Client Stories
Case Study: Consumer Brand
From scattered growth to focused scale
The Challenge
A founder‑led consumer products company was growing across direct‑to‑consumer, marketplace, and retail channels, but execution was straining under too many SKUs, conflicting priorities, and every major decision routing through the founder. Over a 12‑month engagement, Ana simplified the business, aligned the leadership team, and installed a repeatable operating rhythm that allowed the company to keep growing while improving margins.
Strategic Approach
- Clarified the growth model: Defined which products, channels, and customers drove real economics; Built a simple, shared picture of where the business would and would not play.
- Simplified the product and channel mix: Led a product line review to cut low‑value SKUs and focus on winners; Aligned channel strategies (DTC, marketplace, retail) so they supported each other instead of competing.
- Aligned the leadership team: Established a recurring leadership meeting with a clear agenda, decisions, and follow‑through; Clarified roles and decision rights so leaders knew what they owned.
- Introduced a practical operating rhythm: Implemented a weekly and monthly cadence to review metrics, priorities, and issues; Reduced “surprise” crises by catching problems earlier and assigning clear owners.
- Shifted the founder out of the bottleneck: Re‑routed day‑to‑day decisions through a defined leadership structure; Freed the founder to focus on strategy, key relationships, and the next stage of growth.
Case Study: E-commerce
From hustle to a predictable, profitable engine
The Challenge
A profitable, self‑funded wellness brand had strong customer traction but was running on improvisation: marketing efforts were scattered, metrics were inconsistent, and the founder was deeply involved in daily decisions. Ana turned the operation into a disciplined, data‑driven e‑commerce engine with clear ownership, improved conversion, and predictable revenue.
Strategic Approach
- Mapped the funnel: Clarified how traffic, conversion, AOV, and retention worked together; Identified the biggest drop‑offs and quick‑win opportunities.
- Real numbers: Built a scorecard of a dozen metrics reviewed weekly; Assigned a single owner to each metric with clear targets.
- Optimized site experience: Simplified the shopping journey to remove friction; Introduced structured experiments and kept what worked.
- Focused marketing: Evaluated existing channels (email, paid, partners) against profitable growth; Redirected spend to high-ROI combinations.
- Habit building: Clarified responsibilities across marketing and ops; Established regular sessions to review performance and lock in new habits.
Case Study: Tech Business
From initiative overload to disciplined performance
The Challenge
A global technology business had significant revenue but inconsistent profitability. The portfolio had ballooned, regional teams were pulling in different directions, and “alignment” meetings rarely produced clear decisions. Ana led a disciplined transformation that simplified the portfolio, clarified priorities, and improved margins while maintaining growth.
Strategic Approach
- Diagnosed complexity: Analyzed product portfolio, regional performance, and costs; Identified SKUs and regions adding complexity without sufficient return.
- Rationalized portfolio: Designed clear criteria for choices; Brought commercial and supply chain leaders into structured sessions to commit to decisions.
- Strategic focus: Translated choices into practical quarterly plans; Clarified which initiatives were truly critical vs. those needing retirement.
- Global-Regional alignment: Created a consistent planning rhythm across regions; Ensured understanding of how local plans rolled up to margin targets.
- Disciplined follow‑through: Implemented regular reviews of performance vs. plan; Reinforced a culture of accountability and explicit tradeoffs.
Testimonials
“She is able to quickly identify key growth levers of a business… A calm head under pressure, a roll-up-your-sleeves and get it done attitude, along with seasoned team-building skills.”
— head of product, Consumer Products company
“She is a rare talent that can lead creative, manage operations and bring vision… In a short year she went beyond exceeding our growth plans [and] redefined our expectations for what we should achieve.”
— Founder, Direct‑to‑Consumer Brand
“Ana is creative, organized, and disciplined… [with] an appreciation for process, and a persistence to get projects completed, and to see them completed well. She is a great builder of teams and staff.”
— CEO, Global Technology Business
“She always gave clear direction, support and focus, creating a relationship of trust and pride.”
— Chief design officer, Global Technology Business
“Ana demonstrated a strong vision and can-do attitude. She is not afraid to roll up her sleeves and get involved in all aspects of the business… She is a commercial and strategic thinker with the ability to execute.”
— founder & CEO, consumer product company