Hearts & Science

Frith is driven by work that demands transformative thinking, extending beyond paid media into wider marketing and business strategy; blending media science with creative instinct to drive growth, combining evidence-based planning with empathy and strong relationships. This balance enables her to act as a trusted extension of clients’ marketing teams, delivering work that is imaginative, inclusive and commercially effective.

Frith has led the strategic vision for National Lottery operator Allwyn, stewarding a six-brand portfolio within a fast-paced organisation investing around £150m. She has overseen an account delivering 30 award nominations and 12 wins, led a large-scale Category Entry Points research programme to create an industry-first CEP-led planning approach, and championed a test-and-learn agenda generating more than £20m in incremental revenue. She has also driven a 50% year-on-year improvement in strategy and planning client service scores. Frith shapes how strategy is practised across the agency. As co-champion of OMG’s partnership with the Ehrenberg-Bass Institute, she helps embed a culture of evidence-based learning. Highly valued, Frith is defined by her values as much as her results. As a parent and primary carer to her disabled daughter, she places inclusivity and compassion at the heart of leadership, modelling purpose-led excellence in modern media.