Fierce. Strategic. Contagiously optimistic. Lauren Friezo is a New York-based, award-winning Brand Strategy Director hell-bent on making brands matter.
Lauren brings a rare blend of storytelling, empathy and cultural insight – shaped by a background in English, Entrepreneurship, and Women’s Studies. Her expertise spans retail, beauty, femcare, CPG, and DE&I. She’s led strategy for some of the world’s biggest brands and thrives on challenging convention. Her impact shows in the work: including the 2022 USA Grand Effie, Gold and Silver Effies, and Cannes Lions.
BBH USA
2024 – current
Lauren joined BBH USA in May 2024 as Group Strategy Director across J.M. Smucker Company, Heineken, and new business. She drives strategy with a focus on uncovering bold consumer, cultural, and brand truths that enable brands to find their zag. Beyond her team, she also mentors and trains emerging talent in Publicis Groupe.
Grey New York
2019 – 2024
Since joining Grey in 2019, Lauren was a driving force behind Applebee’s comeback – leading strategy that catapulted the brand to its most successful year ever, and a Grammy nomination. At the same time, running strategy for P&G, she built and scaled a game-changing framework to uncover gaps in how brands understand, reflect and connect with diverse audiences.
The Richards Group
2015 – 2019
Lauren cut her teeth in brand planning at The Richards Group in Dallas, Texas, where she excelled at bringing audiences to life, leading quantitative research (copy-testing, brand tracker, proprietary surveys, etc.) and moderating individual interviews, triads, conflict groups and traditional focus groups (even ones about emotionally charged topics, like cancer and debt).
Etc.
Founder, Chat TTC
Building Chat TTC – the first fertility app that talks back. Leading a fast-growing TikTok community (750k+ views) talking honestly about miscarriage and trying to conceive.
Board Member, The Friezo Family Foundation
Helping improve the lives of children by providing financial support to charitable organizations that promote education, seek to eradicate disease and address poverty.
Founder, Her Campus Mentorship Program
The program matches Her Campus alumnae with current college students to help develop professional skills and learn about journalism, media and marketing, and more.
College Essay Tutor
Making it easier for seniors to put themselves on a page.