lea anna schollmeyer

director of brand benelux at hellofresh

about

i am the brand director for hellofresh benelux, where i lead the local brand strategy. my work is a continuous balancing act between maintaining global brand integrity and ensuring local resonance—a task that requires a sharp eye for consumer behavior and regional cultural nuances. having spent years at various creative agencies, i remain passionate about the power of great “creatives.” i’m a jury member for the effie awards and san awards and i believe that exchanging thoughts with peers is the best way to keep sharp and inspired.

what or who inspired you to pursue your chosen career?

my leadership at hellofresh is fueled by two forces: the freedom to dream and the discipline to work. i grew up in a family that valued grit;my grandparents’ farm-life left no room for nonsense, while my mother was my ultimate inspiration. she combined relentless curiosity with genuine kindness, turning a simple degree into a thriving business by never stopping her quest to learn.

today, i lead with that same drive and humanity. i’m showing my daughter that you build the life you want by staying curious, working hard, and—above all—staying kind.

hellofresh

female leaders don’t just break barriers, they help others rise with them.