Freda has over 25 years of corporate experience in Marketing and Advertising, and 8 years in academics. She has graduated with a PGDM from the IIM-A, and an MS in Communications from Illinois State University, USA. Her ad agency experience was extensive at LINTAS and JW Thompson and as a Vice-President with Branch Management responsibility at Advertising & Sales Promotion (ASP – a C K Birla group ad agency). She was Head – Marketing Communications at Goodyear India Ltd., and was also the Senior General Manager – Marketing at DSS Mobile Communications.

Her academic specializations are in the areas of Strategic Brand Management, Consumer Behavior and Integrated Marketing Communications. Her research interests are in the areas of Brand and Advertising. She is currently conducting research studies in the cultural dimensions of Indian advertising. She has presented papers in Marketing at conferences in India and abroad, conducted Management Development programs in Client and Customer management and Personal Branding, besides her areas of specialization. She has also been the Program Director for several seminars in the area of Marketing.