Hustle & Bustle appoints Freya Munro as general manager 

PR and activation agency Hustle & Bustle has appointed Freya Munro as general manager.

The announcement coincides with the planned departure of co-founder and managing director Gemma Ross, who will step away from the business at the end of October after 12 years at the helm. 

Munro has been with Hustle & Bustle for eight years, first establishing and leading the agency’s Singapore office before returning to New Zealand, where she has played a pivotal senior role across clients, operational leadership and team development.

Her promotion marks a new chapter as the agency continues to grow as part of the Waitapu Group, following its acquisition in 2024. 

A well-qualified leader

As part of the Waitapu Group, Hustle & Bustle is now supported by a collective of creative, production, digital, content and social media specialists – enabling the delivery of end-to-end integrated campaigns.

“There is no one better placed to lead Hustle & Bustle than Freya,” says Ross.

“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,” Ross adds.

Carry on the legacy

In her new role as general manager, Munro will oversee the agency’s day-to-day operations while steering its future direction – with a focus on deepening integration across PR and brand activation and the broader Waitapu Group’s capabilities. 

“From day one of the acquisition, Freya has impressed us with her ability to bring smart, energetic, connected thinking to client challenges,” says Greg Partington, Waitapu Group’s company owner.

“This appointment demonstrates our belief in her leadership and the important role Hustle & Bustle plays in our collective – delivering sharp, integrated work that drives results.”

Munro says: “Gemma has built something incredibly special in Hustle & Bustle – a business grounded in creativity, integrity and a relentless commitment to client success.

“I’m honoured to take the reins and lead this next phase with such a talented and passionate team.” 

Ross will work alongside Munro over the coming months to ensure a seamless transition. 

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