Frieda holds a PhD in Physics from Cambridge University, and worked for McKinsey &Company and Snappet before joining SparkOptimus. At McKinsey, as a project manager she focused on operational excellence, strategy and Innovation and transformations in education. As she found she enjoyed helping to transform the education sector, she made the transition to Snappet (smart and integrated learning software for primary schools). At Snappet she gained hands-on experience in setting up and managing digital innovation in the field of primary education, as well as building a sales team and the required back-end for a fast-growing start-up company. With Snappet growing into an adult sized company she decided to apply her passion for digital innovation to a broader field and joined SparkOptimus. Frieda is a passionate kitesurfer and sailor who tries to pass this on to her young daughter and son.