She is the Executive Director of GROOTS Kenya, a national movement of grassroots women and girls. GROOTS Kenya's mission is to facilitate grassroots women and girls’ effective engagement and influence in development. She has supported grassroots women from rural and remote areas to ascend to elected and appointed public decision-making spaces. Fridah spends her time mentoring grassroots women to leadership, powering grassroots women feminists' organizing, and amplifying their voices. She is also a passionate promoter of the GROOTS Saving and Cooperative Society, a grassroots women-only financial institution.