Lena Friedman is Chief Growth Officer of HBMJ Consulting, an F2 Strategy Company. She has led the firm’s sales, strategy, and partnership efforts since 2010. Prior to joining HBMJ, Lena held front office roles in investment banking and sales and trading. With this varied and extensive experience across the alternative asset management space and deep understanding of the financial lifecycle, she is uniquely able to translate and transform HBMJ’s clients’ pain points to actionable and pragmatic solutions. Lena is based in New York. She is a certified sommelier and enjoys wine tastings in her spare time.

What are three words that describe how you do your job? 

Thoughtful. Collaborative. Dedicated. 

What are you most passionate about in your role? 

I’m most passionate about meeting people—listening to their stories, understanding what’s really driving their challenges, and connecting them with the right support at the right time. Growth, for me, starts with relationships. When people feel seen and understood, trust forms naturally, and meaningful progress follows. 

What has changed the most since you started in the industry? 

The speed and complexity of scale. Firms are expected to operate with institutional rigor much earlier, and while technology has expanded rapidly, clarity hasn’t. The real differentiator now is guidance—not just tools.