What a decade in TA taught her
Frida has operated in environments where change is the only constant. Hyper-growth companies with massive TA teams, hiring thousands every year.
What she took from those roles: the mindset of making things scale while staying agile. Always ready to pivot. A deep belief in scientific, data-informed recruitment methods. And a front-row seat to the impact Talent Acquisition has on a company's success.
"Hiring needs to be seen as a business-critical activity," she says. "I've seen firsthand what happens when it is, and what happens when it isn't."
The gap between theory and practice
Her previous employers were genuinely people-oriented organisations. Role models in acquiring talent. The TA teams were highly skilled in how to do it in theory.
But not always having the tools to turn that into practice.
That's what pulled Frida toward Alva. She realised she thrives when she can empower recruiters to be the best version of themselves, with a system that maximises their impact and helps them become a true business partner.
"At Alva, I get to boost the TA community every single day. That's a privilege."
What her customers notice
The most rewarding part of the job? When customers say they feel confident having her as their CSM. Not because she knows the product inside out (she does), but because she knows their reality.
"I've been in their shoes. When I onboard a new customer, I can quickly grasp their day-to-day because I've lived it. That changes the conversation."
The features she wished she'd had
Ask Frida what she missed most in her previous roles, and the answer comes fast: validated methods, packaged in a way that's actually usable.
"Alva strikes the sweet spot. High-value data points in an accessible format. Candidate experience, recruiter efficiency, and hiring manager confidence, all in one system."
And then there's Role Fit. A single composite score that combines all assessment data into one actionable number.
"That's something I truly missed. Finally a scientific and easy way to make data-informed hiring decisions."
A typical week
"If I had to describe my day-to-day in one word, it would be social."
Frida spends most of her time meeting Heads of TA around the world. Understanding their hiring strategy. Translating their needs into something practical that Alva can support. Then facilitating trainings, workshops, and onboarding sessions to upskill their teams.
"A big part of my role is building relationships and earning trust. Face-to-face time whenever possible. Events, lunches, real conversations. That's how it works."
Between meetings: preparation, follow-up, and close collaboration with her Customer Success team. Exchanging experiences, sharing best practices, solving problems together.
One thing people should know
"If you want to help create a fair and efficient job market, take the leap and apply, even if you don't tick every box. At Alva, we practice what we preach and hire for potential. Things move fast, and potential often matters more than readiness."