Charlotte, North Carolina, United States, March 2025 – Bobbi Frieda has been elevated to the role of Senior Director – People at Asana Partners, where she will continue to lead the firm’s people strategy, talent development, and organizational culture across its growing footprint in the United States.
Bobbi has been a part of Asana Partners for over four years, previously serving as Director – People. During her tenure, she played a pivotal role in shaping the company’s HR practices, supporting talent initiatives across multiple locations, and reinforcing a collaborative, performance-driven culture.
Prior to joining Asana Partners, she worked at Bank of America as a Manager Excellence Consultant, where she provided strategic guidance to enhance leadership capabilities and improve managerial effectiveness within the organization.
Earlier in her career, Bobbi spent over four years at H-E-B as an HR Manager in Austin, Texas. In this role, she partnered closely with business leaders on change management, employee relations, and talent development, and led multiple cross-functional HR initiatives to drive business alignment and partner engagement.
Bobbi holds a Bachelor’s Degree in Leadership Development and Human Resources from Texas A&M University.
About Asana Partners
Asana Partners is a leading retail real estate investment firm focused on creating value in dynamic, urban neighborhoods across the United States. With more than $7 billion in assets under management, the firm leverages deep retail expertise and vertically integrated capabilities to support long-term growth. Headquartered in Charlotte, North Carolina, Asana Partners maintains offices in key markets including Atlanta, Boston, Columbia, Denver, Los Angeles, and New York.
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