Gela Fridman

Managing Director - Technology, Huge

New York City

Gela came to the US in the early 1990s intent on studying at New York’s Fashion Institute of Technology (to the chagrin of her physicist mother and mathematics professor father). Yet, owing to either genetics or general predisposition, she discovered a natural affinity for programming during her final year, and transferred to New York University, where she earned a degree in computer science, which later led to jobs at LBi and Ogilvy & Mather. She joined Huge's Brooklyn headquarters in 2012 as VP, Technology.

Though much of Gela's work happens behind the scenes, creating platforms that host experiences for notable companies like Procter & Gamble, Morgan Stanley and Google, she has been a driving force behind Huge’s transformation from a design-centric shop to a true interdisciplinary practice in which technology is viewed as an equal partner to design. In doing so, she has turned Huge into a place that competes with the likes of Google, Facebook and Silicon Valley startups for staff.

Gela is leading HUGE’s technology R&D and innovation efforts focused on integrating new technologies critical for our clients future success.