Learn More About Heidi

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About Heidi Frei

Heidi Frei brings her analytical, creative and strategic skills to every challenge and opportunity and looks forward to collaborating with your team.

A year after graduating from college, I packed up my car and drove from the Midwest to Arizona to begin a new adventure. I didn’t have a job lined up and didn’t know anyone in Arizona, but I took the risk and was determined to make it work. I built a strong network in the marketing and communications field by getting involved in the International Association of Business Communicators and their local Phoenix chapter and worked my way up to lead the organization as president. My first two jobs in Phoenix were at Cox Communications, assisting with internet demos at events and working in marketing at Arthur Andersen. Both of these positions helped me learn more about the Valley business community, which led me to my current organization, the Arizona Society of CPAs (ASCPA).

You might be thinking, 23 years is a long time to work at the same organization. I also did not think I would be at an organization that long. What I found at the ASCPA was a place I could learn, grow and help accountants become more successful, which was motivating and rewarding. As a small team of 12 leading a membership of 5,000, I had the opportunity to lead a variety of initiatives including a rebranding project, several website redevelopments, online community launches, data analytics, media relations, business development, strategic goals, social media plans and advising our CEO on organizational decisions in all areas of the business. Relationships are an important component at the ASCPA, and I built strong connections with members and their organizations to learn what they need and to deliver valuable services and important communications to them.

As a life-long learner, I am always challenging myself to learn and put new ideas into practice. When social media became available, I learned about the different platforms and taught classes to our CPAs to help them use the tools for their businesses and their own personal brands. When podcasting became more popular, I took a course from Seth Godin to learn how to create podcasts and went on to develop one for our organization and two that I hosted and produced personally.

Outside of work, I enjoy giving back to the community as a mentor for New Pathways for Youth. Watching my mentee take on challenges and pursue her education and career goals after being the first in her family to graduate from high school is inspiring. I have two podcasts, a blog and enjoy traveling, hiking, being an aunt to three nieces and a nephew and learning new things on the Master Class app.

What People Are Saying About Heidi

  • Cynthia Quinonez, Senior Manager of Membership, Arizona Society of CPAs

    “Heidi is an empowering, reliable and forward-thinking leader. I have worked for and with Heidi, witnessing her creativity and ability to revitalize an organization, specifically during an extensive rebranding project. Her critical thinking on how projects impact or represent an organization's mission and vision is an admirable strength and maintains an organization's strategic plan as a focal point. I have had the opportunity to learn from Heidi's leadership and grow professionally with her guidance and support. For example, Heidi gave me the opportunity to participate in vetting and interviewing candidates for an open position and being part of a research project to launch a critical new student initiative. I am thankful for the many ways Heidi has influenced my life.”

  • Adela E. Jiménez, CPA, CGMA, Ph.D. , Former CFO & COO, Arizona Society of CPAs

    “Heidi’s drive and love for learning are contagious. I remember looking forward to our monthly innovation sessions, where we would tackle the challenges of the day and envision the successes of the future. She has demonstrated excellent intellect and creativity in organizing and managing projects in support of stated results. Her genuine curiosity and interest in those with whom she interacts lead to them feeling heard and appreciated.”

  • Hayden B. Williams, CPA, CFO, Washington Society of CPAs

    “I have had the wonderful opportunity to work with Heidi Frei for approximately six years in the early 2000s and since then have stayed in touch with her regularly. I have been in awe of Heidi over her work ethic and quiet self-determination. She has led rebranding and technology projects that have helped the Arizona Society of CPAs to become a leader among other state CPA Societies. She is very creative, innovative and has the business and financial savvy to understand that these types of projects need to come in on budget and on time. That is a quality few “creative types” have and that sets her apart and makes Heidi very easy to work with. I would highly recommend Heidi for any next venture that she chooses to take on. Heidi is a high-quality person both professionally and personally and I consider myself lucky to have worked with her.”

  • Patty Rife, Former Senior Communications Manager, Arizona Society of CPAs

    “I've had the privilege of working with Heidi for many years. She is an analytical leader who gets the big picture, while using her creativity and intellect when looking for ways to improve processes, programs and productivity. She has the determination and work ethic to get any job done. I specifically worked on her team to change the ASCPA logo and branding. It was a great success and the process was fun and rewarding. Heidi would be an asset to leading any team, and she is a truly caring and integrous individual on top of it all!”

Activities & Awards

Certified Association Executive Credential

Phoenix Business Journal Forty Under 40

Valley Leadership, Class 27

Advanced Toastmaster Credential

Earned Accredited Business Communicator Credential from International Association of Business Communicators

American Marketing Association, Member

American Society of Association Executives, Member

New Pathways for Youth, Mentor