Hope Freedman is a passionate Purpose practitioner dedicated to unlocking the power of brands and organizations to create positive societal impact. She guides organizations through the discovery and activation of social and environmental initiatives that positively impact businesses, consumers, employees, and communities. Hope brings extensive experience in CPG marketing, advertising, and communications – spanning both client and agency roles – to drive consumer engagement, enhance brand reputation and brand equity, and increase revenue from strategy through execution. Her recent work ranges from leading a cross-sector coalition promoting responsible consumption and thought leadership initiatives to optimizing CSR programs, resources, and partners for clients. As a strategist in Edelman’s global Business + Social Purpose practice, Hope focused on developing differentiated brand social initiatives through a proven, insight-driven methodology for clients including PepsiCo, Unilever, Edgewell, and others. Previously, Hope managed various CPG businesses during her brand management tenures at Unilever, Dannon, L’Oréal and Reckitt Benckiser. Her leadership encompasses successfully developing and executing consumer research, brand strategies, product innovation, brand positioning, visual identity frameworks, communication platforms, consumer activation, and retail promotion. Hope enthusiastically shares her expertise about the intersection of brands, marketing and social good as adjunct faculty, speaker, writer, editor, and award judge.