Fritha is currently Group Strategy Director at Initiative. Former to this she was Head of Strategy at Vidsy. Previously she headed the global social media strategy for high street heavy weight, Topshop. She was tasked with driving brand awareness, revenue growth and customer retention via the brand’s 9 social media platforms. Her role also looked after the integration of social content and platforms into the e-commerce, in store and customer support experiences. Before moving to the UK, Fritha lead the Planning team at Contagion (NZ) delivering successful national and international campaigns across a breadth of Retail, Telecommunications, FMCG and Tourism clients.Fritha is an obsessive problem solver and has a genuine love for work that requires finding innovative solutions to meet a business objective. Outside of work Fritha loves to run, travel and write.She is currently four and a half months into a self-set challenge to write a blog post every day for a year, a project that has resulted in many late nights but still remains fun and slightly addictive.