Ana Hory, MBA

Enlucem

Founder & Operating Partner | 2015–Present

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Enlucem is Ana’s advisory and operating-partner platform for visionary, founder-led consumer businesses. She works alongside founders, CEOs, and leadership teams as a fractional COO and integrator—translating strategic vision into an aligned operating plan, practical priorities, accountable execution rhythms, and scalable growth infrastructure.

Selected impact:

• Served as a second-in-command for founder-led businesses, aligning leadership teams around a single set of priorities and installing weekly operating cadences that increased focus, accountability, and speed of decision-making.

• Led the U.S. launch of an international consumer brand, building its go-to-market strategy, local team, and operating infrastructure; doubled e-commerce revenue, tripled Amazon sell-through, and improved margins in the first year.

• Led P&L and portfolio transformation work modeled on the discipline used to reshape Belkin’s $250 million business, supporting a 9-point EBITDA improvement and 60% SKU reduction while preserving innovation and international growth.

 

Halogen Ventures

Advisor and Board Observer | 2024–Present

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Advisor to Halogen Ventures, an early-stage venture capital firm investing in consumer technology companies led by women. Ana supports portfolio founders navigating transformation, scaling, AI adoption, organizational design, and leadership-team development. She also serves as a Board Observer for a Halogen portfolio company, bringing an operator’s perspective to growth, governance, consumer strategy, and digital transformation.

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b.box for kids

President, USA | 2022–2023

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b.box is a $50 million, PE-backed Australian juvenile-products brand with retail and e-commerce operations. Ana was recruited to establish and scale the U.S. business, building the local operating model while positioning the brand for durable growth in a highly competitive market.

Selected impact:

• Launched the U.S. business from the ground up—defining the go-to-market plan, streamlining the product portfolio using market analytics, recruiting and onboarding a high-performing local team, and instituting robust financial controls.

• Improved budgeted margin by 9 percentage points through disciplined planning, assortment decisions, and commercial execution.

• Delivered 2.6x year-over-year e-commerce growth by applying AI-enabled personalization, upgrading the mobile shopping journey, redesigning site navigation, and incorporating user-generated content and real-time customer support.

• Reduced cart abandonment from approximately 70% to 35% by using analytics to identify friction points and improving the digital customer experience.

• Grew Amazon 3.5x year over year through Buy Box optimization, pricing discipline, inventory availability, Seller Central analytics, and stronger operational execution.

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Element of Choice

Chief Executive Officer | 2017–2022

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Element of Choice was a self-funded, profitable, doctor-formulated health and wellness company. Ana led the business from early-stage development through commercialization and scale, building the brand, digital ecosystem, team, and operating capabilities needed for profitable growth.

Selected impact:

• Scaled the business from inception to $9.8 million in e-commerce sales by identifying unmet consumer needs, developing relevant products, and building a disciplined, data-led operating model.

• Designed and built the Shopify e-commerce experience, achieving a $100 average order value and promotional conversion rates of up to 7%.

• Reduced cart abandonment from 64% to 35% through a mobile-first redesign, streamlined checkout, customer-journey optimization, and targeted recovery programs.

• Led performance marketing, email, and influencer initiatives that increased engagement, built brand awareness, and supported sustained growth.

 

Belkin

Global Business Head | 2012–2015

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Belkin is a global leader in smartphone, tablet, and consumer-technology accessories. Ana led a $250 million global business unit, Belkin’s second largest, and managed the intersection of P&L performance, portfolio strategy, innovation, international expansion, and talent.

Selected impact:

• Transformed a $250 million business unit by leading a 60% SKU reduction and delivering a 9-percentage-point EBITDA improvement in the first year.

• Improved contribution margin by 15–20 percentage points on average through portfolio prioritization, data-driven planning, cross-functional execution, and stronger commercial discipline.

• Created and launched an innovative form-fitted iPad keyboard line, combining consumer research, rapid prototyping, and design-led product development. The line achieved a Net Promoter Score of 65, won industry awards, and generated $25 million in sales.

• Rebuilt team culture and capability by recruiting, developing, and aligning high-performing talent around clearer decision-making, accountability, and shared business goals.

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MEG Toys

Director of Product and Marketing | 2006–2012

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MEG Toys was a self-funded toy and licensing company that developed consumer products and entertainment-driven brands. Ana helped build the company into a global retail business through category creation, licensing, product innovation, and consumer-led commercialization.

Selected impact:

• Helped grow global retail sales from $25 million to $200 million by conceptualizing and launching seasonal and themed product lines; sales doubled in the first two years and continued to grow at double-digit rates.

• Expanded licensees’ e-commerce contribution from 2% to 12% of total business through themed collections, digital marketing support, and hands-on commercialization guidance.

• Created a new collectible-toy category connected to an interactive website and television cartoon, combining physical product, digital experience, and storytelling to deepen children’s engagement and create a differentiated brand platform.

 

Mattel

Senior Marketing Manager | 1998–2006

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At Mattel, Ana held progressive global brand-management roles across high-profile toy portfolios and international markets. Her experience combined global strategy, product selection, market localization, and commercial leadership at scale.

Selected impact:

• Directed a portfolio representing more than $300 million in global retail sales, delivering consistent year-over-year growth in a highly competitive category.

• Built Mattel’s Brazil business from the ground up as Brand Manager, developing localized go-to-market strategies and helping establish Brazil as Mattel’s second-largest market worldwide after the United States.

• Led global Girls’ product lines from headquarters, partnering with regional teams to increase relevance and performance across international markets; international sales grew 20% in the first year.

 

Earlier Brand Leadership

Kellogg, Unilever, and Bunge Group | 1994–1998

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Ana began her career in brand management with leading global consumer companies in Brazil. Her early work built the foundation for her lifelong focus on consumer insight, market segmentation, product innovation, and disciplined commercial execution.

 

Across every role, Ana has paired an owner’s mindset with a people-centered leadership style, creating value by simplifying complexity, making disciplined choices, building trusted partnerships, and enabling teams to execute at a higher level.