Fedna joined the firm in 1989 as an associate under the Assurance practice. She landed a short-term assignment in PwC Singapore in 1995 where she acquired her expertise on the telecommunications industry. She further honed her expertise during her secondment with PwC US in 2003 for two years where she audited some of the most complex and largest PwC US engagements and US SEC listed entities under the rules of the Public Company Accounting Oversight Board. Fedna displayed exceptional leadership skills which gave her a chance to lead the office in Cebu, and ultimately, to be admitted to Partnership in 2007. After one year as a Partner in the Technology, Information, Communications and Entertainment sector, she became partner-in-charge of the firm’s Tax-Client Accounting and Global Compliance Services in 2008.
An achiever since she was a child, Fedna graduated salutatorian in high school and finished her Accounting degree in Ateneo de Davao University, Cum Laude. She credits her discipline from her mother who was a teacher and her father a practicing lawyer.
Fedna and husband Charles, with two kids Charina Faye (12) and Cyrus Floyd (11) during their recent trips in Ilocos and the US.
Balancing work and life
Despite her busy schedule, Fedna strives to create a balance between work and family life. She dedicates her weekends to her family. They love to go out to bond and attend church services. Fedna is a full-time mom during weekends and the day is spent on household activities and attending to her kids' academics. Her family loves to travel to different places during summer breaks. With all her achievements, she leads a simple life. Fedna encourages her family to do charity work instead of throwing extravagant birthday parties. They do this every year to share their blessings from God.
Conquering the future
Fedna envisions to further expand PwC’s presence in the Philippines especially for the Tax-Client Accounting Services practice. Outsourcing in the Philippines is becoming popular as the companies believe that this model provides cost effective strategy in maintaining a business. Hence, growing the practice is Fedna's priority. When she joined the group, the number of people and revenues doubled under her leadership.
Fedna believes that PwC is distinct in the quality work delivered and how the staff and client relationships are fostered. She continues to fully support the initiatives of the firm and offer her best for the growth of Isla Lipana & Co.