Document:

EX-10.1

 Exhibit 10.1 

Newell Brands Inc. 

2018 Long Term Incentive Plan 

Terms and Conditions 

1.    Grants. Under the terms and provisions of the Newell Rubbermaid Inc. 2013 Incentive Plan, or any
successor plan (the “Stock Plan”), the Organizational Development & Compensation Committee (the “Committee”) of the Board of Directors of Newell Brands Inc. (the “Company”), at any time and from time to time,
may grant awards based on shares of the Company’s Common Stock, including Restricted Stock Units, to eligible employees in such amounts as the Committee shall determine. This document, referred to herein as the “LTIP”, establishes a
methodology for determining awards of Restricted Stock Units under the Stock Plan in 2018 to eligible Newell legacy employees with positions in Salary Bands 6-14 and certain eligible Jarden legacy employees as
described below (collectively the “Key Employees”). The Committee or, in the case of awards to the Chief Executive Officer, the independent members of the Board of Directors (the “Independent Directors”), intends to grant
Restricted Stock Units to Key Employees pursuant to the guidelines set forth below. The Committee has delegated to certain officers of the Company (the “Authorized Officers”) its authority to determine awards of Restricted Stock Units to
Key Employees in accordance with this LTIP other than (i) officers subject to Section 16 of the Securities Exchange Act of 1934, as amended, (ii) any employee for whom the Committee specifically approved a 2018 LTIP award, or
(iii) as may be prohibited by applicable law, regulation or rule of a stock exchange on which the Company’s stock is listed. As used herein, the term “Committee” shall include the Independent Directors or the Authorized Officers,
as the context requires. 
 2.    Guidelines. The number of shares subject to Restricted Stock Units
granted to a Key Employee in 2018 as an LTIP award will be determined as follows: 
  

	 	(a)	For 2018 LTIP awards the Committee will determine: 

  

	 	(i)	For each Key Employee identified by the Committee to receive an award, an award value, which may be expressed as a dollar value or as percentage of the Key Employee’s base salary rate as in effect on
January 31, 2018, which value will be based on the Key Employee’s Salary Band for legacy Newell employees and consistent with prior awards with respect to legacy Jarden employees (the “Base Value”). The Committee may adjust the
Base Value for any Key Employee based on individual performance or other factors deemed relevant by the Committee. 

  

	 	(ii)	A comparator group of companies for purposes of determining the Company’s relative Total Shareholder Return (“TSR”) for the performance period (the “TSR Comparator Group”). 

  
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	 	(b)	Of the Base Value determined for each such Key Employee for the year: 

  

	 	(i)	Time-Based Restricted Stock Units. The Committee intends to authorize a Time-Based Restricted Stock Unit grant to each Key Employee for a number of shares of Common Stock determined by dividing the following
percentage of the applicable Base Value established for such Key Employee by the Fair Market Value of a share of Common Stock on the date of grant: 

  

					
	 Salary Bands 12 through 14
	  	 	0-30	% 
	 Salary Band 11
	  	 	30-100	% 
	 Salary Bands 7 through 10 (and legacy Jarden Division CEOs, SVPs and VPs identified by the
Committee)
	  	 	100	% 
	 Salary Band 6 (and legacy Jarden directors identified by the Committee)
	  	 	100	% 

  

	 	(ii)	Performance-Based Restricted Stock Units. The Committee intends to authorize a Performance-Based Restricted Stock Unit grant to each Key Employee for a number of shares of Common Stock determined by dividing the
following percentage of the applicable Base Value established for such Key Employee by the Fair Market Value of a share of Common Stock on the date of grant: 

  

					
	 Salary Bands 12 through 14
	  	 	70-100	% 
	 Salary Band 11
	  	 	0-70	% 
	 Salary Bands 7 through 10 (and legacy Jarden Division CEOs, SVPs and VPs identified by the
Committee)
	  	 	0	% 
	 Salary Band 6 (and legacy Jarden directors identified by the Committee)
	  	 	0	% 

  

	 	    	The Committee may adjust the relative percentages of Time-Based and Performance-Based Restricted Stock Units in individual cases based on such factors as it deems appropriate. Each Performance-Based Restricted Stock
Unit grant will be subject to the TSR Comparator Group analysis as set forth in Exhibit A of the Restricted Stock Unit Agreement (attached hereto). 

3.    Vesting. Except as otherwise specified by the Committee or as set forth in the Restricted Stock
Unit Agreement of a Key Employee, (i) each Performance-Based Restricted Stock Unit grant will be subject to a three-year cliff vesting schedule ending on the third anniversary of the date of grant, and (ii) each Time-Based Restricted Stock
Unit grant will vest ratably in one-third increments on each of the first, second and third anniversaries of the date of grant. 

  
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 4.    Restricted Stock Unit Agreements. Each Restricted
Stock Unit grant awarded pursuant to this LTIP will be evidenced by a Restricted Stock Unit Agreement in accordance with Section 4.3 of the Stock Plan, which will specify the number of shares subject to the award, the vesting schedule, the
payment provisions, including dividend or dividend equivalent payment provisions, if any, and such other provisions as the Committee determines including, without limitation, provisions regarding continued employment with the Company, restrictions
based upon the achievement of specific performance goals, time-based restrictions on vesting following the attainment of specific performance goals, and/or restrictions under applicable federal or state securities laws. 

5.    Amendment or Termination of LTIP. The Committee reserves the right to amend or terminate the LTIP at any
time, retroactively or otherwise. 
 6.    Non US Employees. Key Employees who reside outside the United States
(other than such employees residing in Argentina and Venezuela and members of the Newell Brands Management Committee) will receive cash–based Time-Based Restricted Stock Units and Performance-Based Stock Units under the 2015 Newell Rubbermaid
Inc. International Incentive Plan. 
 7.    Capitalized Terms. Capitalized terms used but not
defined herein shall have the meanings assigned to such terms pursuant to the Stock Plan. 

  
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 EXHIBIT A 

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 1,2018, and ending December 31, 2020, will be determined by the
Committee based on the TSR for the Performance Period for the Company and 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 period
for which such closing price is reported by the NYSE or other authoritative source the Committee may determine. 
 “Beginning Average
Market Value” means the Average Market Value based on the trading days in the twenty (20) trading days commencing January 29, 2018. 
  

 

	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 

  
 A-1 

 “Cumulative Annual Dividends” mean the cumulative dividends and other distributions
with respect to a share of the Common Stock the record date for which occurs within 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 period beginning January 1, 2018 and ending December 31, 2020. 

 

	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, 2020), 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	% 
	 14th
	  	 	55.6	% 	 	 	55.6	% 

  
 A-2 

									
	 Rank

(Highest to Lowest)
	  	Percentage	 	 	Percentage	 
	 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-3EX-10.2

 Exhibit 10.2 

Newell Brands LTIP RSU Award 

February 2018 
 FORM OF
2018 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 record date of any dividend on Common Stock that 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 record date of any
dividend on Common Stock that 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), (d) and (e) below, the Grantee shall become vested
(i) in his Award of Time-Based RSUs ratably in one-third increments on the first, second and third anniversaries 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 upon the third anniversary of the Award Date 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, prior to the third anniversary of the Award Date, the Grantee dies or becomes disabled, the portion of
the Award then unvested shall become 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), any unvested Time-Based RSUs and Performance-Based RSUs granted twelve (12) or more months prior to
retirement shall remain outstanding until the applicable vesting 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 

  
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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), any unvested Time-Based RSUs and Performance-Based RSUs granted twelve (12) or more months prior to retirement shall remain outstanding until the
applicable vesting 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 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 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 full 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). 

  
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 (d)    If the Grantee’s employment with the Company and all
affiliates terminates prior to the third anniversary of the Award Date either by the Company for any reason other than Good Cause or by the Grantee for Good Reason, (i) any unvested Time-Based RSUs shall remain outstanding until the applicable
vesting date, at which time the Time-Based RSUs shall vest in full as provided in Section 5(a) above (without regard to any requirements regarding continuous employment with the Company or an affiliate until such vesting date) and
(ii) Performance-Based RSUs shall remain outstanding until the applicable vesting date and shall vest in full as provided in Section 5(a) above (without regard to any requirements regarding continuous employment with the Company or an
affiliate until such vesting date) based on the performance criteria applicable to such Performance-Based RSUs set forth in Exhibit A to this Agreement. For purposes of this Agreement: 

(1)    “Good Cause” means: 

i.    the Grantee’s willful engagement in misconduct in the performance of his or her duties
that causes material harm to the Company; or 
 ii.    the Grantee’s conviction of a
criminal violation involving fraud or dishonesty. 
 Without limiting the generality of the foregoing, the following shall not constitute
Good Cause: the failure by the Grantee and/or the Company to attain financial or other business objectives; any personal or policy disagreement between the Grantee and the Company or any member of the Board; or any action taken by the Grantee in
connection with his or her duties if the Grantee has acted in good faith and in a manner he or she reasonably believed to be in, and not opposed to, the best interest of the Company and had no reasonable cause to believe his or her conduct was
improper. Notwithstanding anything herein to the contrary, in the event the Company terminates the employment of the Grantee for Good Cause hereunder, the Company shall give the Grantee at least thirty (30) days’ prior written notice
specifying in detail the reason or reasons for the Grantee’s termination. 

(2)    “Good Reason” shall exist if, without the Grantee’s written consent:

 i.    there is a material change in the nature or the scope of the Grantee’s authority or
duties; 
 ii.    the Grantee is required to report (A) to an officer with a materially
lesser position or title than the officer to whom the Grantee reported before such change in reporting structure was instituted, if the Grantee is not the Chief Executive Officer of the Company, or (B) to other than the entire Board, if the
Grantee is the Chief Executive Officer of the Company; 
 iii.    a material reduction in the
Grantee’s rate of base salary; 

  
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 iv.    the Company changes by fifty (50) miles
or more the principal location in which the Grantee is required to perform services; 
 v.    the
Company terminates or materially amends, or terminates or materially restricts the Grantee’s participation in, any equity, bonus or equity-based compensation plans or qualified or supplemental retirement plans so that, when considered in the
aggregate with any substitute plan or plans, the plans in which the Grantee is participating materially fail to provide him or her with a level of benefits provided in the aggregate by such plans prior to such termination or amendment; or 

vi.    the Company materially breaches the provisions of this Agreement. 

A termination of the Grantee’s employment shall not be deemed to be for Good Reason unless (i) the Grantee gives notice to the
Company of the existence of the event or condition constituting Good Reason within thirty (30) days after such event or condition initially occurs or exists, (ii) the Company fails to cure such event or condition within thirty
(30) days after receiving such notice, and (iii) the Grantee’s termination occurs not later than ninety (90) days after such event or condition initially occurs or exists, in each case without the Grantee’s written consent.

 (e)    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 those described in subsections (b), (c), (d) and (f) of this Section 5, 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. 

(f)    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;
provided, that, to the extent the Grantee would receive more favorable treatment under any of the previous subsections of this Section 5, the Grantee shall be entitled to whichever treatment is more favorable to the Grantee. 

(g)    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). 

  
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 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 to the extent such provisions provide treatment that is more favorable to the Grantee than the treatment
described in this Section 5, and such more favorable 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. For the
avoidance of doubt, to the extent any written employment security agreement or severance agreement provides for treatment that conflicts with the treatment described in this Section 5, the Grantee shall be entitled to the treatment more
favorable to the Grantee. 
 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 in respect of such vested RSUs, 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 in respect of such vested RSUs on the date of vesting, or a combination thereof. Such shares and/or cash shall be delivered/paid in a single sum 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 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 

  
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delivery to the 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 first, second and/or third anniversaries of the Award Date (where the Grantee either remains in continuous employment with the Company or an affiliate until such vesting date, terminates employment prior to
the third year anniversary of the Award Date due to retirement, as defined above, is terminated by the Company for any reason other than Good Cause, or terminates employment for Good Reason) shall be delivered to the Grantee, or his personal
representative, beneficiary or estate, as applicable, within thirty (30) days following the applicable anniversary of the Award Date. 

  
 - 7 - 

 (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 applicable 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. 

(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.    Restrictive Covenants. 

(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. 

  
 - 8 - 

 (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; 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. 

  
 - 9 - 

 (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. 
 (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. 

  
 - 10 - 

(d)    Non-Solicitation. Throughout the Grantee’s employment and
for twenty-four (24) 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). 

(e)    Non-Competition. Throughout the Grantee’s employment and
for twenty-four (24) months thereafter, whether terminated for any reason or no reason, Grantee will not perform the same or substantially the same job duties on behalf of a business or organization that competes with any line of business of
the Company for which Grantee has provided substantial services; provided, however, that for the purpose of this paragraph “line of business” shall exclude any product line or category that accounts for less than two percent (2%) of the
consolidated net sales of the Company or the Grantee’s new employer during the last completed fiscal year prior to the termination of employment. Because the Company’s business is worldwide in scope, it is reasonable for this restriction
to apply in every state in the United States and in every other country in which Competitive Products under such line of business were or are sold or marketed. 

(f)    Non-Disparagement. Throughout the Grantee’s employment
and for twenty-four (24) months thereafter, whether terminated for any reason or no reason, the Grantee agrees not to make any disparaging or negative statements regarding the Company or its affiliated companies and its and their officers,
directors, and employees, or its and their products, or to otherwise act in any manner that would damage the business reputation of the same. Nothing in this non-disparagement provision is intended to limit
your ability to provide truthful information to any governmental or regulatory agency or to cooperate with any such agency in any investigation. 

(g)    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. 

  
 - 11 - 

 (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. 
 (3)    Grantee may transfer between Newell
Brands subsidiaries, Divisions or brands and/or assume different job duties during employment. In that case, these Confidentiality and Non-Solicitation provisions shall automatically be assigned to any other
Company employer without any further action by Grantee and without any additional consideration for this Agreement to be enforceable against Grantee by Company. 

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 

  
 - 12 - 

 
shares or other award acquired under the Plan. The Grantee understands that Data will be held only as long as is necessary to implement, 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.
		
		 	 Bradford R. Turner, Chief Legal and Administrative

Officer and Corporate Secretary

  
 - 13 - 

 EXHIBIT A 

NEWELL RUBBERMAID INC. 2013 INCENTIVE PLAN 

2018 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, 2018, and ending December 31, 2020, 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 
  

 

	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 

  
 A-1 

 “Average Market Value” means the simple average of the daily stock prices at close for
each trading day during the applicable period for which such closing price is reported by the NYSE or other authoritative source the Committee may determine. 

“Beginning Average Market Value” means the Average Market Value based on the twenty (20) trading days commencing
January 29, 2018. 
 “Cumulative Annual Dividends” mean the cumulative dividends and other distributions with respect to a
share of the Common Stock, the record date for which occurs within 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 period beginning January 1, 2018 and ending December 31, 2020. 
  

	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, 2020), 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	% 

  
 A-2 

									
	 Rank

(Highest to Lowest)
	  	Percentage	 	 	Percentage	 
	 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	% 
	 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

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