CFO THOUGHT LEADER

The moment that stayed with him began at a marketplace where sales dashboards showed 40% gross margin—yet finance closed the books at 20%, Boon tells us. The gap, he discovered, lived in the shadows: rebates, discounts, and “free” services that never touched operational metrics. He manually traced economics to the client level and found margins many considered healthy were thin—or nonexistent. One customer representing roughly 30% of revenue delivered 0% gross margin, Boon tells us.

That scene explains his broader path. He started in London investment banking “working on deals 24/7,” then spent five years at McKinsey across Europe on corporate finance and strategy. At Zalando he founded Strategic Finance to ready the company for IPO—tightening the P&L and working capital. Hypergrowth taught him that unchecked hiring breeds overlap and data drift, so ownership and reporting must evolve with scale, Boon tells us.

He gravitates to complexity. At his current company—public since 2021 and combined with a U.S. competitor bought for “about a billion USD”—systems sprawl and legacy platforms made accuracy difficult while two-thirds of revenue came from the U.S., across 130 countries with people in 14, Boon tells us. He cut legal entities from 28 to 14, moved to one ERP, and shortened the monthly close from “15 days” to “five or six days,” Boon tells us. Two efficiency programs, a 120 million refinancing, and a rights issue 60% oversubscribed rebuilt credibility.

Back at the marketplace, he installed a pricing director reporting to finance, killed blanket rebates, and tied commissions to net revenue. Within 12 months, margin rose from 20% to 40%, Boon tells us—proof that disciplined economics, not dashboards, drive durable turnarounds.

In this special episode of CFO Thought Leader—the first of three produced in collaboration with The Suite, Shaun Sethna (General Counsel and GM for the L Suite) maps where CFOs and GCs misjudge contract risk and how to collaborate effectively. He spotlights “locked-in” deals that still enable termination via vague clauses or missing notice-and-cure. Start with strategy alignment, then cross-train—mini finance for lawyers, mini legal for CFOs—and empower teams to escalate wisely. He urges adopting AI to summarize agreements, surface obligations, and route risks. Looking ahead, he flags AI agents as SaaS “users,” which could upend seat-based pricing. He closes with an M&A example where mutual fluency let GC and CFO catch material misses.

• Align strategy first; contracts follow business intent.

• Cross-train teams to spot each other’s risks.

• Adopt AI to illuminate obligations and exposure.

When Procter & Gamble asked Atsushi Kitamura to move from finance analysis into running a manufacturing plant, he didn’t hesitate. “They always give me next challenge to stretch me,” he tells us. Managing one of P&G’s large diaper plants in Japan forced him to apply finance in real-time operations—a proving ground that shaped his comfort with change and appetite for transformation.

That readiness carried him from consumer goods to logistics, restaurants, and electronics before arriving at Astellas Pharma, where the stakes are now measured in science and strategy. When he joined in 2023, Astellas had just completed a $6 billion acquisition that shifted it from a net-cash to a net-debt position. Hired to “put financial disciplines and make the balance sheet stronger,” Kitamura tells us he views the moment as a “transformative timing” for the company. Loss of exclusivity on a prostate-cancer drug representing “more than 40 percent of our revenues” demands reinvention.

His three-part playbook focuses on growing core brands, investing in science creation, and executing what he calls “sustainable margin transformations.” The approach has begun to pay off—“top line 19 percent, profit 40 percent,” he tells us—signaling a finance organization in renewal.

Now he’s turning to technology to sustain that momentum. Describing the shift from RPA to “agentic AI,” Kitamura explains, “I just ask agent AI to do that booking.” He calls it a tipping point that will “change significantly the way how we work.”

Still, he adds, leadership begins with listening. “Don’t pretend I know everything,” he tells us. For Kitamura, finance transformation starts not with machines or metrics—but with humility.

On a quiet afternoon in Punta Cana, Michael Levine sat alone on a stretch of white sand. The turquoise water and silence offered the perfect scene for rest—until he realized what was missing. “I didn’t have my phone and I didn’t have my laptop,” he tells us. “That’s what makes me happy… I love doing work from the beach.” It was there, after stepping down as Payoneer’s CFO, that Levine accepted a truth about himself: he wasn’t ready to retire.

Levine had spent 11 and a half years helping Payoneer scale from about 100 employees to 3,000 and from $150 million to more than $80 billion in annual volume. He guided the company from private to public in June 2021 and from unregulated to regulated operations. When he left in 2023, he planned a pause but instead found himself drawn to a new frontier.

Calls from crypto companies arrived during what he calls the “crypto winter.” Although he had once avoided digital assets entirely, he became fascinated by “decentralized finance,” “smart contracts,” and the tokenization of real-world assets. A meeting arranged by Spencer Stuart with the CEO of Fireblocks solidified his next move. “When you don’t know which horse to pick in a race,” Levine tells us, “buy the racetrack.”

Fireblocks, he explains, is the infrastructure that secures digital assets for enterprises through self-custody and cyber-grade protection. For Levine, it was a chance to apply a career’s worth of scaling and governance experience to a technology poised to define the next decade of finance.

She starts with tape from the field, not the spreadsheet. Listening to enterprise sales calls, Amy Foo heard customers whose usage rose and fell with seasons. Fixed per-seat pricing “wasn’t quite hitting the mark,” she tells us, so she piloted a pooled-seat model that flexed monthly within an annual commitment—turning smaller clips into “one to five million” deals and lifting revenue “six to seven times per customer,” she tells us.

That instinct—to meet the customer where they are—threads through her journey. Early at Zendesk, she was “employee number one in the region,” handling FP&A, accounting, taxes, and team-building as the business scaled, she tells us. Trust won her a dual path: SVP of Global Finance Operations (deal desk, billings, shared services) and APAC managing director, aligning teams across seven countries, she tells us. Mentors’ unvarnished feedback helped her shed imposter syndrome and lead without geographic ceilings.

Today at Ignition, she reduces complexity to a few levers—ARR, payments volume, cash flow—and aligns accordingly, she tells us. She monitors top-of-funnel quality and pipeline coverage daily to steer marketing spend and sales motions, she tells us. On pricing, she watches what customers pay and repackages value by segment, she tells us. She leads with customer insight, she tells us.

As for AI, she calls it “not a magic pill,” advocating first for AI built into existing vendors, then new tools where capabilities are missing, she tells us. Finance, after all, is “about narrative and conviction”—numbers that move people to act, she tells us.

When Joe Custer describes Intrado’s purpose, he begins with a story that traces back almost half a century. The company, he tells us, was born inside the Boulder County Sheriff’s Department when someone asked whether there might be a better way to connect a caller in distress with a first responder. “Turns out they were on to something,” he adds. Today that idea has scaled into a mission-critical network touching roughly 90 percent of all 911 requests for assistance.

Custer explains that Intrado “has to operate like a utility … we cannot fail.” Reliability is not a metric to be met but a promise to the public, one he refers to as “public safety grade.” Behind that standard lies a web of acquisitions—eight to ten over time—that were never fully integrated. That challenge, he says, became opportunity when Stonepeak Infrastructure Partners carved Intrado out of West Corporation and began investing to harden its network and modernize its operations.

As both CFO and SVP of Operations, Custer leads a transformation aimed at restoring Intrado’s position as the thought leader in emergency communications. The work goes beyond financial engineering; it’s about aligning systems, culture, and purpose around a single mission: saving lives. “We want to be the most trusted authority in public safety,” Custer tells us, describing a workforce “deeply committed to the cause.” In his view, reliability, investment, and mission are inseparable—the essential framework for Intrado’s next 50 years.

On his first day in investment banking, Clayton Kossl was “thrown right into the cauldron.” With few senior professionals in the small aerospace and defense group, junior bankers like him were expected to face company owners directly. “You had to understand the businesses inside and out,” he tells us. The experience forced him to blend analytical depth with the interpersonal agility needed to earn trust in every room.

That mix of skills—numbers and nuance—became a through line in Kossl’s career. At ZocDoc, he joined a Strategic Finance team that partnered closely with the CEO and CFO, taking ownership of decisions that rippled across the fast-growing health-tech firm. The role taught him that financial modeling and relationship-building could coexist—and that influence often came from understanding how leaders think, not just how spreadsheets add up.

Later, when Kossl joined Paintzen as one of roughly a dozen employees, those lessons proved vital. He rebuilt systems from scratch, partnered daily with the CEO and COO, and touched nearly every function of the business. “Someone had to do it,” he recalls. His ability to translate operational chaos into financial clarity helped guide Paintzen through its expansion and eventual sale to PPG Industries.

Across these chapters, Kossl’s story reveals a consistent pattern: using strategy to tell better stories. Whether advising founders or steering finance in ad-tech today, he views storytelling not as spin, but as structure—the way finance can make complexity understandable and transformation achievable.

“InvoiceCloud is not just payments,” Chris Sands tells us. Sitting inside the company’s finance organization, he sees a platform built to change habits—helping businesses shift customers from paper invoices and mailed checks to fully digital transactions. The success metric, he adds, is simple: “Do more of their customers stop receiving paper invoices, stop mailing in checks, and do both of those things digitally?”

That clear yardstick reflects how Sands thinks about growth. He describes a foundation rooted in existing customers even as the broader economy accelerates toward digital payment adoption. Utilities and insurers remain core markets, yet new verticals, such as consumer finance, beckon. Each expansion, he notes, must rest on data that confirms user behavior is truly changing.

Inside finance, Sands has built what he calls a Strategic Finance function to mirror that discipline. The group handles special projects and, increasingly, AI initiatives—efforts he says once fell entirely within FP&A. Now they stand on their own “leg of the stool,” amplifying how finance supports innovation.

That mindset extends beyond the department. Sands helped stand up an AI Ops team—an internal SWAT group that guides employees exploring AI tools. Instead of experimenting in isolation, staff can bring use cases to the team for help. For Sands, finance’s role is to stay analytical amid the excitement: “We can add more value … by helping the rest of the org with [AI] and using our finance skill set to understand where the best opportunities to create business value exist.”

In this episode of Planning Aces, host Jack Sweeney and resident thought leader Brett Knowles explore how finance leaders are approaching AI’s early returns—balancing efficiency, experimentation, and human judgment. CFO Craig Foster of Pax8 discusses how AI enablement is driving measurable productivity gains. CFO David Obstler of Datadog reflects on finding ROI amid rapid innovation and market demand. And CFO Ben Gammell of Brex shares why forecasting still requires human intuition despite data-driven progress. Together, their insights reveal a spectrum of FP&A strategies defining the modern CFO’s mindset toward AI adoption and business transformation.

Brett Knowles observes that finance leaders are positioning themselves along a broad continuum—from bold experimentation to cautious skepticism—when it comes to AI in planning. He notes a shift in tone: CFOs are now openly discussing productivity gains and cost efficiency rather than avoiding them. Knowles cautions against overreliance on ROI metrics, emphasizing instead disciplined cost management, pragmatic experimentation, and the evolving role of finance in navigating technology-driven transformation.

When Kimberlee Duval arrived at Cymbiotika, the wellness company was preparing a leap few bootstrapped brands attempt—moving from direct-to-consumer to retail shelves. “Our two owners, Charlene and Shahab, have done everything direct,” she tells us. “They wanted to build an organization for the long term.” That resolve led the company to take on debt rather than private-equity money to fund its Sprouts launch in 2024. The risk paid off: Sprouts highlighted Cymbiotika’s success in its quarterly earnings release, proof that intentional growth can outperform speed.

Now, with products heading to 1,988 Target stores, Duval’s finance team is focused on scaling without losing clarity. “We restructured the finance function to align with that growth strategy,” she tells us, pointing to centralized operations in NetSuite, expanded FP&A and cost accounting capabilities, and the creation of clear SOPs. Technology, she believes, is the enabler that keeps teams lean and insights sharp.

“There’s no reason to segregate between the groups,” she explains, describing her cross-channel approach to e-commerce and retail finance. AI tools and automated workflows now handle much of the transactional load, freeing her people to focus on analysis and collaboration.

At the heart of her leadership philosophy is unity. “We’re a team … with a common purpose and a common goal,” Duval tells us. That ethos—pairing disciplined systems with shared intent—continues to shape Cymbiotika’s transformation from a digital wellness brand into a multichannel movement for intentional living.