Fredda started her career in Paris at the previously named International Herald Tribune and Associated Press. She shifted gears and joined Disney Consumer Products, EMEA where she was Communications Manager. A long foray into sports marketing and sponsorship followed, starting with the NHL International, then a move to London to join the NFL International, Octagon, Redmandarin and Momentum. Fast forward with a stint in advertising as a Group Account Director, EMEA at OgilvyOne. In 2009 she joined Havas Sports & Entertainment as Global Chief Strategy Officer and in 2017 she set up her own brand consultancy - Gingernut Thinking. This move unknowingly opened another door, which brought her back to the U.S. as the Chief Strategy & Marketing Officer for RedPeg, an award-winning independent brand engagement agency. She has worked on a diverse group of brands throughout her career including American Express, Bacardi, Barclays, Carlsberg, Coca-Cola, Eurostar, FIFA, the International Olympic Committee, MINI, the NBA, Nestle and Yahoo! amongst others, focusing primarily on large-scale international programs, brand experiences and integrated marketing campaigns from World Cups to music tours to fashion weeks to the Olympics and beyond. She has been on the board of the European Sponsorship Association since 2012.

Favourite partnership: Nike and their host of athletes: Serena, Colin, LeBron…

Favourite sports club: going back to my roots here – The Boston Celtics

Favourite athlete / sports personality: Serena Williams. Go girl.

Favourite sports event: NBA Playoffs

Favourite business personality: Bill Gates

Favourite brand overall: at the moment it has to be Nike for obvious reasons.

Favourite quote: “Inconceivable!” – from The Princess Bride. Also quite loving, “Believe in something, even if it means sacrificing everything”. Applicable to so many facets of life, not just sports.