Alana Elias Kornfeld is a brand strategist and communications executive specializing in strategic positioning, reputation architecture, and growth-stage brand building.

As a fractional Chief Marketing Officer and brand consultant, she builds comprehensive go-to-market strategies for wellness and technology companies, with a focus on narrative positioning, storytelling, and public relations.

Trained as a journalist, Alana spent the first 10 years of her career positioning, launching, and leading content brands at News Corp., Huffington Post, and Turner Broadcasting. As Executive Health Editor at The Huffington Post, she created and launched HuffPost Healthy Living, taking it from zero to 9MM unique visitors, making it the largest, most widely read, and most profitable vertical in the HuffPost lifestyle portfolio. She also served on the board of the Harvard School of Medicine’s Sleep Division on behalf of Arianna Huffington. Subsequently, as Executive Editor at Turner Wellness Media, she concepted and directed Turner’s multiplatform health and entertainment venture, upwave, which included national broadcast TV shows such as “Cook Your Ass Off” and “The Tim Ferriss Experiment.” 

After pivoting into brand strategy and communications, Alana worked at several high-growth health and wellness startups (B2B & B2C) as the inaugural VP Brand, including at Health-E Commerce, where she built the company’s brand architecture, drove sustained 70% CAGR, and helped establish a public affairs strategy that helped pass legislation making femcare products eligible to buy with tax-free health dollars (FSAs and HSAs) and repealed the prescription requirement for over-the-counter drugs (H.R. 1922 and H.R. 748).

Most recently, she was Partner and Managing Director of the Brand Strategy practice at Perceptual Advisors, where she led the brand strategy function and served as a senior operating partner.