Crowthorne, England, United Kingdom
Commercial and strategic leader with experience driving performance across SMEs, mid‑sized businesses, and global €3bn+ organisations. Consistently delivering growth, transformation, and scalable operating models tailored to each stage of business maturity. Currently leading global strategy and transformation for finance at Flora Food Group, I operate at the intersection of commercial strategy, insights, technology and global markets. Partnering with the Board and regional executives to unlock growth and drive enterprise‑wide performance. I bring a consumer‑first mindset, a hands‑on operational approach to understanding the business, and a leadership style centered on clarity, empowerment, and curiosity. Recognised for building high‑performing, inclusive, cross‑functional teams, I thrive in environments undergoing transformation. My experience spans multiple business sizes, ownership models, and maturity.
Reporting to the Global CFO, key responsibilities; • Spearhead the global finance & IT PMO office, driving transformation and strategic initiatives across all finance pillars. • Act as a Chief of Staff to the CFO, facilitating communication and alignment between finance teams and leadership • Collaborate with cross-functional teams to implement finance strategies that enhance operational efficiency.
Promoted to Global Finance Director - Marketing, RGM & Strategic Initiatives reporting to the deputy CFO Key Responsibilities •Partner with the executive committee on long-range planning (IVCP), key growth cells and shape to the external investors (+3bn Business) •Partner with the Chief Marketing Officer as a strategic CFO, leading the transformation programme from a financial perspective. •Reinvigorate and lead the change on how we look at Advertising and Promotional ROI. •Directing the global revenue growth function & roadmap, 3 reports (Global FD RGM and 2* senior managers) •Technology & Systems – Partner with the data & analytics team on data strategy, AI opportunities and roadmap of improvements across our organisation. •Build out the marketing finance function with a strong focus on the innovation roadmap of the organisation alongside R&D. (Team of 3 reports) •Functional lead within Global S&OP IBP transformation project, implementing the gold standard to FFG group. Total team of 7 consisting of 3 senior leaders and 4 indirect reports. I continued UKI CFO responsibilities until March 2025.
Chief financial officer and board member for Northern Europe. Full financial and commercial accountability for the Northern Europe business unit consisting of UK&I, Nordics and Baltic’s (0.6Bn NS). Reporting to the European CFO. We are the #1 producer of plant-based spreads globally, with iconic brands FLORA, ELMLEA, BERTOLLI, BECEL, BLUE BAND, PROACTIV, BECEL, and COUNTRY CROCK. We are also the proud owner of leading vegan cheese brand, VIOLIFE. Superior taste and quality are the standards we set for all our products. Flora Food Group is PE owned by KKR equity house
Full financial, commercial & IT accountability for the UK&I organization, bringing a highly strategic and operational approach to the finance function as primary objective whilst also bringing a strong business partnering ethos. In addition, appointed RGM lead UKI in 2019. Bring the total picture together, to drive overall business growth and profitability. Strategic • Define, develop, and lead multiple strategies across the key areas of remit - Finance, FP&A, Revenue Growth Management, IT (Data & Analytics), Accounting and legal. • Plan and lead on all financial planning and analysis processes, annual plans, latest estimates, and scenario projections. • Drive Revenue Growth roadmap as RGM lead for the UK, embedding pay for performance culture into on-going business model. Commercial Analytics & Revenue Growth • Translate the strategic plan into the annual operating plan through ensuring robust, detailed, bottom up planning • Manage commercial performance in the year through regular review cycles of customer performance and promo planning • Ownership of pricing strategy guidelines by channel, brand & product • Influence and challenge sales negotiations as key business partner to drive pay for performance culture and compliance Compliance & Balance Sheet • Responsible for all legal and finance admin activities – Payroll, GDPR, T&C's and Contracts • Ensure that company financial system (SAP) is robust, compliant and fit for future. • Responsible for financial due diligence on any potential acquisitions or mergers • Manage and report on FX risk & hedging requirements to group treasury Reporting Lines • Reports into the MD and has a functional reporting line to the FD BU NWCE • Key member of BU RGM Virtual team and dotted reporting line into BU BI Director NWCE • Member of the PVM UK Leadership team and a pro-active role within EMEA Business Unit • Lead and develop a high performing commercially aware team.
• Lead the UK business partnering support function (Commercial, Operations, Transformation, IT, BI, HR, Management accounts (AP/AR) 5 direct reports • Oversee and manage the continued development of Budgeting, Financial Forecasting, Operating Plan and Modelling tools • Analyse complex financial information and reports to provide accurate and timely financial recommendations to executive board for investment and operating decision-making purposes • Develop financial models and analysis to support strategic initiatives • Prepare presentations to Board and Senior Management • Working capital discussions with Group FP&A team, to ensure cash targets are managed effectively. • Financial gatekeeper for transformation projects (Strategic Initiatives) -Working closely with the transformation team to provide accurate analysis on new proposals, acting as a gatekeeper for new strategic Initiatives. • *Post potential redundancy announcement was approach for the role at PVM UK.
Commercial Financial Controller for UK stock and Margin Erosion (FTSE 100) To support the Director of Commercial Finance, Channel finance, trading and supply chain team with the provision of financial analysis on stock & margin erosion. - Gate-keeper for UK Financial sign off process on stock whilst providing challenge on forecasting assumptions on £1.2bn of stock PA. - Ownership of key P&L lines – Forecasting/reporting on a monthly basis to senior management on variances and risks/opportunities. - Work with the business to gain an in depth understanding of Margin Erosion (£30m PA) and ensure this is minimised - Weekly Cash flow forecasting of cash receipts versus supplier payments - Business partner between operational/finance staff to ensure we are aligned on processes within the business. - Analysis of profit, cash and stock implications of propositions - Ownership of logistics and distribution P&L - Implementation and management of stock control to minimize holdings and maximize profitability. - Accountable for reporting Synergy benefits to Dixons Carphone group for logistics. - Financial Appraisal of business deals / ideas to improve function areas. - Annual / Quarterly / Monthly forecasting - detailing key variances and challenging business units to improve processes.
Avis Budget Group Sales Forecasting Analyst (EMEA) My role was focused on forecasting and managing the key metrics of the business for the UK & Germany market responsible for reporting & presenting on £450m of revenue. This role was highly geared towards business partnering the markets to extract the information required to perform an accurate forecast of revenues. Reportable to the Group CFO, Commercial Director and Head of forecasting highlighting the key areas of risks and opportunity for the following months and projected 12month view.This project was set up to deliver benefits to the company at a high level in the following areas: • Fleet utilisation which means the economic cost of holding the vehicle is reduced and improves our usage of the fleet available to the company for no extra cost • Reduce our constraints if we can position our fleet more effectively at a country level • Become a source of truth for the business to reduce reiterations of information and re design of reports. Key Responsibilities of my role included • Challenge country finance/ leadership teams on assumptions made to improve accuracy of the forecasting. • Provide insight and analysis on the UK & Germany to Group directors and senior management – clearly annotating the areas of discussion • Business partnering the non-financial/financial communities to provide updates and obtain information for the project development. • Assisting in the change management process to stream line core activities and re map the tasks undertaken for people and processes. • Developing forecasting tool continuously as we streamline the process and improve the process as part of a lean process review each month. • Ability to manage differing stakeholders in the ABG hierarchy by country in a professional and timely manner. Special importance on handling there expectations through the progress of the project • Working to tight deadlines and prioritising tasks by importance to the project.
Worked within the UK Country FP&A team for three years focused on providing support and analysis to key stakeholders in the business. The role was very diverse in its nature which included: - Aligning the operational P&L to reflect the true cost of servicing our business - Comparative analysis of the existing sales Incentive system to a new proposed scheme through the use of scenarios - Assisting IT to implement the approved scheme and providing insightful system knowledge to aid functionality and transition during the project. -Business partnering across different functions of the business to drive lean processes and challenge financial assumptions. Key parts of the role involved: -Annual/quarterly forecasting to assist the strategic goals of the business -Daily/monthly reports to aid cost control and provide analysis on operational KPI's and cost variances to management. - Capex expenditure review by challenging costs/ assisting with budgetary control.