Consumer Products Executive | Accredited Board Director | Advisor
Los Angeles, CA USA
Biography
Ana has lead small and medium size private companies and business units in large organizations in the Consumer, Food, Toy, Baby, Technology and Health & Wellness industries, taking them through exponential growth, business transformation and entering new markets. Known for building strong foundations, diverse teams, identifying business opportunities and taking calculated risks. She approaches challenges as opportunities with can-do attitude, surrounding herself by strong, smart and well aligned teams to execute the plan. She’s a value-creator for the business, its employees and society, which results in, as she likes to call it: win – win – win. She adds value as follows:
C-LEVEL EXPERIENCE: Seasoned at leading businesses through transformation, taking them from $20M to $250M, via market segmentation, innovation, focus on the most productive SKUs and retail partnerships
GLOBAL P&L MANAGEMENT: Expert at navigating complex international markets effectively by developing successful strategies that drive business growth while understanding cultural nuances. She’s skilled at listening, with a reputation for consensus building among diverse stakeholders, discovering and evaluating challenges, prioritizing, creating a plan and executing it, Belkin’s C.E.O. Chet Pipkin shares his perspective
FINANCE-SAVVY: Experienced at managing uncertainty and making business decisions that deliver growth and EBITDA targets. Improved Belkin’s Tablet Accessories Business’ profitability worldwide by conducting a granular P&L review and by creating processes that helped regions make better business decisions, and focused the business on highly productive SKUs
BUSINESS TRANSFORMATION: Leads transformation by outlining a vision for the future, implementing a program to get there, taking risks, embracing discomfort, ensuring a shared sense of purpose and clear policies, leading a culture and mindset change, and communicating the imperative for change and the vision for the transformation to the broader organization. Established the b.box business in the US as described by founders Monique Filer and Dannielle Michaels
PRODUCT DEVELOPMENT: Known for innovating in new markets by identifying unmet needs and creating products that exceed consumers' expectation, as shared by Ernesto Quinteros, Chief Design Officer J&J, including a new powder detergent (Unilever), a fruit-shaped cereal (Kellogg’s), re-launching Polly Pocket (Mattel) and the first tablet-sized keyboard (Belkin)
SUBJECT MATTER EXPERT: Guest speaker on strategy and international business at UCLA Anderson School and consumer insights at a wellness conference and podcast; Professor of Strategic Brand Management at Loyola Marymount University’s MBA program
HUMAN CAPITAL MANAGEMENT: Known for building high performance teams through hiring, mentoring, promoting and succession planning, as commended by her peers, direct reports and executives on LinkedIn
Professional Experience
| President, USA |
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Australian company, key player in the juvenile products industry, designing innovative award-winning kid-empowering products trusted by moms in over 50 countries. Private; Packaged Goods, Retail / E-Commerce; Under $50MM
HIGHLIGHT: Worked closely with Seidler Equity Partners, responsible for launching the local US business, streamlined the product line, hired local team and drove revenue growth 2.6x YOY, including Amazon sell-through 3.5x, while improving budgeted margin by 9 ppt
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Jun 2022 - Jul 2023
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Element of Choice
Chief Executive Officer
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Branding company who develops innovative products in health & wellness e-commerce platforms, delivering seamless consumer experiences for conversion. Private; Packaged Goods, Retail / E-Commerce; Under $10MM
HIGHLIGHT: Started the business from scratch, developed a product line based on consumer needs and doctor-formulated products. Marketed them via multi-faceted digital marketing campaigns, delivering double digit growth YOY: Email campaigns with 20% open rate; influencer marketing and SEO, converting at 7% with an average order value of $100
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Apr 2017 - May 2022
| Global Business Head |
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Global leader of smartphones and tablet accessories. Private; Hard Goods (Consumer Durables); $500MM - $1BN
HIGHLIGHT: Created an innovative keyboard line, the first ever to be form-fitted to the iPad, with a Net Promoter Score of 65% in the first year, winning awards and reaching $25MM in sales. Shortly thereafter, promoted to run the Tablet & Phone Accessories business unit, the third largest with $250MM in retail sales, which was underperforming. Addressed the culture
by replacing a few team members and by making everyone accountable and important contributors to the business. Strategically optimized the product portfolio, implemented data-driven processes, and laser-focused the company's resources on the most profitable SKUs, resulting in a unanimous board approval, high praise, and a remarkable 9 percentage point improvement in gross margin within the first year.
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Jan 2012 - Sep 2015
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Enlucem
Founder
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Advisory and mentorship, supporting young entrepreneurs.
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Oct 2015 - Present
| Director of Product & Marketing |
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Startup toy and intellectual property company. Private; Packaged Goods; $100MM - $500MM
HIGHLIGHT: Took the company from $25M to $200M in global retail sales by creating product lines tied to seasons and themes, doubling the company’s sales in the first and second years, and by year three resulted in the creation of a new category in the market: Miniature collectible toys with an interactive website and TV show.
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Dec 2006 - Jan 2012
| Senior Marketing Manager |
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Public toy company; Packaged Goods, Hard Goods (Consumer Durables), Retail / E-Commerce; $3BN - $5BN
HIGHLIGHT: Managed a business that represented over $300M in retail sales worldwide. First, as Sr. Brand Manager in Brazil, built it from the ground up, selected what brands to launch (where there were objections from retailers, proposed to have them list the product lines in selective stores to evaluate performance, resulting in Mattel Brazil becoming the second largest market in the Americas, after the U.S.). Second, promoted to headquarters to manage all non-Barbie product lines worldwide, ensuring global appeal and choosing the right products for each market, resulting in 20% growth.
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Jul 1998 - Jan 2006
| Senior Brand Manager |
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Pasta division of Brazil's largest food conglomerate and largest orange juice exporter, at the time. Public; Packaged Goods, Food & Beverage; Over $10BN
HIGHLIGHT: Managed the pasta product line in Brazil, a $50M business. Due to the products’ commodity nature, delivered continuous growth by differentiating the product and promoting new ways to consume via recipes, seasonal product placement and new manufacturing techniques, the first ever ‘no pre-boil lasagna’ in the market.
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Sep 1997 - Jun 1998
| Senior Brand Manager |
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Global consumer goods company, offering beauty and personal care products, food and refreshments, and home care products. Public; Packaged Goods, Food & Beverage; Over $10BN
HIGHLIGHT: Grew the laundry detergent business by 25% by launching the first ever powder detergent in a plastic bag in Brazil, targeted to a specific market who needed a high-performing, low-cost product, in an inexpensive and durable packaging.
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Jan 1997 - Sep 1997
| Senior Brand Manager |
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Manufacturing, marketing, and distribution of ready-to-eat cereal and snacks. Public; Food & Beverage; Over $10BN
HIGHLIGHT: Managed the company’s second largest business growing it from $75M to $110M in two years by creating a new fruit shaped and flavored cereal, the first of its kind made by Kellogg’s outside of the US’ headquarters, resulting in market leadership in the fruit flavored segment, and by educating consumers on the benefits of a complete breakfast.
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Mar 1994 - Jan 1997
| Cost Accountant |
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Eli Lilly is a leading pharmaceutical company with offices in 18 countries. During her time at the company, Ana created cost accounting procedures, working full-time while still in college.
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Jul 1992 - Jun 1993
Non-Executive and Advisory Experience
| Board Co-Chair, Membership Committee |
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Global network of board-ready women with C-Suite and senior executive experience, alumnae of the Harvard Business School Women on Boards and/or Corporate Directors Certificate.
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Jan 2023 - Present
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VITAVATE
Advisor
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Leveraging her unique approach to leadership and business growth, supporting VITAVATE navigate complex business environments, identify unmet needs and market opportunities, and supporting them as they scale.
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Nov 2023 - Present
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Eleven Canterbury
Executive Advisor
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Strategic guidance and operational support to emerging and established CPG brands.
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Oct 2023 - Present
| Halogen Operators Program |
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Bringing together an exclusive, diverse group of best-in-class operators with a variety of functional expertise from a range of relevant industries with Halogen's portfolio company founders, with a mission to build a community that fosters efficient, external expert support for founders tackling tough challenges, enabling everyone to increase their impact, grow their careers, and build their network.
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Jul 2024 - Present
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Adatto
Advisor
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Adatto offers young women health advice, assisting them through an online platform that provides content, community and care.
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Nov 2019 - Jul 2021
Media
| Executive |
Apr 2024
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Discover how Ana's strategic vision transformed the Polly Pocket brand into a Brazilian sensation by understanding the market's unique needs and how deciding to remove a team member whose influence was hindering team dynamics became a pivotal moment in her career. Ana also gets candid about resetting and rebuilding, sharing the emotional toll of layoffs and offering practical advice for bouncing back stronger than ever. Tune in now to hear Ana's recipe for success and the decisions that can pave the way for a bright and prosperous future.
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| Advisor |
Jun 2019
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In this brief discussion, Ana answers a variety of questions and discusses important topics including the importance of taking risks and her thoughts on what it means to be the CEO of a company.
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Awards & Endorsements
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For more endorsements, please visit Ana's LinkedIn.
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| Feature |
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Ana played a key role in the development of the Belkin Qode Ultimate Pro Keyboard Case for iPad Air 2, which was named as part of PC Magazine's Best Products of the Year list and at CES 2015.
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Courses and Certifications
| AI Essentials: Key Concepts and Opportunities |
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October 2023
| Corporate Board Governance Certificate |
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April 2022
| The ESG Disclosure Landscape |
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March 2022
| ESG Global Climate Competent Board Certificate |
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April 2022
| Women on Boards Program |
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The Women on Boards program assists future female board directors in gaining the skills and expertise they need to achieve success. After completing the program, they join a unique network of like-minded women who support them to be prepared for board assignments.
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December 2021
| Executive Certificate – Digital Marketing Strategies for the Digital Economy |
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The marketing programs at Wharton are led by specialists from the world's largest and most-published marketing faculty. They turn cutting-edge research and methodology into useful tools for professional and aspiring marketers.
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December 2016
Accreditation
| Participant |
Mar 2018
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Scaling Up specializes in scaling businesses, advising companies on how to successfully execute strategic plans, build and maintain a corporate culture that consistently achieves results, and how to develop new strategic relationships and partnerships.
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Academic Appointments
| Professor of Strategic Brand Management | MBA Class |
May 2006 - Jun 2006
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Founded in 1926 as a center for strategic thinking and innovation in Southern California, the LMU College of Business Administration strives for academic excellence and prepares students — from eager undergraduates to experienced executives — to use their immense talents and unique skills to advance the interests of both industry and society.
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Charitable Interests
| Mentor |
Oct 2015 - July 2023
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The Center for Global Management Mentor Program pairs current full-time MBA, FEMBA, EMBA and UCLA-NUS EMBA students with members of the center's Advisory Board, a dedicated group of visionary global executives from a variety of industries and locations.
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| Big Sister |
Mar 2000 - Aug 2007
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Big Brothers Big Sisters of America promotes strong and enduring, professionally supported, one-to-one mentoring relationships to children facing difficulties that alter their lives for the better.
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Education
| M.B.A. | Strategic Business Management |
2003
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| B.A. Business Administration |
1993
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