Ana Andjelic is an experienced strategy executive who specializes in modern luxury brands. She is a brand executive, author of The Business of Aspiration, and among Forbes' The World' s Most Influential CMOs.
Ana is an advisor to Dematerialised, the experiential marketplace for Fashion NFTs. She holds a PhD. in Sociology and M.A. in Media Studies.
She specializes in brand- driven modern businesses. Ana earned her doctorate in Sociology and worked at the world' s top brands and advertising agencies. She runs a weekly newsletter, The Sociology of Business, and is a widely read columnist, speaker, and advisor.
In the course of her career, Ana Andjelic modernized, innovated, and breathed new life into legacy brands. She amplifies brands creative and strategic capabilities, resources, and processes as a basis of their successful global positioning, brand and business strategy, creative output, and execution and growth modeling.
Most recently, Ana worked as the Chief Brand Officer at Banana Republic, where she led the widely- lauded brand turnaround. Prior to Banana Republic, Ana held positions as the CMO at Mansur Gavriel, interim CMO at David Yurman, and the CBO at Rebecca Minkoff, where she launched the Female Founder Collective.
Earlier in her career, Ana introduced luxury practice in the global Havas network, and held senior positions at Spring Studios and Droga5. She worked with brands such as LVMH, Sergio Rossi, Belvedere, Moet Hennesy, Sotheby’s, PUMA, H& M, Topshop and Topman, PUMA, Canali and MCM, among others.
Ana often serves on the juries for creative awards in the advertising and luxury industries. She has given talks globally and contributed to publications including Harvard Business Review, The Guardian, Advertising Age, Adweek, Frame Magazine, Luxury Daily, Lean Luxe, Glossy, and Campaign.
She is a frequent expert resource for Business of Fashion, Financial Times, British Vogue, FT’s “How to Spend It” and Vogue Business and is an expert source for trend forecasting companies like The Future Laboratory, Red Scout, and WSGN.
In 2018, she was listed among Forbes’ top 50 CMOs who serve as models of a new, emerging, and disruptive chief marketer. She was also named as one of the Luxury Women to Watch by Luxury Daily and was listed among the top 10 digital strategists globally by The Guardian.
In 2021, Ana published “The Business of Aspiration” a book that explores how changing social, cultural and environmental capital that consumers and brands acquire, trade, and display changes brand and business strategy. Ana also writes a popular weekly newsletter, Sociology of Business, where she covers everything from aspirational markets to taste communities and new brand growth models.
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