Why do I coach?

I’ve always been drawn to understanding people’s potential. What drives them, fulfills them, and helps them thrive. Throughout my career, I've seen how many talented professionals were achieving success yet still seeking clarity and alignment about what’s next. I coach because I believe we can all design our dream careers and lives, but it’s far more strategic, focused, and sustainable when done with the right support and resources. Growth happens when we’re challenged in a safe environment, where we can learn, experiment, and build the skills to perform at an elite level in real life. My mission is to bring both strategy and empathy to that process, helping ambitious professionals navigate transitions and opportunities with clarity, confidence, and purpose.

Work Experience

Founder and Coach

Annika Friesen Coaching & Consulting

May 2021 - Present

I coach ambitious professionals through career pivots, MBA admissions, and consulting interview preparation. My approach blends structured strategy with clear, actionable feedback — helping clients gain clarity, sharpen performance, and move confidently into their next chapter.

Consultant - Senior Consultant

Bain & Company

January 2023 - December 2025

Interviewer

Specific experience across Sustainability, Aviation, Investment Analysis, Sovereign Wealth, AI Prototyping, Public Sector, Professional Services, and collaboration with the World Economic Forum

Executive MBA Development Manager

HEC Paris

September 2021 - September 2022

Interviewer

•Refined EMBA application process for hundreds of candidates by reforming the qualification phase and preliminary interviews •Transformed the overall student recruitment process by developing digital videos, increasing student journey efficiency, and launching local city visits resulting in an increase in student enrollment •Acted as liaison with a major GCC-based partner for the launch of a partnered EMBA program

Investment and Business Development

Estée Lauder

January 2021 - March 2021

• Worked with Director, Commercial & Business Development on special projects including strategic education reform, financial and non-financial based analysis of channels, products, brands, and retailers and developed database for performance projection purposes • Engaged cross functionally, cross divisionally and coordinated among all participating EMEA affiliates to drive projects and obtain data

Manager - Interim/Contract Division

The Mason Group

November 2016 - November 2019

•Generated new business for The Mason Group and directly managed 45+ accounts and clients, while using strategic advisory skills to build a new pipeline of business •Selected to speak on behalf of The Mason Group at a CPA conference, increasing the brand awareness, reach, and relevance of the firm as a subject matter expert

Manager

KPMG

October 2012 - November 2016

Assurance (Consumer Markets Practice)(Completed CPA designation) Sr. Consultant Risk Advisory Manager, KPMG International

Education

International Coaching Federation

ACC

2024 - 2025

HEC Paris Business School

Master of Business Administration - MBA, Strategy

2020 - 2021

Admissions Committee Experience

Activities and societies: Recipient of HEC Scholarship for Excellence Project Manager, Sustainability Consulting Project with Moët Hennessy & Veuve Clicquot Ponsardin Student Social Media Manager Member of TEC (The Executive Committee) VP Wine & Spirits, HEC Retail & Luxury Club No. 1 European Business Schools Ranking 2021 - Financial Times No. 4 Global MBA Rankings 2022- QS No. 11 Full-Time MBA ranking 2022 - Financial Times No. 2 Best International Two-Year MBA Programs 2019 - Forbes

BrainStation

Certificate, SEO/SEM & Analytics

2017 - 2017

Google Analytics, Analysis & Reporting, Search Engine Marketing (SEM) with Google AdWords, and Search Engine Optimization (SEO)

Chartered Professional Accountants of Ontario

CPA, Accounting

2012 - 2015

University of Ottawa

Bachelors of Commerce, Accounting

2008 - 2012