Prior to founding her own consulting firm, Fredia worked in the global capital markets for sixteen years, advising international institutional investors on European equity investments, and coaching CEOs and CFOs of FT-SE 100 companies on their cross-border investor relations and shareholder communications.  She built the international sales capability of several brokerage houses in the UK, turned around failing sales teams, and introduced innovative client service models, which resulted in stronger relationships and revenues. Her last corporate position was as Vice President at Merrill Lynch Europe, where she marketed investment banking products and services to international institutions.

She earned her MBA (with Highest Honors) from Simmons School of Management in Boston and her BA (Honors) in Modern Languages in her native South Africa. She completed coach training through the Neuroleadership Institute (Results Coaching) and New Ventures West, and is certified to administer assessment tools such as The Leadership Circle Profile, EQ2.0, Myers Briggs and others.

She serves on the board of The Boston Club, New England’s premier organization for women leaders, where she leads strategy development, co-leads twenty volunteer coaches in the Social Innovation Forum’s innovative coaching program, and serves as a Master-Coach Supervisor for William James College Graduate Certificate Program in Executive Coaching. 

Fredia is an avid reader, writer, world traveler (pre-Covid), people watcher, walker, and lover of good food.

My Story

I founded Woolf Consulting at the start of the millenium because I grew frustrated with what I was experiencing in corporate America and knew that things could be better. I wanted to work in a way that was 100% aligned with my talents, passions and values, and to help others do the same.

After sixteen years in the global capital markets, I had encountered people who were overwhelmed, burned out, or disengaged. I saw how leaders’ decisions and behavior could negatively affect people’s careers and lives, and passionately believed that leaders could make a positive difference to their organization’s culture and bottom line results, if only they knew how.

And so, drawing on my experience as a woman who had forged a successful Wall Street career, lived and worked in three continents, and specialized in the study of Leadership and Organizational Behavior, I created my business. Helping people to realize their leadership potential and to move confidently from struggle to success, is the key, I believe, to transforming organizational performance.