1. Approaching Candidates on the Telephone An AESC Expert Forum for Heidrick & Struggles © 2011, Smart Search. All rights reserved.

2.  Understand your search thoroughly so you can express the opportunity to sources and prospects  Identify the true opportunity  Present the search openly, honestly  Personalize your approach to be sure they know why you’re calling them  Showcase yourself, your firm, and your client in the best possible light 2

3.  Starbucks Coffee Company  $10 billion global retailer  CEO Howard Schultz insists “the company is healthy financially and the brand is strong”  A transformational agenda is underway focusing on new products, new markets and good value 3

4.  EVP, Marketing, International Division  Reports to Division President  Directly manages Marketing SVPs for EMEA Latin America Canada Asia/Pacific  Other direct reports are SVPs for Culture & Immersion New Concepts Marketing Research Advertising  Compensation $550,000 base + bonus TBD + stock + executive benefits 4

5.  Wisely pursue international growth  Develop new products  Build a strong team  Focus on profitability 5

6.  Has championed the growth of a major ($1B+) retail brand  Has been chief marketing executive for multi-country region  Has created, developed, and successfully rolled out major new product/retail concept  Has had success working in diverse countries/cultures  Has recruited and mentored successful marketing executives 6

7.  Determine your approach Is this person a source? A candidate? What is the difference in terms of the approach?  Will you name your client?  If not, how will you describe the search?  What information will you include and omit in your initial approach?  One element you will want to explore… 7

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9.  Choose an OST to suit each prospect  Be sure to listen for the reaction and  Be prepared to change the OST if you perceive a negative response 9

10.  The goal is to foster conversation You want to determine qualification And fit  Provide enough information to justify your qualifying questions 10

11.  Pierre Woreczek  SVP, Chief Brand & Strategy Officer  McDonalds Europe  Charged with changing the face of McDonalds in Europe…and beyond 11

12.  O.S.T.?  What worked here?  Suggestions for next time? 12

13.  John Schaufelberger  SVP, Global Product Marketing  Burger King – since 2004 Key role in turnaround Multiple new product launches  Prior experience at Arby’s & Pizza Hut 13

14.  Russ Klein  President, Global Marketing & Innovation  Burger King – since 2003  Former CMO at 7-Eleven Stores  Earlier career and significant product launch experience in advertising 14

15.  Let’s offer constructive feedback for the conversations we have heard 15

16.  Envision your search from the prospect’s point of view What will engage him or her? What do they need to know?  Create the O.S.T. for each search  Sell the opportunity  The initial approach is a critical tool with which to begin the dialogue 16

17. The exact words you use are far less important than the energy, intensity, and conviction with which you use them. Jules Rose 17