When I moved to the US in 2009, working in the Sports Betting industry, it was meant to be for 6 months. I never imagined I’d be here 17 years later, married with two kids, helping CPG founders..…

After qualifying as a CPA with Ernst & Young in the UK, I moved into the sports betting world, drawn by a love of sports and a fascination for the psychology of gamblers.

I’ve always loved the challenge of prediction, whether it’s understanding customers behavior or mapping out the next 5 years of a company’s growth.

Strategic finance lets me do exactly that.

I found my way to CPG in 2018 when I was asked to help build out the plan for a new soda company, Olipop. I loved working with entrepreneurs and that project led to many others, and I haven’t looked back since.

So these days, I help founders prepare for growth.

If you’re a founder with a background in Finance, you probably don’t need me. But if finance feels like the most stressful part of your business, I can help bring calm and clarity. I focus on simplifying complexity, standardizing system and coaching founders on the numbers. My style is low-stress, collaborative, and I aim to architect your operations to enable your team thrive.

While I’ve worked across various industries, I’ve found I’m mostly drawn to beverage companies, especially those navigating the unique challenges of growth across the US and UK.

Outside of work, I’m a dad to two young kids who keep me active and humble. I’m a passionate football (soccer) fan and a long-suffering Everton shareholder which has taught me a thing or two about resilience.