Freda has been working in the automotive industry for over 20 years in sales and marketing as well as overall business management with brands such as Mercedes Benz and Aston Martin. She is currently working as EVP of Communication and Customer Experience in Jaguar Land Rover China.

Through the fast market development period from 2007 to 2019, Freda was instrumental building Mercedes-Benz brand, expanding their customer base in China. She has established customer programs focusing on business leaders and entrepreneurs, female audience (She’s Mercedes), as well as dynamic customer driving experiences, all of which were first in the industry.

Building on British high luxury image and racing spirit, Freda successfully strengthened Aston Martin’s brand reputation in 2022 & 2023. During which time, the brand captured the entire China and auto industry’s attention with “Aston Martin Avenue” Stunt shows. Restructuring dealer network and distribution channel, Freda positioned AM China into a new phase during her time as regional president.

Throughout her 30-year career, Freda has worked in various geographic locations such as Dubai, Toronto, Beijing and Shanghai. And in industries such as sporting goods, premium consumer brands and consulting business. Such diverse life experience allows her to connect with different markets and people in order to gain deep understanding of the cultural impact to consumer behaviour in luxury industry.