Yael Dornbusch

Yael Dornbusch is the Chief Subscription Officer at Zumba Fitness where she leads global strategy and execution for the company’s largest business unit: its subscription-based ecosystem.

She oversees revenue growth, customer acquisition, lifecycle marketing, and retention—driving a high-performing, customer-centric model that powers long-term engagement and business sustainability.

With nearly two decades of experience, Yael is known for scaling subscription businesses by blending brand storytelling with data-driven execution and operational rigor. Her work is rooted in building communities that stick—turning casual customers into loyal advocates.

Yael first joined Zumba as its very first employee in 2003. After earning her MBA from Columbia Business School, she took on brand management roles at Procter & Gamble, where she led strategy for global affinity brands such as Dolce & Gabbana, Gucci, Escada fragrances, and Iams Pet Food.

Across every chapter of her career, from beauty to fitness, Yael has focused on delivering value through emotionally resonant brands, compelling customer journeys, and scalable subscription strategies.

Yael is a speaker at Beyond Activ Americas in Dallas, USA.