With a strong focus on raising awareness and enhancing stakeholder engagement, she has served as Director of Communications and PR at a leading biotech start-up, where she led media publicity initiatives aimed at improving early disease detection and patient outcomes, including the launch of the world’s first urine technology for cervical cancer screening. Through strategic outreach and CSR efforts, she also effectively communicated the significance of the company’s innovative technologies, raising awareness and fostering public understanding of the benefits. 

Her career also includes over 13 years as the event and marketing lead in the higher education sector, where she promoted their research capabilities and academic programs through strategic marketing and communications. She successfully executed creative campaigns, organized high-profile events, including the universities’ anniversary celebrations, and developed compelling communications content.

Additionally, her decade of experience with public utilities and NGO has equipped her to collaborate effectively with a diverse range of stakeholders, including industry partners, government officials, and the media. This background has greatly enhanced her skills in communication strategy and stakeholder engagement. She also excelled in large scale event management.

Freda holds a master degree in Communication Studies.