Freda Freda

I help people and organizations move from a tangled challenge to a clear problem statement, and a solution that actually fits how they operate. Whether it's a stalled business process, an organization's culture, a technology system, or a founder's own stuck thinking, I focus on uncovering the root cause, then build a path that is repeatable and suited to the environment it lives in.

I bring 20+ years guiding projects from inception to implementation across entrepreneurial ventures, startup environments, and Fortune 100 organizations such as Barclays, Credit Suisse, and Goldman Sachs. As Principal at Wake the Lion LLC, I have led business transformation engagements such as the PGC311 Salesforce CRM implementation for a 1M+ resident government service platform, and conducted gap analyses and process recommendations for lending management operations. My HR background adds a people lens to every engagement: talent acquisition, diversity and inclusion strategy, and program development that measurably increased employee engagement and streamlined recruiting.

I am also a founder myself, running Wake the Lion alongside several parallel ventures, so I understand firsthand the pace, ambiguity, and shifting priorities of supporting new and emerging ventures. I am profoundly aware of the discretion and follow-through a founder needs from a right hand.