Biography
Ana Hory is COO/Integrator at Frownies and a global P&L executive, operating partner, and board director & advisor with more than 25 years of experience scaling and transforming consumer businesses. She has worked across beauty and skincare, food, toys, baby products, technology, and health and wellness, leading organizations from early-stage ventures to global, multibillion-dollar companies.
At Frownies, a 137-year-old, five-generation, women-led skincare company, Ana serves as the CEO’s strategic second-in-command. She is responsible for translating vision and strategy into disciplined execution, aligning leaders around shared priorities, strengthening accountability, and building the operating systems and organizational capabilities required for the company’s next stage of profitable growth.
Ana is particularly effective when an organization needs both a strategic thinker and a hands-on Integrator: someone who can clarify the growth agenda, strengthen the operating model, align cross-functional teams, and turn plans into measurable results. She has led businesses and business units ranging from approximately $20 million to more than $250 million in revenue, driving market entry, portfolio transformation, omnichannel expansion, margin improvement, innovation, and team performance.
Value creation and P&L leadership
As a COO/Integrator, President, CEO, and Global Business Head, Ana has owned complex P&Ls and made the trade-offs required to create sustainable value, balancing growth and margin, innovation and complexity, and near-term execution with long-term capability building.
At Belkin, she transformed a $250 million global business unit by reducing SKUs by 60% and improving EBITDA by nine percentage points in her first year. She established stronger planning and accountability disciplines, revitalized the team, and helped improve contribution margins by 15–20 percentage points on average while sustaining innovation and international growth.
At b.box for kids, a PE-backed juvenile-products company, Ana established the U.S. business and built its go-to-market strategy, team, financial controls, and channel infrastructure. She delivered a nine-percentage-point improvement in budgeted margin, 2.6x year-over-year e-commerce growth, and 3.5x Amazon growth by strengthening assortment, pricing, inventory availability, customer experience, and channel execution.
Earlier, Ana helped scale MEG Toys eightfold, from $25 million to $200 million in global retail sales, through product innovation, disciplined launch processes, and international expansion. At Mattel, she built the company’s business in Brazil from the ground up and later led girls’ product lines globally, delivering a 20% increase in international sales in her first year.
Growth, transformation, and execution
Ana helps leadership teams create a practical path through growth, change, and complexity. Whether entering a new market, resetting a portfolio, improving profitability, modernizing customer-facing capabilities, or preparing an organization for its next stage, she combines consumer insight, analytical rigor, cross-functional leadership, and decisive execution.
She founded Enlucem as an advisory and operating platform for visionary, founder-led and investor-backed businesses. Through Enlucem, Ana served as a Fractional COO, Integrator, and strategic second-in-command, turning founder vision into focused operating plans, aligning teams around shared priorities and metrics, and establishing execution rhythms that strengthened accountability and decision-making.
As CEO of Element of Choice, Ana helped build and scale a doctor-formulated health and wellness business from inception to $9.8 million in e-commerce revenue while maintaining profitability. She developed the product portfolio, supply chain, Shopify experience, analytics, customer-experience capabilities, and financial controls, achieving a $100 average order value, promotional conversion rates of up to 7%, and a reduction in cart abandonment from 64% to 35%.
Product, consumer, and digital leadership
Ana brings a distinctive combination of product innovation, consumer understanding, and commercial discipline. Her career includes launching category-defining consumer products and experiences across global markets, from Belkin’s form-fitted iPad keyboard, which generated $25 million in sales and achieved a Net Promoter Score of 65, to product and brand work at Mattel, MEG Toys, Kellogg’s, and Unilever.
She applies AI, analytics, and digital tools where they create meaningful business value: improving customer experiences, accelerating decisions, reducing friction, strengthening personalization, and enabling more scalable ways of working. At b.box, she combined AI-enabled personalization, analytics, mobile optimization, user-generated content, and real-time customer support to improve conversion, engagement, and e-commerce performance.
Board and operating-partner perspective
Ana brings an owner’s mindset to boards, founders, and investment partners. Her perspective spans growth strategy, P&L and cash-flow discipline, portfolio prioritization, digital and AI-enabled transformation, talent, succession, and governance.
She serves as a Board Observer at StyleRow and advises Halogen Ventures and its portfolio founders on scaling, transformation, AI adoption, and team development. Her governance education includes programs through UCLA Anderson and Harvard Business School, complementing an MBA in Strategic Business Management from UCLA Anderson.
Known for combining high standards with empathy, Ana builds teams and partnerships grounded in clarity, trust, accountability, and shared ownership. Belkin CEO Chet Pipkin described her as “creative, organized, and disciplined” and “a great builder of teams and staff,” highlighting her fact-based approach, collaborative leadership, and ability to contribute across strategy and execution.
Her leadership philosophy is straightforward: listen and earn trust, make priorities and ownership clear, equip people to succeed, and build operating systems that create enduring value for the business, its customers, employees, and stakeholders. The goal is not simply faster growth, but healthier, more profitable, and more durable growth.