Catalyst CFO

From book-keeping to strategic driver

In the modern data-rich business world, if you are not driving strategic direction from a deep understanding of customer cohort behaviours you cannot compete.
 

At Serious Brands (B2C) Finance there was no data steward, nobody driving automation through technology, no democratising of the data throughout the organisation, so the company’s data asset was largely untapped.

The finance function was seen as the reporting and legislation 'bookkeeping department. I led a mindset transformation of the business to put in place a single customer view, and data driven strategic support system, working closely with IT and embedding early AI solutions. We focussed on understanding the key leading growth drivers, ensured alignment of focus across the business, and added serious value to the customer experience. We deployed technology to offer live data transparency that empowered the C suite to be agile, proactive, and faster thinking. 

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The result was a 40% uplift in the return on marketing spend which has powered the business to grow faster without the need for external funding.