Friedrich is a Senior Associate for Commercial Excellence at Forward.

Before joining Forward, he was a National Key Account Manager at Red Bull Germany, where he managed key accounts across retail, wholesale, and discount channels, and led the company’s national eCommerce expansion. He previously held functions in financial planning, marketing, and consumer research at ALOHA, Coca-Cola, Eckes Granini, and Siemens, where he contributed to commercial performance, market analysis, and the development of operational strategy.

Friedrich graduated with honors from a trilingual BBA program in Spain and earned an MPA from Columbia University, where he received a merit-based STEM scholarship. At Columbia Business School, he co-led a research and consulting team focused on food system innovation and previously conducted research for Starbucks, PepsiCo, and McDonald’s through the NextGen Consortium.

Outside of work, Friedrich is a former Freeride World Tour Qualifier ski athlete and a passionate marathon runner.