Williams had been working with Revolt in a part-time advisory role as a fractional CSO. Prior to Revolt, she spent more than seven-and-a-half years as CEO of sustainability and impact strategy and creative consultancy Futerra North America.

She also spent more than 13 years at Ogilvy & Mather, founding its sustainability and impact practice, OgilvyEarth, and working directly with clients such as Coca-Cola, SC Johnson and Unilever.

Williams is the author of “Green Giants: How Smart Companies Turn Sustainability Into Billion-Dollar Businesses.”

Global sustainability firm Anthesis acquired Revolt in January 2024.

“The world has changed, and purpose needs to change with it,” Williams said in a statement. “There has never been a better time for brands with a clearly defined purpose, because they will stand in contrast to those that fluctuate like a pendulum depending on the moment. In this moment, there is huge potential in new issues, new framing, new messengers, and new narratives to connect in ways that resonate with where American culture is now.”

Williams is the first major executive hire by Kirsten Flanik, who was named CEO of Revolt North America last July. Flanik was previously president at BBDO New York.

Williams will report to Flanik, who said in a statement, “Throughout her career, Freya has been a passionate leader, driven by a personal mission to demonstrate that positive impact is a business imperative for brand growth. Both entrepreneurial and corporate, she knows how to convert brand purpose into brand performance—a business acumen that has made her a trusted advisor to many Fortune 500 leaders.”