy • Define global market research needs • Lead and coach the team • Part of the Global Marketing Management Team at Absolut Spirits • Significant budget and commercial responsibility. Accountable for global brand P/L From July 2007 to December 2008 (1 year 6 months) Global Brand Director ABSOLUT VODKA @ Key responsiblities: • Being the global head of the brand • Responsible for global marketing strategies, key initiatives (product and communication development), brand plan and global marketing budget. • Represent the brand and company in relation to media • Significant budget and commercial responsibility. Accountable for global brand P&L. • Lead and coach the Global Absolut Vodka brand team From March 2006 to June 2007 (1 year 4 months) Global Manager Communication Platforms ABSOLUT VODKA @ Key responsibilities: • Overall strategic responsibility for developing global brand image campaigns. Responsible for the integrated launch of these projects through all communication disciplines. • Branded entertainment projects that Absolut Vodka conducts with world-famous and up-and-coming artists, fashion designers and musicians. • Global Event strategy and guidelines. • Strategic responsibility for the Absolut Icebar franchise concept. • Manage relationship with PR, Web, Event, Media and Advertising agencies in New York, Paris, London, Amsterdam and Stockholm. • Significant budget responsibility (the largest communication projects Absolut Vodka conducts). • Lead and coach the team. From July 2004 to February 2006 (1 year 8 months) Acting Global Director Communication Development ABSOLUT VODKA @ Key responsibilities: • Head of the Global ABSOLUT VODKA Communication Development team and responsible for global brand communication development within all disciplines. • Manage relationship with global agencies • Lead and coach the Communication Development team • Significant budget responsibility From January 2004 to June 2004 (6 months) Manager Marketing Communications Global Travel Retail & Sales Promotion, ABSOLUT VODKA @ Key responsibilities: • Communication strategy (Advertising, PR and POS) and development of marketing projects in the Global Travel Retail (GTR) market. The GTR market is the 2nd largest market for Absolut in terms of sales volume. • Developing and implementing marketing plans and executing global brand strategy • Global Consumer promotions strategy & guidelines, global promotional campaigns and POS material. • Manage relationship with agencies. • Responsible for GTR marketing budget • Coach and manage the team. From October 2001 to December 2003 (2 years 3 months) Manager Existing Customers @ Key responsibilities: • Drive loyalty/consumer retention and sales in line with brand and business objectives. • Strategy and execution of all marketing activities directed to the customers on the Swedish market (representing more then 60% of the annual turnover). • Market research, consumer analysis and consumer segmentation modelling. From January 2000 to September 2001 (1 year 9 months) Project Manager/Direct Marketing consultant @ Key responsiblities: • Consultant within Direct Marketing/Relationship marketing - ranging from strategy development and consumer base analysis to campaign development and implementation. From April 1999 to December 1999 (9 months)

Certification training in Effective Directorship, Corporate Governance @ Stockholm School of Economics IFL Executive Education From 2015 to 2015 Senior management leadership development program within Svenska Spel @ Perlman Leadership Development From 2012 to 2012 Situational Leadership (SLII) From 2005 to 2005 Consumer Marketing Strategy @ Harvard Business School From 2004 to 2004 Master of Science in Business Administration with a Major in Marketing @ Göteborgs universitet From 1995 to 1999 Marketing and Management/Leadership @ Griffith University From 1998 to 1998 Marketing Management Diploma @ From 1991 to 1993 Peter Jannerö is skilled in: Consumer Insights, Global Branding, Marketing Strategy, International Marketing, Luxury Goods, Gaming Industry, Online Marketing, Change Leadership, Media Management, Innovation Management, Brand Innovation, Brand Development, Organizational Leadership, Marketing Communications, Communications Strategy