Franziska Freidel

Head of CPG & Retail (EMEA)

Franziska Freidel is a seasoned leader in the Consumer Packaged Goods (CPG) and Retail domain, serving as Head of CPG & Retail (EMEA) at SoftServe where she drives digital commerce, customer experience, and commercial growth strategies across the region.

With a strong foundation in digital transformation, Franziska brings a blend of strategic vision and practical execution to help brands harness emerging technologies such as AI, cloud solutions, and data-driven personalization to reshape retail and supply chain operations.

Prior to joining SoftServe, she gained valuable experience in commerce and consulting roles, and holds advanced academic credentials in digital innovation and e-commerce, equipping her to lead cross-functional teams and partner with clients to navigate the rapidly evolving retail landscape. Known for her thought leadership and collaborative approach, Franziska actively engages with industry peers to advance innovation and meaningful outcomes for clients and partners alike.

Franziska’s recent stories

By Franziska FreidelMar 10, 2026

Generative AI•

Google Cloud•

Retail

Economies of Speed: The Race for Agentic Commerce

Agentic commerce is reshaping retail. Early adopters have a competitive edge — SoftServe can help you become one.

6 min read

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Franziska’s recent stories

Economies of Speed: The Race for Agentic Commerce