Sharon Price John

President and Chief Executive Officer at BUILD-A-BEAR WORKSHOP

Board

Since March 2016

Age

60 years

Education

Earned a Bachelor of Science Degree in Communications from the University of Tennessee at Knoxville and a Master of Business Administration (MBA) from Columbia University.

Tenure

Joined on June 3, 2013 as Chief Executive Officer and Chief President Bear, and was promoted to President and Chief Executive Officer effective March 2016.

Also at BUILD-A-BEAR WORKSHOP

David Henderson

Chief Revenue Officer

Eric Fencl

Chief Administrative Officer, General Counsel, and Secretary

JCH

J. Christopher Hurt

Chief Operations and Experience Officer

About

Sharon Price John serves as the President and Chief Executive Officer, bringing a wealth of experience from various leadership roles in the toy and retail industries. Beginning her career in advertising and progressing through roles at Hasbro, Stride Rite Children's Group LLC, Checkerboard Toys, VTech Industries, and Mattel, her professional journey exhibits an extensive background in managing and growing consumer brands.

She joined Build-A-Bear Workshop on June 3, 2013, initially taking on the role of Chief Executive Officer and Chief President Bear before transitioning to her current executive leadership position in March 2016. Her career reflects a blend of entrepreneurial spirit and corporate leadership, having also founded a company and held high-responsibility positions at renowned organizations.

At Build-A-Bear Workshop, her leadership has been pivotal in implementing strategic initiatives, driving digital transformation, and spearheading brand evolution. This includes navigating financial turnarounds during challenging economic periods and expanding the company’s retail footprint internationally, which further underscores her commitment to innovation and sustained profitability.

In addition to her executive roles, she contributes to the broader business community through board membership at Jack in the Box Inc. Her balanced approach to both operational excellence and strategic growth continues to shape her reputation as an impactful leader in the industry.

$BBW Performance Under Sharon Price John

Past Roles

Organization	Role	Date Range	Details
Build-A-Bear Workshop	Chief Executive Officer and Chief President Bear	June 3, 2013 - March 2016	Position held prior to transitioning to President and Chief Executive Officer
Stride Rite Children’s Group LLC (a division of Wolverine Worldwide, Inc.)	President	January 2010 - May 2013	Designed and marketed children’s footwear
Hasbro, Inc.	General Manager & Senior Vice President (U.S. Toy Division & Global Preschool Unit)	2002 - 2009	Held positions overseeing major divisions with increasing responsibilities
Checkerboard Toys	Founder and Chief Executive Officer	N/A	Founded and led the company
VTech Industries, Inc.	Vice President, U.S. Toy Division	N/A	Managed operations in the U.S. toy division
Mattel, Inc.	Various roles	N/A	Held a range of roles within the company

External Roles

Organization	Role	Date Range	Details
Jack in the Box Inc.	Board of Directors	N/A	Publicly traded restaurant company

Fixed Compensation

Data from FY 2023

Component Name	Amount	Payment Schedule	Additional Details
Base Salary	$764,800	Annual	Unchanged from prior year.
Time-Based Restricted Stock	16,365 shares	Vesting: One-third per year over three years beginning on April 30 of the year following the grant date	Awarded as part of the long-term incentive compensation program.
Non-Equity Incentive Plan Compensation	$1,331,547	2023 Bonus Plan payout and performance-based cash earned under the Three-Year Performance-Based Cash program	Based on achievement of pre-established performance targets.
All Other Compensation	$149,495	Typically paid as incurred (with portions tied to vesting of restricted stock dividends)	Includes 401(k) contributions ($4,200), long-term disability insurance premiums ($780), life insurance premiums ($360), and dividends credited with respect to restricted stock ($144,155).

Performance Compensation

Data from FY 2023

Performance-Based Restricted Stock Compensation

Metric	Weight (%)	Threshold (%)	Target (%)	Maximum (%)	Vesting Date	Grant Date	Grant Date Fair Value (USD)	Target Shares	Evaluation Period	Additional Details
Profitability Growth	65	25	100	200	April 30, 2026	April 11, 2023	$24.75	38,182	FY 2023, FY 2024, FY 2025	Measured by achievement of consolidated Pre-Tax Income growth goals.
Revenue Growth	35	25	100	200	April 30, 2026	April 11, 2023	$24.75	38,182	FY 2023, FY 2024, FY 2025	Measured by achievement of revenue growth targets, contingent on attaining minimum profitability growth; performance interpolation applies between levels.

*Additional Note: The performance-based restricted stock awards were calculated by dividing 70% of Sharon Price John's LTI Market Value by the grant date stock price. *