Strategic leadership for consumer brands building on both sides of the Atlantic.
I was the first hire at ANINE BING. Over 13 years, I held every C-level role the brand needed: Head of Marketing, COO, CSO. I helped take it from zero to $100M+ in global revenue, operating across Los Angeles, Paris, and the broader European market.
I partner with consumer brands at inflection points: when the strategy needs to sharpen, a new market needs to open, or the business needs to scale without losing what made it worth building in the first place.
I'm Swedish and Norwegian, based in LA, and I spend three to four months a year in Scandinavia. That dual fluency, cultural, commercial, operational, is the thing most executives don't have. I understand why a brand that resonates in the US doesn't automatically translate in Europe, and I know how to close that gap in both directions.
My work spans brand strategy, international expansion, channel architecture (DTC, wholesale, retail), marketing, and operational scale. I've brokered collaborations with Kate Moss, Reebok, and Helena Christensen. I've negotiated two rounds of VC financing. I've opened 40 retail doors across four continents.
I work with a small number of brands at a time. The depth of the engagement depends on where you are and what you need, from a focused strategy day to full fractional leadership across functions.
A single intensive working session: workshops, offsites, or a focused strategy review. No retainer required. Good for a defined question that needs senior thinking fast.
Four days per month. Ongoing strategic counsel, brand direction, and direct CEO partnership. Suited for founders who need consistent senior thinking across decisions over time.
Eight days per month. Active leadership across brand, marketing, and commercial functions. For brands in a critical growth phase that need more than guidance.
Twelve or more days per month. Full fractional CMO, CSO, or COO. Leads teams, drives strategy, owns outcomes. Minimum three-month commitment.
Tell me about your brand and where you are right now.
annikameller@gmail.com