Anya Haarhoff joins Elixirr as an Associate Partner

We are delighted to announce the appointment of Anya Haarhoff as an Associate Partner, strengthening our capability to support clients through complex transformation and growth across consumer, luxury, beauty and FMCG sectors.

Anya brings over 25 years of global executive leadership experience, having held senior roles at Pon Holdings, Wella Company, Diageo and L’Oréal. Her career spans leading large, international organisations through periods of transformation, with deep expertise in commercial strategy, portfolio and brand leadership and AI-enabled digital change.

Most recently, Anya served as CEO of Pon.Bike where she led a €2.5bn global business with more than 4,500 employees and 20+ brands, navigating significant industry disruption while driving commercial excellence and organisational alignment.

Throughout her career, Anya has delivered sustained growth and profitability across complex operating environments, combining strategic rigour with strong people leadership and board-level engagement. She has lived and worked across Europe, Asia, Africa and the United States, bringing a truly global perspective to her work with clients.

As an Associate Partner at Elixirr, Anya will work closely with leadership teams to deliver enterprise transformation, growth strategy and purpose-led change, supporting clients to achieve measurable outcomes at scale.

Anya Haarhoff said:

I am delighted to be joining Elixirr. The firm’s focus on outcomes, combined with its entrepreneurial culture and depth of capability, creates a powerful platform to help organisations navigate change and unlock sustainable growth.