About Ana María
Seasoned professional in the Food and Beverages industry with extensive experience spanning QSR, FMCG and delivery sectors across global markets. Demonstrated history of driving robust results through data-driven decision-making, agility, and creativity.
Ana is an expert on Marketing Strategy, Innovation, Go to Market, Research, Brand Positioning, Digital.
English
Native or bilingual
Spanish
Native or bilingual
Can work on-site
London (up to 50km)
Experience
- GONG CHA (TA ASSOCIATES)Global Senior Marketing DirectorMay 2024 - December 2025 (1 year and 7 months)London, UK• * Spearheaded a global brand and growth transformation, repositioning Gong cha around tea craftsmanship ("How Tea Is Meant To Be") and defining a long-term strategy targeting 10x revenue growth over five years; delivered +5% SSSG and +22% EBITDA in the first year• * Partnered with Korea team to pilot a new store design that delivered +18% sales uplift, creating a scalable blueprint for international rollout• * Identified, negotiated, and launched global partnerships across gaming, entertainment, and lifestyle (e.g., Final Fantasy, LINE Friends), delivering +20% sales uplift during promotional periods and building a multi-year licensing pipeline• * Created a global menu and pricing architecture anchored in three consumption pillars: Fun For You (indulgent LTOs), Good For You (everyday, guilt-free range), and Better For You (functional add-ons), to increase traffic and frequency, while expanding beyond beverages into adjacent food categories• * Pioneered AI-powered, digitally native campaigns that increased Gen Z and Gen Alpha engagement while significantly reducing creative production costs and time-to-market• * Led the global digital strategy, including a unified global website (13 local sites live), loyalty platform technical and marketing frameworks, and global social media guidelines for franchisees• * Redesigned the global menu board to reduce cognitive load at point of order, driving higher core product trial and increased average check through structured upsell and LTO prominence
- Entrepreneur in Food and Climate TechFounder and CEORESTAURANTS AND FOOD SERVICEOctober 2022 - May 2023 (7 months)London, UK
- Selected for participating in Carbon 13 and Antler, two of the UK’s most reputable venture builders
- Learned how to use no-code tools to rapidly test ideas, built a market place and automated an emailing campaign with an outreach of 500 addresses
- Experimented with the use of AI to optimize restaurant operations, reducing food waste whilst increasing guests satisfaction
- Developed fund raising and sales skills by weekly pitching to investors
- The Kraft Heinz CompanyHead of Portfolio and Innovation, International Food ServiceJanuary 2022 - December 2022 (11 months)London, UK• Defined the growth strategy, aiming to double the channel’s revenue to $2B within 5 years• Crafted a $300M international innovation pipeline focusing on 3 pillars: a) Sustainability:Sustainable packaging; b)Taste: Category white spaces such as plant-based, hot sauces, andcooking sauces, New flavours and formats; c) Nutrition: Portfolio renovation• Revolutionised product development and testing, quadrupling launch speed• Built partnerships with QSR partners: Burger King’s Halloween Whopper deployed in 5 markets
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Education
- Disruptive InnovationHarvard Business School Online2021
- Digital Marketing Strategies, MarketingNorthwestern University - Kellogg School of Management2019Digital Marketing Strategies, Marketing