01The challenge
“We're applying our European strategy directly to the U.S. and it's not quite landing.”
What I do
I translate European brand vision into a U.S. strategy that actually works — without losing what makes the brand unique.
Brand & GTM Leadership
Helping European brands find their footing in the U.S.
Senior brand and go-to-market leadership, embedded with your team and tailored to your story.
Based in New York
Brands that shaped me
Alain Mikli
Brunello Cucinelli
Bulgari
Burberry
Coach
Dolce & Gabbana
Giorgio Armani
Miu Miu
Oakley
Oliver Peoples
Persol
Prada
Ray-Ban
Tiffany & Co.
Valentino
Versace
Brand engagements over 16 years
+33%
Luxury portfolio growth
+6%
Coach Eyewear, reversed from double-digit decline
2×
Men's luxury eyewear in U.S. department stores
Sounds familiar?
The challenges I was built to solve.
The patterns I see repeatedly across European brands building in the U.S.
02The challenge
“Our brand is well-known in Europe but we can't seem to build real love in the U.S.”
What I do
I build storytelling, retail experiences and client moments that turn awareness into affinity.
03The challenge
“Our product is beautiful — but it's not converting the way we expected in the U.S.”
What I do
I shape assortments and pricing that are commercially sharp and keep brands authentic — built for the market.
04The challenge
“There's a gap between what European HQ wants and what our U.S. team knows will work.”
What I do
I act as a brand diplomat. A bridge between HQ and your local team, so nothing gets lost in translation.
“Leave things better than I found them.”
About
Hi, I’m Anja.
Fractional Brand & GTM Leader · New York
I help luxury European brands win in the U.S. — without losing what makes them special.
Here’s what I’ve learned: the U.S. isn’t one market. What resonates in New York rarely lands in Chicago, LA, or Texas. And copy-pasting European playbooks? It almost never works.
That’s where I come in. I’d rather place the right bets than see what sticks.
Having worked across Europe and North America, I know what it takes to hold both worlds together. I work alongside your U.S. team and European HQ so your brand grows in the U.S. without losing the heart that makes it worth growing — including in fluent Italian when that’s helpful.
16
Years across Europe & North America
15+
Brands
+33%
Portfolio growth
My expertise
The work I love.
Three connected practices — used together or on their own, depending on what your brand needs most.
“You want to grow in the U.S. without losing what makes your brand worth growing.”
Commercial impact
- Luxury portfolio grew +33% through smarter distribution
- Doubled men's luxury eyewear presence in U.S. department stores
What I do
- U.S. distribution vision & guardrails
- Door & account strategy — expand, deepen, or exit
- Roadmaps that protect brand equity
Want the full picture of how I work?
How I work
What it looks like in practice.
Who I work with
- European brands entering the U.S. for the first time
- Established brands struggling to gain traction in the U.S. market
- Brands launching a new product or category in the U.S.
- Teams that need a senior leader while they find their next hire
How it works
- Typically 3–6 month engagements — long enough to make a real difference
- Senior expertise without full-time overhead
- Embedded alongside your team — not delivering a deck and leaving
- Mostly remote, with in-person when it matters
- Always tailored — every brand's situation is different
Download the one-pager
A short PDF you can share with your team or HQ.
Our first conversation is always about your brand — where it is today, where you want it to go, and whether I’m the right person to help you get there.
Get in touch
I’d love to learn more about your brand.
If you want your brand to be understood, loved, and commercially successful in the U.S. — let’s find some time to talk.
What happens next
- 01Book a 30-min intro call directly, or send a short note about your brand.
- 02I reply within 1–2 business days to confirm or suggest other times.
- 03If we’re a fit, I send a tailored proposal.
- anja@almaadvisory.co
- /in/anjashirkebonifacio
- Based in
- New York, NY
Skip the back-and-forth
Book a 30-min intro call on my calendar.
See available timesPowered by Calendly. Or send a note below if you’d like to share context first.