The 2025 Women Leaders in Consulting: Liz Fritz

Liz Fritz co-founded F2 Strategy with her husband, Doug Fritz, in 2016. She served as the firm’s chief marketing officer through 2024 and now leads brand strategy, content and public relations as F2’s chief brand evangelist. With more than 20 years of experience in marketing and financial services, Fritz began her career in 2005 as a communications and marketing lead at Wells Fargo Wealth Management. She later worked as a senior management consultant at Casco and served as director of communications for Ascent Private Capital at U.S. Bank. Her deep expertise in digital marketing, brand development, and strategic communications continues to shape F2’s growth and market positioning. In addition to her strategic and operational contributions, Fritz is a passionate advocate for advancing women in the industry.