PR and activation agency, Hustle & Bustle, has announced the appointment of Freya Munro as General Manager. This follows Co-founder and Managing Director, Gemma Ross' decision to step away from the business at the end of October, after 12 years at the helm.
Freya has been at Hustle & Bustle for eight years, first establishing and leading its office in Singapore before returning to New Zealand, where she played a senior role across clients, operational leadership, and team development. The agency stated that her promotion marks a new chapter for the business, as it continues to grow as part of the Waitapu Group, following its acquisition in 2024.
In her new role, Freya will oversee the agency's day-to-day operations while steering its future direction, with a focus on deepening integration across PR, brand activation, and the broader Waitapu Group’s capabilities.
Gemma said that there was no one better placed to lead Hustle & Bustle than Freya: "She has been instrumental in shaping the business into what it is today, and there’s no one I trust more to carry it forward. Freya brings a deep understanding of our clients and industry, a strategic mind, and a calm, values-led approach to leadership.
"Over the past six months, she's steadily taken on more responsibility and influence across the agency and wider group - this appointment simply reflects the leader she has already become."
Gemma will be working alongside Freya over the coming months to ensure a seamless transition.
Freya has been at Hustle & Bustle for eight years, first establishing and leading its office in Singapore before returning to New Zealand, where she played a senior role across clients, operational leadership, and team development. The agency stated that her promotion marks a new chapter for the business, as it continues to grow as part of the Waitapu Group, following its acquisition in 2024.
In her new role, Freya will oversee the agency's day-to-day operations while steering its future direction, with a focus on deepening integration across PR, brand activation, and the broader Waitapu Group’s capabilities.
Gemma said that there was no one better placed to lead Hustle & Bustle than Freya: "She has been instrumental in shaping the business into what it is today, and there’s no one I trust more to carry it forward. Freya brings a deep understanding of our clients and industry, a strategic mind, and a calm, values-led approach to leadership.
"Over the past six months, she's steadily taken on more responsibility and influence across the agency and wider group - this appointment simply reflects the leader she has already become."
Gemma will be working alongside Freya over the coming months to ensure a seamless transition.
