Hi, I am Ana. I am a strategy executive and doctor of sociology. I seamlessly move between technology, business, and creativity, and my brand strategies and growth plans are designed to both move the culture and grow the business.
I was selected by Forbes as one of the top 50 CMOs in 2018 who serve as models of a new, emerging and disruptive chief marketer.
Prior to that, I was recognized as one of the Luxury Women to Watch by Luxury Daily and one of the top 10 digital strategists by The Guardian. I was quoted in British Vogue, Financial Times, FT’s How To Spend It, Wired, and Frame Magazine, and am an expert source for trend companies like The Future Laboratory, Red Scout, and WSGN. I am on the advisory board of LeanLuxe.
I often serve on the juries for creative awards in the advertising and luxury industries, and have written and spoken extensively about modern retail in publications including The Guardian, Fast Company, AdAge, Adweek, LeanLuxe, Luxury Daily, Glossy, Campaign, and Form Design Magazine, among others.
“The world needs more people like Ana. Strong minded, empathetic, vigorous thinkers. Comfortable with ambiguity, happy to study data, but more likely to find enlightenment by joining up the dots in the real word. Both a thinker and doer, strategist and creative, big picture and detail, Ana is a tremendous progressive force in a wide variety of projects and roles.” - Tom Goodwin, EVP Head of Innovation, Zenith Media and author of Digital Darwinism
I work with the established and emerging brands in the fashion, beauty, luxury, and lifestyle industries, and the focus of my work is brand and business growth through integration of technology in their organizations, communications, and operations. My areas of specialization are brand-building, go-to-market strategy, customer acquisition and retention, inventory management, content and community growth, e-commerce, CRM, collaborations, and organizational change.
I hold a Ph.D. in Sociology of Innovation and M.A. in Media Studies. This background gives me a deep understanding of the emerging social dynamics in fashion, luxury, and lifestyle markets, and adoption and spreading of new trends. It also informs my strategic approach to organizational transformation as the backbone of the business and brand growth.
“Ana is one of those rare breeds of planners - someone who embraces thinking as much as doing. She taught me how to think bigger: because of her extensive and impressive background she offered an approach to digital thinking that was more encompassing and more strategic than that of other senior members of her team.” - Nicole Victor, former VP of marketing at MakerBot
Thanks to my academic background, I have a wider and broader perspective in business problem-solving that has repeatedly proven to be an incredible competitive advantage. My approach is design thinking meets technology meets modern brand-building. I use it for everything from advising MIT Fashion Design students on how to launch their ideas into the real world to figuring out top luxury brands’ strategy to observing the counterfeit scene on Canal street.
“Ana is a triple threat: she is smart, she is strategic and she is creative. She was the secret weapon on many winning pitches and work because she was able to bring smart thinking, big thinking and the right thinking to her work and projects.” - Nicole Victor, Partner and SVP, former VP of Marketing at MakerBot Industries.
My job is to introduce modern brand-building into fashion organizations, to elevate the conversation in the industry and to be entrepreneurial in coming up with new ways of doing things.
I believe that everything that the Internet did to media will happen to retail, and that new purchasing journeys mean new kinds of decisions. When we change how things are bought, we also change what gets bought.
I guide my clients in embracing modern luxury, which is not only about having money to buy expensive things, but having taste to know what to buy. I believe in potential of data to improve our experiences and potential of AI to make us more human.
I currently serve as the Chief Marketing Officer at a modern luxury house, tasked with introducing the brand marketing capabilities, resources, and processes in the organization and defining the global brand positioning, strategy, and the growth plan. Prior to it, I served as the Executive Brand Consultant for a luxury jewelry company and as the Chief Brand Officer at a global contemporary fashion brand. In that capacity, I organizationally transformed the company, introduced new capabilities, resources, and processes and defined the brand strategy, creative brand territory, and the growth plan for the brand.
Prior to focusing on luxury, fashion and lifestyle business, I worked in some of the world's top agencies, where I acquired a robust & diverse skill set.
“Ana delivers incredibly high-quality work. She consistently over-delivers excellent strategic perspective, and consistently goes above and beyond expectations.” - Julie Noiman, Managing Director, Spring Studios
In digital agencies like AKQA, Razorfish and HUGE, I developed hands-on understanding of all stages of human-centered experience design, digital strategy, prototyping, ideation and concepting. I learned how to approach brands from the customer point of view and how to design and implement a compelling brand experiences that marry brand promise, experience design and technology.
In creative agencies like Droga5, integrated agencies like Spring Studios and media agencies like Havas LuxHub I provided a seasoned digital perspective to teams. My job was to help clients disrupted by technology to better understand how to successfully use it to connect with their customers. At CreateThe Group, I developed a proven track record in establishing collaborative client relationships that result in their business and brand growth. The core of my work was to balance the business needs of my clients with solutions that best respond to needs of their customers.
“Ana is able to operate at multiple levels: from high strategy to tactical execution. She discovers ‘wild cards’ to shed new light on ways of seeing things. She moves at the speed of sound, and has no problem pivoting.” - Julie Noiman, Managing Director, Spring Studios
Examples of my work include brand discovery and global brand strategy for a luxury accessories company, communication plans for luxury watches and fashion companies, developing brand positioning and digital strategy for top global retailer, re-imagining the membership program for the leading consumer electronics company, developing brand promise and designing media for a global fashion retailer, creating and developing a retirement knowledge-sharing platform for a large US bank, redefining the brand promise and concepting flagship store design for a major premium food category brand, reimagining the future of workspace through design of digital product and its scalable adoption program for a prestigious global furniture manufacturer, developing a multi-touchpoint digital ecosystem for a global car company, and creating scalable customer acquisition and retention program for a major global luxury menswear manufacturer.
I worked for brands in the US, Europe and Asia. In the course of my career, I solved problems in industries as diverse as fashion retail, luxury, lifestyle, automotive, financial services, media and publishing, telecom, sustainable energy, spirits, beauty, packaged goods, home furnishing, jewelry, entertainment, travel and hospitality.
My strengths are visual thinking, ability to be both strategic and tactical, capacity to quickly synthesize inputs and articulate insights, opportunity framing, talent for visualizing solutions around services and experiences and multidisciplinary collaboration.
My weaknesses are impatience and low tolerance for bad work and bad attitude.
I am good at product and brand marketing, brand strategy, communications planning, experience and service design, omnichannel commerce, content strategy and social media strategy, CRM and customer life-cycle management, customer journey development and design research.
You can find more information on the clients I worked with and the scope of work I covered at my portfolio page of this website.