Anya Haarhoff joins Elixirr as an associate partner

Elixirr has appointed Anya Haarhoff as an associate partner, strengthening its capability to support clients through growth and transformation programmes across consumer, luxury, beauty and FMCG sectors.

Anya Haarhoff brings over 25 years of leadership experience, having held senior roles at Pon, Wella Company, Diageo and L’Oréal in the Netherlands. Most recently, she served as CEO of Pon.Bike where she led a €2.5 billion global business with more than 4,500 employees and over 20 brands.

During her time as CEO, she led Pon.Bike through growth and drove major programmes focused on organisational alignment and commercial excellence.

Earlier in her career, Haarhoff held leadership roles at Diageo, where she led the luxury and retail business unit, and L’Oréal, where she spent 15 years. She has lived and worked across Europe, Asia, Africa and the US, bringing a global perspective to her leadership and approach.

As an associate partner at Elixirr, Haarhoff will work with the firm’s clients to deliver enterprise transformation, growth strategy and purpose-led change. She will focus on areas including commercial strategy, portfolio and brand leadership, profitability, change programmes, and AI and digital enablement.

“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,” she said.

Haarhoff is based out of Amsterdam, from where she will support Elixirr’s clients in the UK, Europe, Africa and the Americas. Founded in 2009, Elixirr is one of the UK’s leading management consulting firms. The firm is listed on the Main Market of the London Stock Exchange.