EX-10.1



 Exhibit 10.1 

2017 RESTRICTED STOCK UNIT AWARD AGREEMENT (“AGREEMENT”) 

A Restricted Stock Unit (“RSU”) Award (the “Award”) granted by Newell Brands Inc. (formerly known as Newell
Rubbermaid Inc.), a Delaware corporation (the “Company”), to the employee (the “Grantee”) named in the Award letter provided to the Grantee (the “Award Letter”) relating to the common stock, par
value $1.00 per share (the “Common Stock”), of the Company, shall be subject to the following terms and conditions and the provisions of the Newell Rubbermaid Inc. 2013 Incentive Plan, a copy of which is provided to the
Grantee and the terms of which are hereby incorporated by reference (the “Plan”). Unless otherwise provided herein, capitalized terms of this Agreement shall have the same meanings ascribed to them in the Plan. 

1.    Acceptance by Grantee. The receipt of the Award is conditioned upon the Grantee’s
acceptance of the Award Letter, thereby becoming a party to this Agreement, no later than sixty (60) days after the date of the Award set forth therein (the “Award Date”) or, if later, thirty (30) days after the Grantee is
informed of the availability of this Agreement. 
 2.    Grant of RSUs. The Company hereby grants
to the Grantee the Award of RSUs, as set forth in the Award Letter. An RSU is the right, subject to the terms and conditions of the Plan and this Agreement, to receive, as determined by the Company, either a payment of a share of Common Stock
for each RSU or cash equal to the Fair Market Value of a share of Common Stock on the date of vesting of the Grantee’s Award, or a combination thereto, as described in Section 7 of this Agreement. A “Time-Based
RSU” is a RSU subject to a service-based restriction on vesting; and a “Performance-Based RSU” is a RSU subject to restrictions on vesting based upon the achievement of specific performance goals. 

3.    RSU Account. The Company shall maintain an account (“RSU Account”) on its
books in the name of the Grantee which shall reflect the number of RSUs awarded to the Grantee. 

4.    Dividend Equivalents. 

(a)    Time-Based RSUs. Upon the payment of any dividend on Common Stock whose record date occurs during the
period preceding the earlier of the date of vesting of the Grantee’s Award or the date the Grantee’s Award is forfeited as described with Section 5, the Company shall credit the Grantee’s RSU Account with an amount equal in value
to the dividends that the Grantee would have received had the Grantee been the actual owner of the number of shares of Common Stock represented by the Time-Based RSUs in the Grantee’s RSU Account on that record date. Such amounts shall be paid
to the Grantee at the time and in the form of payment specified in Section 7. Any such dividend equivalents relating to Time-Based RSUs that are forfeited shall also be forfeited. Any such payments shall be payments of dividend equivalents, and
shall not constitute the payments of dividends to the Grantee that would violate the provisions of Section 9 of this Agreement. 

(b)    Performance-Based RSUs. Upon the payment of any dividend on Common Stock whose record date occurs
during the period preceding the earlier of the date of vesting of the Grantee’s Award or the date the Grantee’s Award is forfeited as described in 







 
Section 5, the Company shall credit the Grantee’s RSU Account with an amount equal in value to the dividends that the Grantee would have received had the Grantee been the actual owner
of the number of shares of Common Stock represented by the Performance-Based RSUs in the Grantee’s RSU Account on that record date. Such amounts shall be paid to the Grantee at the time and in the form of payment specified in Section 7.
The amount of dividend equivalents payable to the Grantee shall be adjusted to reflect the adjustment made to the related RSUs pursuant to Section 6 (which shall be determined by multiplying such amount by the percentage adjustment made to the
related RSUs). Any such dividend equivalents relating to Performance-Based RSUs that are forfeited shall also be forfeited. Any such payments shall be payments of dividend equivalents, and shall not constitute the payments of dividends to the
Grantee that would violate the provisions of Section 9 of this Agreement. 
 5.    Vesting. 

(a)    Except as described in subsections (b), (c) and (d) below, the Grantee shall become vested (i) in
his Award of Time-Based RSUs upon the third anniversary of the Award Date if the Grantee remains in continuous employment with the Company or an affiliate until such vesting date, and (ii) in his Award of Performance-Based RSUs if (aa) the
Grantee remains in the continuous employment with the Company or an affiliate until such vesting date, and (bb) the performance criteria applicable to such Performance-Based RSUs, set forth in Exhibit A to this Agreement, are
satisfied. 
 (b)    If the Grantee’s employment with the Company and all affiliates terminates prior to the
third anniversary of the Award Date due to death or disability, the portion of the Award then unvested shall become fully vested on such date of death or disability. For this purpose “disability” means (as determined by the
Committee in its sole discretion) the Grantee is unable to engage in any substantial gainful activity by reason of any medically determinable physical or mental impairment which can be expected to result in death or which can be expected to last for
a continuous period of not less than twelve (12) months. 
 (c)    If the Grantee’s employment with the
Company and all affiliates terminates prior to the third anniversary of the Award Date due to retirement, without cause, and on or after the date on which the Grantee has attained age sixty (60), the Time-Based RSUs and the Performance-Based RSUs
made twelve (12) or more months prior to retirement shall remain outstanding until the third anniversary of the Award Date, at which time the Time-Based RSUs will vest as provided in Section 5(a) above and the Grantee will receive
“Pro-Rated Time-Based RSUs” and the Performance-Based RSUs (which shall not be prorated) will vest as provided in Section 5(a) above based on the performance criteria applicable to such
Performance-Based RSUs set forth in Exhibit A to this Agreement. If the Grantee’s employment with the Company and all affiliates terminates prior to the third anniversary of the Award Date due to retirement, without cause, and on
or after the date on which the Grantee has attained age fifty-five (55) with ten or more years of credited service but before the date on which the Grantee has attained age sixty (60), the Time-Based RSUs and the Performance-Based RSUs made
twelve (12) or more months prior to retirement shall remain outstanding until the third anniversary of the Award Date, at which time the Time-Based RSUs and the Performance-Based RSUs will vest as provided in Section 5(a) above and the
Grantee will receive “Pro-Rated Time-Based RSUs” and “Pro-Rated Performance-Based RSUs”, with such
Pro-Rated 

  
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Performance-Based RSUs to vest as provided in Section 5(a) above based on the performance criteria applicable to such Pro-Rated Performance-Based RSUs
set forth in Exhibit A to this Agreement. The portion of the Award that does not vest shall be forfeited to the Company. For the avoidance of doubt, any Award made less than twelve (12) months prior to retirement shall be
forfeited and no portion of such Award shall thereafter vest. For purposes of this subsection (c): 

(1)    The term “affiliate” means each entity with whom the Company would be
considered a single employer under Sections 414(b) and 414(c) of the Code, substituting “at least 50%” instead of “at least 80%” in making such determination. 

(2)    The term “credited service” means the Grantee’s period of employment
with the Company and all affiliates since the most recent date of hire (including any predecessor company or business acquired by the Company or any affiliate, provided the Grantee was immediately employed by the Company or any affiliate). Age and
credited service shall be determined in fully completed years and months, with each month being measured as a continuous period of thirty (30) days. 

(3)    The term “cause” means the Grantee’s termination of employment due to
unsatisfactory performance or conduct detrimental to the Company or its affiliates, as determined solely by the Company. 

(4)    The term “Pro-Rated Time-Based RSUs”
means, with respect to the Time-Based RSUs granted to the Grantee, the portion of the Time-Based RSUs determined by dividing the full number of months of Grantee’s employment with the Company and all affiliates from the Award’s grant date
until Grantee’s retirement by the number of months in the applicable vesting period (in each case carried out to three decimal points). 

(5)     The term “Pro-Rated Performance-Based
RSUs” means, with respect to the Performance-Based RSUs granted to the Grantee, the portion of the Performance-Based RSUs determined by dividing the full number of months of Grantee’s employment with the Company and all affiliates from
the Award’s grant date until Grantee’s retirement by thirty-six (36) (in each case carried out to three decimal points). 

(d)    If the Grantee’s employment with the Company and all affiliates terminates prior to the third
anniversary of the Award Date for any reason other than death, disability or retirement (as defined above), the then-unvested portion of the Award shall be forfeited to the Company, automatically upon such termination of the Grantee’s
employment, without further action required by the Company, and no portion of the Award shall thereafter vest. 

(e)    In the case of a Grantee who is also a Director, if the Grantee’s employment with the Company and all
affiliates terminates before the end of the Award’s three (3) - year vesting period, but the Grantee remains a Director, the Grantee’s service on the Board will be considered employment with the Company, and the Grantee’s Award
will continue to vest while the Grantee’s service on the Board continues. Any subsequent termination of service on the Board will be considered termination of employment and vesting will be determined as of the date of such termination of
service. 

  
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 (f)    The provisions of Section 12.1(b) of the Plan shall apply
to the Grantee’s Award of Performance-Based RSUs in the event of a Change in Control, and Plan Section 12.1(a) shall be inapplicable to such Award of Performance-Based RSUs. For the avoidance of doubt, Performance-Based RSUs following a
Change in Control shall be treated in the same manner as Time-Based RSUs following a Change in Control (e.g., the value of an unvested Performance-Based RSU shall equal the value of an unvested Time-Based RSU, and any unvested Performance-Based RSUs
shall either be replaced by a time-based equity award or become immediately vested). 
 The foregoing provisions of this Section 5
shall be subject to the provisions of any written employment security agreement or severance agreement that has been or may be executed by the Grantee and the Company or any of its affiliates, and the provisions in such employment security agreement
or severance agreement concerning vesting of an Award shall supersede any inconsistent or contrary provision of this Section 5. 

6.    Adjustment of Performance-Based RSUs. The number of RSUs subject to the Award that are
Performance-Based RSUs as described in the Award Letter shall be adjusted by the Committee after the end of the three (3) - year performance period that begins on January 1 of the year in which the Award is granted, in accordance with the
long-term incentive performance pay terms and conditions established under the Plan (the “LTIP”). Any Performance-Based RSUs that vest in accordance with Section 5(b) prior to the date the Committee determines the level of
performance goal achievement applicable to such RSUs shall not be adjusted pursuant to the LTIP. The particular performance criteria that apply to the Performance-Based RSUs are set forth in Exhibit A to this Agreement. 

7.    Settlement of Award. If a Grantee becomes vested in the Award in accordance with
Section 5, the Company shall pay to the Grantee, or the Grantee’s personal representative, beneficiary or estate, as applicable, either a number of shares of Common Stock equal to the number of vested RSUs and dividend equivalents
credited to the Grantee’s RSU Account, as adjusted in accordance with Section 6, if applicable, or cash equal to the Fair Market Value of such shares of Common Stock and dividend equivalents credited to the Grantee’s RSU
Account on the date of vesting, or a combination thereof. Such shares and/or cash shall be delivered/paid within thirty (30) days following the date of vesting as defined in Section 5. 

8.    Withholding Taxes. The Company shall withhold from any payment made to the Grantee in cash an
amount sufficient to satisfy all minimum Federal, state and local withholding tax requirements. In the case of a payment made in shares of Common Stock, the Grantee shall pay to the Company an amount sufficient to satisfy all minimum Federal, state
and local withholding tax requirements prior to the delivery of any shares. Payment of such taxes may be made by one or more of the following methods: (i) in cash, (ii) in cash received from a broker-dealer to whom the Grantee has
submitted irrevocable instructions to deliver the amount of withholding tax to the Company from the proceeds of the sale of shares subject to the Award, (iii) by directing the Company to withhold a number of shares otherwise issuable pursuant
to the Award with a Fair Market Value equal to the tax required to be withheld, (iv) by delivery to the 

  
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Company of other Common Stock owned by the Grantee that is acceptable to the Company, valued at its Fair Market Value on the date of payment, or by certifying to ownership by attestation of such
previously owned Common Stock, or (v) any combination of the foregoing. 
 9.    Rights as
Stockholder. The Grantee shall not be entitled to any of the rights of a stockholder of the Company with respect to the Award, including the right to vote and to receive dividends and other distributions, until and to the extent the Award is
settled in shares of Common Stock. 
 10.    Share Delivery. Delivery of any shares in connection
with settlement of the Award will be by book-entry credit to an account in the Grantee’s name established by the Company with the Company’s transfer agent, or upon written request from the Grantee (or his personal representative,
beneficiary or estate, as the case may be), in certificates in the name of the Grantee (or his personal representative, beneficiary or estate). 

11.    Award Not Transferable. The Award may not be transferred other than by last will and testament
or the applicable laws of descent or distribution or pursuant to a qualified domestic relations order. The Award shall not otherwise be assigned, transferred, or pledged for any purpose whatsoever and is not subject, in whole or in part, to
attachment, execution or levy of any kind. Any attempted assignment, transfer, pledge, or encumbrance of the Award, other than in accordance with its terms, shall be void and of no effect. 

12.    Administration. The Award shall be administered in accordance with such regulations as the
Organizational Development and Compensation Committee of the Board of Directors of the Company (the “Committee”) shall from time to time adopt, and, to the extent applicable, in compliance with the requirements of Code
Section 162(m) including, without limitation, any prorations required by Code Section 162(m). 

13.    Section 409A Compliance. To the extent that the Grantee’s right to receive payment of the
RSUs and dividend equivalents constitutes a “deferral of compensation” within the meaning of Section 409A of the Code and regulatory guidance promulgated thereunder (“Section 409A”), then
notwithstanding anything contained in the Plan to the contrary, the shares of Common Stock and cash otherwise deliverable under Sections 4 and 7 shall be delivered in accordance with the requirements of Section 409A of the Code because: 

(a)    The shares of Common Stock underlying the vested RSUs and the related dividend equivalents that are to become
vested, and are deliverable, on the third anniversary of the Award Date (where the Grantee either remains in continuous employment with the Company or an affiliate until such vesting date or terminates employment prior to the third anniversary of
the Award Date due to retirement, as defined above) shall be delivered to the Grantee, or his personal representative, beneficiary or estate, as applicable, within thirty (30) days following the third anniversary of the Award Date. 

(b)    The shares of Common Stock underlying the vested RSUs and the related dividend equivalents that are to become
vested, and are deliverable, prior to the third anniversary of the Award Date on the Grantee’s death or disability shall be delivered to the Grantee, or his personal representative, beneficiary or estate, as applicable, within thirty
(30) days following the Grantee’s death or disability. 

  
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 (c)    In the event that any taxes described in Section 8 of this
Agreement are due prior to the distribution of shares of Common Stock or cash underlying the RSUs, then the Grantee shall be required to satisfy the tax obligation in cash. 

(d)    Notwithstanding any provision of this Agreement, the Grantee shall be solely responsible for the tax
consequences related to this Award, and neither the Company nor its affiliates shall be responsible if the Award fails to comply with, or be exempt from, Section 409A of the Code. 

14.    Confidentiality and Non-Solicitation. 

(a)    Definitions. The following definitions apply in this Agreement: 

(1)     “Confidential Information” means any information that is not generally
known outside the Company relating to any phase of business of the Company, whether existing or foreseeable, including information conceived, discovered or developed by the Grantee. Confidential Information includes, but is not limited to: project
files; product designs, drawings, sketches and processes; production characteristics; testing procedures and results thereof; manufacturing methods, processes, techniques and test results; plant layouts, tooling, engineering evaluations and reports;
business plans, financial statements and projections; operating forms (including contracts) and procedures; payroll and personnel records; non-public marketing materials, plans and proposals; customer lists
and information, and target lists for new clients and information relating to potential clients; software codes and computer programs; training manuals; policy and procedure manuals; raw materials sources, price and cost information; administrative
techniques and documents; and any information received by the Company under an obligation of confidentiality to a third party. 

(2)    “Trade Secrets” means any information, including any data, plan, drawing,
specification, pattern, procedure, method, computer data, system, program or design, device, list, tool, or compilation, that relates to the present or planned business of the Company and which: (i) derives economic value, actual or potential,
from not being generally known to, and not being readily ascertainable by proper means to, other persons who can obtain economic value from their disclosure or use; and (ii) is the subject of efforts that are reasonable under the circumstances
to maintain their secrecy. To the extent that the foregoing definition is inconsistent with a definition of “trade secret” under applicable law, the latter definition shall control. 

(3)    Neither Confidential Information nor Trade Secrets include general skills or knowledge, or
skills which the Grantee obtained prior to the Grantee’s employment with the Company. 

(4)    “Tangible Company Property” means: documents; reports; drawings; diagrams;
summaries; photographs; designs; specifications; formulae; samples; models; research and development information; prototypes; tools; equipment; proposals; 

  
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files; supplier information; and all other written, printed, graphic or electronically stored matter, as well as computer software, hardware, programs, disks and files, and any supplies,
materials or tangible property that concern the Company’s business and that come into the Grantee’s possession by reason of the Grantee’s employment, including, but not limited to, any Confidential Information and Trade Secrets
contained in tangible form. 
 (5)     “Inventions” means any improvement,
discovery, writing, formula or idea (whether or not patentable or subject to copyright protection) relating to the existing or foreseeable business interests of the Company or resulting from any work performed by the Grantee for the Company.
Inventions include, but are not limited to, methods, devices, products, techniques, laboratory and field practices and processes, and improvements thereof and know-how related thereto, as well as any
copyrightable materials and any trademark and trade name whether or not subject to trademark protection. Inventions do not include any invention that does not relate to the Company’s business or anticipated business or that does not relate to
the Grantee’s work for the Company and which was developed entirely on the Grantee’s own time without the use of Company equipment, supplies, facilities or Confidential Information or Trade Secrets. 

(b)    Confidentiality 

(1)    During the Grantee’s employment and for a period of five (5) years thereafter,
regardless of whether the Grantee’s separation is voluntary or involuntary or the reason therefor, the Grantee shall not use any Tangible Company Property, nor any Confidential Information or Trade Secrets, that comes into the Grantee’s
possession in any way by reason of the Grantee’s employment, except for the benefit of the Company in the course of the Grantee’s employment by it, and not in competition with or to the detriment of the Company. The Grantee also will not
remove any Tangible Company Property from premises owned, used or leased by the Company except as the Grantee’s duties shall require and as authorized by the Company, and upon termination of the Grantee’s employment, all Confidential
Information, Trade Secrets, and Tangible Company Property (including all paper and electronic copies) will be turned over immediately to the Company, and the Grantee shall retain no copies thereof. 

(2)    During the Grantee’s employment and for so long thereafter as such information is not
generally known to the public, through no act or fault attributable to the Grantee, the Grantee will maintain all Trade Secrets to which the Grantee has received access while employed by the Company as confidential and as the property of the
Company. 
 (3)    The foregoing means that the Grantee will not, without written authority from
the Company, use Confidential Information or Trade Secrets for the benefit or purposes of the Grantee or of any third party, or disclose them to others, except as required by the Grantee’s employment with the Company or as authorized above.

 (4)    Nothing in this Agreement prevents the Grantee from providing, without prior notice to
the Company, information to governmental authorities regarding possible legal violations or otherwise testifying or participating in any investigation or proceeding by any governmental authorities regarding possible legal violations. 

  
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 (c)    Inventions and Designs 

(1)    The Grantee will promptly disclose to the Company all Inventions that the Grantee develops,
either alone or with others, during the period of the Grantee’s employment. All inventions that the Grantee has developed prior to this date have been identified by the Grantee to the Company. The Grantee shall make and maintain adequate and
current written records of all Inventions covered by this Agreement. These records shall be and remain the property of the Company. 

(2)    The Grantee hereby assigns any right and title to any Inventions to the Company. 

(3)    With respect to Inventions that are copyrightable works, any Invention the Grantee creates
will be deemed a “work for hire” created within the scope of the Grantee’s employment, and such works and copyright interests therein (and all renewals and extensions thereof) shall belong solely and exclusively to the Company, with
the Company having sole right to obtain and hold in its own name copyrights or such other protection as the Company may deem appropriate to the subject matter, and any extensions or renewals thereof. If and to the extent that any such Invention is
found not to be a work-for-hire, the Grantee hereby assigns to the Company all right and title to such Invention (including all copyrights and other intellectual
property rights therein and all renewals and extensions thereof). 
 (4)    The Grantee agrees to
execute all papers and otherwise provide assistance to the Company to enable it to obtain patents, copyrights, trademarks or other legal protection for Inventions in any country during, or after, the period of the Grantee’s employment. Such
assistance shall include but not be limited to preparation and modification (or both) of patent, copyright or trademark applications, preparation and modification (or both) of any documents related to perfecting the Company’s title to the
Inventions, and assistance in any litigation which may result or which may become necessary to obtain, assert, or defend the validity of any such patent, copyright or trademark or otherwise relates to such patent, copyright or trademark. 

(d)    Nonsolicitation. Throughout the Grantee’s employment and for twelve (12) months thereafter,
the Grantee agrees that the Grantee will not directly or indirectly, individually or on behalf of any person or entity, solicit or induce, or assist in any manner in the solicitation or inducement of: (i) employees of the Company, other than
those in clerical or secretarial positions, to leave their employment with the Company (this restriction is limited to employees with whom the Grantee has had contact for the purpose of performing the Grantee’s job duties and responsibilities);
or (ii) customers or actively-sought prospective customers of the Company to purchase from another person or entity products and services that are the same as or similar to those offered and provided by the Company in the last two
(2) years of the Grantee’s employment (“Competitive Products”) (this restriction is limited to customers or actively-sought prospective customers with whom the Grantee has material contact through performance of the
Grantee’s job duties and responsibilities or through otherwise performing services on behalf of the Company). 

  
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 (e)    Enforcement. 

(1)    The Grantee acknowledges and agrees that: (i) the restrictions provided in this
Section 14 of the Agreement are reasonable in time and scope in light of the necessity for the protection of the business and good will of the Company and the consideration provided to the Grantee under this Agreement; and (ii) the
Grantee’s ability to work and earn a living will not be unreasonably restrained by the application of these restrictions. 

(2)    The Grantee also recognizes and agrees that should the Grantee fail to comply with the
restrictions set forth above, the Company would suffer substantial damage for which there is no adequate remedy at law due to the impossibility of ascertaining exact money damages. The Grantee therefore agrees that in the event of the breach or
threatened breach by the Grantee of any of the terms and conditions of Section 14 of this Agreement, the Company shall be entitled, in addition to any other rights or remedies available to it, to institute proceedings in a federal or state
court to secure immediate temporary, preliminary and permanent injunctive relief without the posting of a bond. The Grantee additionally agrees that if the Grantee is found to have breached any covenant in this Section 14 of the Agreement, the
time period provided for in the particular covenant will not begin to run until after the breach has ended, and the Company will be entitled to recover all costs and attorney fees incurred by it in enforcing this Section 14 of the Agreement.

 15.    Data Privacy Consent. The Grantee hereby consents to the collection, use and transfer, in
electronic or other form, of the Grantee’s personal data as described in this Agreement by the Company and its affiliates for the exclusive purpose of implementing, administering and managing Grantee’s participation in the Plan. The
Grantee understands that the Company and its affiliates hold certain personal information about the Grantee, including, but not limited to, name, home address and telephone number, date of birth, Social Security number or other identification
number, salary, nationality, job title, any shares of stock or directorships held in the Company, details of all options or any other entitlement to shares of stock or stock units awarded, canceled, purchased, exercised, vested, unvested or
outstanding in the Grantee’s favor for the purpose of implementing, managing and administering the Plan (“Data”). The Grantee understands that the Data may be transferred to any third parties assisting in the implementation,
administration and management of the Plan, that these recipients may be located in the Grantee’s country or elsewhere and that the recipient country may have different data privacy laws and protections than the Grantee’s country. The
Grantee understands that the Grantee may request a list with the names and addresses of any potential recipients of the Data by contacting the local human resources representative. The Grantee authorizes the recipients of Data to receive, possess,
use, retain and transfer the Data, in electronic or other form, for the purposes of implementing, administering and managing the Grantee’s participation in the Plan, including any requisite transfer of such Data, as may be required to a broker
or other third party with whom the Grantee may elect to deposit any shares or other award acquired under the Plan. The Grantee understands that Data will be held only as long as is necessary to implement,


  
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administer and manage participation in the Plan. The Grantee understands that the Grantee may, at any time, view Data, request additional information about the storage and processing of the Data,
require any necessary amendments to the Data or refuse or withdraw the consents herein, in any case without cost, by contacting the local human resources representative in writing. The Grantee understands that refusing or withdrawing consent may
affect the Grantee’s ability to participate in the Plan. For more information on the consequences of refusing to consent or withdrawing consent, the Grantee understands that the Grantee may contact his or her local human resources
representative. 
 16.    Electronic Delivery. The Grantee hereby consents and agrees to electronic
delivery of any documents that the Company may elect to deliver (including, but not limited to, prospectuses, prospectus supplements, grant or award notifications and agreements, account statements, annual and quarterly reports, and all other forms
of communications) in connection with this Award and any other award made or offered under the Plan. The Grantee understands that, unless earlier revoked by the Grantee by giving written notice to the Secretary of the Company, this consent shall be
effective for the duration of the Agreement. The Grantee also understands that he or she shall have the right at any time to request that the Company deliver written copies of any and all materials referred to above at no charge. The Grantee hereby
consents to any and all procedures the Company has established or may establish for an electronic signature system for delivery and acceptance of any such documents that the Company may elect to deliver, and agrees that his or her electronic
signature is the same as, and shall have the same force and effect as, his or her manual signature. The Grantee consents and agrees that any such procedures and delivery may be effected by a third party engaged by the Company to provide
administrative services related to the Plan. 
 17.    Governing Law. This Agreement, and the
Award, shall be construed, administered and governed in all respects under and by the laws of the State of Delaware. The Grantee agrees to submit to personal jurisdiction in the Delaware federal and state courts, and all suits arising between the
Company and the Grantee must be brought in said Delaware courts, which will be the sole and exclusive venue for such claims. 

18.    Acknowledgment. BY ACCEPTING THE AWARD LETTER, THE GRANTEE ACKNOWLEDGES THAT THE GRANTEE HAS READ,
UNDERSTOOD AND AGREES TO ALL OF THE PROVISIONS OF THIS AGREEMENT, AND THAT THE GRANTEE WAS AFFORDED SUFFICIENT OPPORTUNITY BY THE COMPANY TO OBTAIN INDEPENDENT LEGAL ADVICE AT THE GRANTEE’S EXPENSE PRIOR TO ACCEPTING THE AWARD LETTER. 

 

	
	NEWELL BRANDS INC.
	
	/s/ Bradford R. Turner
	Bradford R. Turner
	Chief Legal Officer and Corporate Secretary



  
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 EXHIBIT A 

NEWELL RUBBERMAID INC. 2013 INCENTIVE PLAN 

2017 RESTRICTED STOCK UNIT AWARD AGREEMENT 

Performance Criteria Applicable to 

Performance-Based RSUs 
  

	 	1.	The Performance-Based RSUs covered by the Award will be subject to analysis with respect to the following Total Shareholder Return (“TSR”) Comparator Group
members:1 

  

			
	 3M Company
 Avery Dennison Corporation

Brother Industries
 The Clorox Company

Colgate-Palmolive Company
 Dorel Industries Inc.

Ecolab Inc.
 Electrolux Ab

Emerson Electric
 Estee Lauder

Fortune Brands
	  	 General Mills
 Henkel2
 Kraft Heinz

Kimberly-Clark Corporation

Mattel, Inc.
 Mitsubishi Electric

Societe Bic Sa
 Tupperware Brands

VF Corporation
 Whirlpool Corporation


  

	 	2.	The Company’s ranking (in the range of highest to lowest) in the TSR Comparator Group at the end of the performance period beginning January 1, 2017, and ending December 31, 2019, will be determined by
the Committee on the basis of the TSR for the Performance Period for each of the members in the TSR Comparator Group as calculated below (with the highest number ranked first and the lowest number ranked last): 


TSR is calculated as follows and then expressed as a percentage: 

(Ending Average Market Value – Beginning Average Market Value) + Cumulative Annual Dividends 

Beginning Average Market Value 

“Average Market Value” means the simple average of the daily stock prices at close for each trading day during the applicable ninety
(90)-day period beginning or ending on the specified date for which such closing price is reported by the NYSE or other authoritative source the Committee may determine. 

 

	1 	Any companies that are in the TSR Comparator Group at the beginning of the performance period that no longer exist at the end of the three-year performance period, (e.g., through merger, buyout, spin-off, or similar transaction), or otherwise change their structure or business such that they are no longer reasonably comparable to the Company, shall be disregarded by the Committee in the Committee’s
calculation of the appropriate interpolated percentage. 


	2 	HEN3.DE 


  
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 “Beginning Average Market Value” means the Average Market Value based on the trading
days in the ninety (90) days immediately preceding the beginning of the Performance Period. 
 “Cumulative Annual Dividends”
mean the cumulative dividends and other distributions with respect to a share of the Common Stock paid during the Performance Period. 

“Ending Average Market Value” means the Average Market Value based on the trading days in the last ninety (90) days of the
Performance Period. 
 “Performance Period” means the three (3)-year performance period beginning January 1, 2017 and ending
December 31, 2019. 
  

	 	3.	The number of Performance-Based RSUs subject to the Award will be multiplied by an interpolated percentage (using straight-line interpolation) attributable to the Company’s ranking in the TSR Comparator
Group as set forth below: 

 The TSR Comparator Group member with the highest ranking will have a percentage of 200%, and the
member with the lowest ranking in the TSR Comparator Group will have a percentage of 0%. However, in the event the Company’s ranking in the TSR Comparator Group is in the bottom quartile of the TSR Comparator Group at the end of the three-year
performance period (i.e., December 31, 2019), no payment shall be made regardless of the interpolated percentage. TSR Comparator Group members between the highest ranking and lowest ranking will have interpolated percentages. For example, if
the initial TSR Comparator Group has 22 companies at the beginning of the performance period and 3 of the companies have been merged out of existence or are no longer comparable by the end of the performance period, the interpolated percentages will
be based on where the Company ranks among the remaining 19 companies as follows: 
  

									
	             Rank

(Highest to Lowest)
	  	Percentage	 	 	Percentage	 
	   1st
	  	 	200	% 	 	 	200	% 
	   2nd
	  	 	188.9	% 	 	 	188.9	% 
	   3rd
	  	 	177.8	% 	 	 	177.8	% 
	   4th
	  	 	166.7	% 	 	 	166.7	% 
	   5th
	  	 	155.6	% 	 	 	155.6	% 
	   6th
	  	 	144.4	% 	 	 	144.4	% 
	   7th
	  	 	133.3	% 	 	 	133.3	% 
	   8th
	  	 	122.2	% 	 	 	122.2	% 
	   9th
	  	 	111.1	% 	 	 	111.1	% 
	 10th
	  	 	100.0	% 	 	 	100.0	% 
	 11th
	  	 	88.9	% 	 	 	88.9	% 
	 12th
	  	 	77.8	% 	 	 	77.8	% 
	 13th
	  	 	66.7	% 	 	 	66.7	% 


  
 A-2 









									
	             Rank

(Highest to Lowest)
	  	Percentage	 	 	Percentage	 
	 14th
	  	 	55.6	% 	 	 	55.6	% 
	 15th
	  	 	44.5	% 	 	 	44.5	%3 
	 16th
	  	 	33.4	% 	 	 	0	% 
	 17th
	  	 	22.3	% 	 	 	0	% 
	 18th
	  	 	11.2	% 	 	 	0	% 
	 19th
	  	 	0	% 	 	 	0	% 

  

	3 	In the event that the cutoff for the bottom quartile occurs between ranks (e.g., between 15th and 16th in the
example above) the zero payout percentage will not apply to the higher rank with the percentage determined by interpolation between 0% and 44.5%. 


  
 A-3