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Heidi Frei – Member in the Spotlight

February 8, 2022

IABC Phoenix member Heidi Frei, ABC, has worked in marketing and communications for more than 20 years. As senior director of marketing and membership for the Arizona Society of CPAs (ASCPA), Heidi assists the organization in growing its membership, increasing seminar and conference registrations, increasing revenue through sponsorships/advertising, and other strategic priorities.

Some of her favorite work projects over the years have been leading the ASCPA rebrand, developing a brand ambassador program called ASCPA Champions, building a thriving online community for CPAs to share information and advice, and increasing revenue for the organization’s advertising and sponsorship programs.

Heidi also served as president of IABC Phoenix in 2006-07, worked on the regional board from 2008-10 and has been a member since 2000. “I learned so many leadership lessons and met my people in IABC,” Heidi said. “Most of my lasting friendships came from volunteering with IABC.”

Heidi just launched her second podcast, Auntecdotes – Stories From Favorite Aunts. “I am an introvert and tend to lean toward writing to express my creativity, so I decided to step out of my comfort zone to become a podcaster,” Heidi said. “It has been so much fun sharing others’ stories and meeting so many wonderful people.”

Other activities outside of work include mentoring with New Pathways for Youth, taking walks and hikes, watching football, sharing happy hours with friends, and swimming.


Three questions for Heidi:

If you could learn one new professional skill, what would it be?
I just signed on to manage our data analytics project at work and am interested to learn more about these tools and how they can help me become a better marketer.

Best professional development book you’ve ever read?
Dare to Lead by Brené Brown. Her research and insight into vulnerability in the workplace and leadership is spot on.

If you could live anywhere in the world for a year, where would it be?
London. It is such a fun city, and I could travel to so many amazing places in Europe during that year. I am assuming I have an unlimited budget.

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