Anna Ruediger

Anna has worked across international consumer brands, high-growth businesses, and founder-led organisations, with a focus on leadership, strategy, and the people systems that support growth. Her career has included roles with companies such as Pumpkin Patch and My Food Bag, where she developed a passion for businesses that combine strong commercial ambition with genuine care for people. She later joined New Zealand Trade and Enterprise (NZTE), with her team supporting a portfolio of around 100 companies as they navigated growth and international expansion. Most recently, Anna was General Manager at Nature Baby, partnering closely with the founder and leadership team to introduce clearer structures, leadership routines, and ways of working as the business prepared to scale.

Anna is known for her curiosity and ability to quickly build trust with leaders and teams. She has a strong instinct for understanding organisations, listening carefully to different perspectives and helping leadership teams bring clarity to strategy and direction. She works closely with leaders to align teams around shared goals and establish clear roles, expectations, and ways of working that support growth. Her approach combines strategic thinking with practical implementation, helping businesses turn ideas into action. Anna often works with founder-led organisations or leaders stepping into new roles, helping them build alignment and leadership capability as the organisation grows.

One of Anna’s proudest pieces of work was her time at Nature Baby, where she worked closely with the founder and leadership team as the business prepared to scale. In her role as General Manager, she helped introduce clearer leadership routines, performance and development frameworks, and more consistent ways of working across the organisation. This included implementing a performance cycle, redefining policies to reflect modern working practices, and supporting retail teams to better articulate the brand’s value proposition to customers. For Anna, the impact came from helping a founder-led business introduce greater clarity and structure while maintaining the values and culture that made the organisation distinctive.

Anna has long been interested in leadership and organisational culture and the role they play in business success. Through working across many organisations, she has seen that when leaders are supported to grow and teams are aligned around a clear purpose, businesses perform at their best.

Anna brings curiosity, empathy, and energy to her work. She takes time to understand the context of a business and the motivations of the people within it. Leaders value her as a sounding board and thought partner. She asks thoughtful questions, reflects insights back to teams, and helps leaders gain clarity so they can move forward with confidence while building stronger organisations.