Anna St George

Commercial executive with more than 20 years' experience developing premium brands, growing and positioning brands, opening and building strategic partnerships across FMCG, technology and primary industries. I specialise in creating commercial value by connecting customer insight with commercial opportunity, translating market opportunities into stronger returns for producers. Equally comfortable developing international partnerships, negotiating commercial agreements and working alongside growers, retailers, distributors and industry stakeholders.

Drawing on my strengths I bring a strong strategic lens, big picture thinking, activation, and a continual learner approach to every environment I chose to work in. My style is inclusive, enquiring, and dynamic, with the ability to engage at all levels, lead and work as a team. I enjoy building strong relationships and I want to contribute at a senior level in a progressive primary industry company.

Global Partnerships Director - Les Mills International

(2021-01 - 2021-12)

• Built an international commercial pipeline from the ground up.
• Secured Telstra within six months and Fitbit within nine months.
• Negotiated global commercial partnerships and led implementation across international markets.
• Developed Board approved investment cases supporting international growth.

Vice Chair & Chair, Category Development Committee - New Zealand Avocado

• Lead domestic and export market development strategy.
• Introduced FernMark as the industry's first origin programme.
• Strengthened retailer relationships and embedded sales and insight led KPIs, translate customer and market insights into initiatives that improve grower value.

Founder - The Avo Keeper

• Created a premium avocado oil brand from concept to market.
• Established retail distribution, e-commerce and export test markets.
• Lead branding, packaging, sampling, content creation and commercial growth.

Founder & Director - Lassoo Media

(2002-01 - 2015-12)

• Built a successful media and advertising agency over 13 years, $14M revenue and 18 staff
• Delivered campaigns across FMCG, retail and food, combining media, digital, activations and sampling.

Consultant - Genez – beef on dairy

• Developed website, messaging and grew brand profile via advertising, trade shows and PR
• Strategy development and commercialisation mentoring in first two years

Hatchery leader - Auckland University – Centre of Innovation

(2023-01 - 2025-12)

Commercialisation of PHD students within sciences, arts and engineering

Head of Marketing & Sales - Lightbox (Spark Innovation)

(2017-01 - 2017-12)

On Demand TV

Acting CEO / Business Development - Objective

(2022-01 - 2023-12)

Purpose and Impact driven fractional marketer resource [Sustainability focused clients]