With over 20 years of background in leadership positions in various industries, Femke Anna is a long standing executive in the Benelux Leadership Team. Before Meta she worked as consultant at Booz & Company where she led strategic change progress in the field of digital transformation for key consumer industries, like CPG, Retail and Travel. Prior to that she was Director Marketing for EMEA for Tommy Hilfiger, and General Manager for JDE Retail and eCommerce. In her early career she held various international Marketing and eCommerce positions for global brands like Heineken and Coca-Cola. Red thread throughout her career has been business development, customer value creation and change – she believes in making the impossible possible. Femke Anna has a deep passion for performing arts, being a professional actress and dancer, while also chairing the Advisory Board for the Dutch performing Arts Fund since 2014. She is a mother of two teenage girls, and a strong believer in diversity from all angles; women, health, inclusivity.