What happens when a bold COO questions how conscious consumerism really works?

In this episode, Shonagh Primrose, Chief Operating Officer at Wylde Market, rips apart the rules of growth and reveals how to build a purpose-led platform without bowing to the noisy short-term pressures of venture investors.

We get into:

🌱 Why slow commerce might be the most radical growth strategy yet
⚡ The tough trade-offs every COO faces in the fight between mission and margin
🧩 How to build brand trust in a world wired for instant gratification
💥 The surprising power of friction in a customer experience

If you’re wrestling with how to scale a values-led business or simply want a behind-the-scenes look at the hard choices no one talks about, this conversation is honest, human, and worth every minute.

🎧 Tune in and tell us: Would you choose slower, sustainable growth if it meant protecting your values?

Discover more in this episode:

00:00 - Introduction & background
03:08 - Insights from Shonagh's experience
06:02 - The role of coaching and mentorship
09:04 - Understanding coaching vs mentorship vs therapy
11:47 - Creating safe spaces for difficult conversations
14:59 - The importance of different perspectives
17:55 - Balancing vulnerability and tough decisions in leadership
30:50 - Hiring for diversity fit
37:33 - Navigating different organisational sizes
43:35 - Career strategies for new graduates
50:58 - The importance of networking
55:50 - Career planning and flexibility

What does it really take to lead finance in one of the world’s most fast-paced and complex tech companies without following the traditional path?

In this episode, Katie Brewis, Strategy & Commercial Finance Director at Google, shares her journey from economist to strategy consultant, and now to leading finance across Google’s EMEA marketing organisation.

We get into:

🐬 The leadership mindset that helps navigate both big-picture strategy and day-to-day detail
🧠 How AI is reshaping finance work and why core skills still matter
📊 What effective collaboration between finance and marketing actually looks like
♻️ How Katie brought her interest in sustainability into her day job

Whether you are stepping into leadership, thinking about your next move, or simply curious about how finance operates at scale, this episode is full of practical insight and straight-talking advice.

🎧 Listen now and tell us: What part of the CFO skillset do you think is changing fastest?

Chapters:
00:00 - Introduction
03:04 - Navigating the Fast-Paced World of Google
06:04 - The Importance of Sustainability in Business
08:57 - Understanding the Role of a CFO in 2025
12:09 - Leadership Lessons and Collaborative Styles
14:58 - The Impact of AI on Finance and Marketing
24:36 - Navigating Skills in an AI-Driven World
27:26 - AI's Role in Sustainability and Climate Change
28:14 - The Future of Energy Solutions
30:04 - Challenges of Remote Team Management
35:40 - Leadership Lessons from Mentors
40:24 - The Intersection of Marketing and Finance
45:31 - Advice for Aspiring CFOs

Vineta Bajaj didn’t follow a traditional path to the top – and she’s not shy about saying so.

Now Group CFO at Rohlik Group, Vineta shares the unfiltered story behind her rise, from teaching piano and side-trading during uni, to leading billion-euro businesses and rewriting what it means to lead in finance.

This episode is packed with bold moves, real career talk, and the kind of lessons you don’t get in textbooks.

We cover:
🎹 How Vineta turned “random” side skills into career-defining moments
📣 What happens when you challenge your FD and go straight to the CFO
🤖 Why AI is changing the size and shape of finance teams
🍕💻🚋 And how obsessing over pizzas, laptops and trams is actually leadership

For anyone aiming higher, moving faster, or building something big – this is the conversation you’ve been waiting for.

#CFOJourney #FutureOfFinance #LeadershipMindset #AIandFinance #STOIX

Chapters:

00:00 - Introduction
03:03 - Career Path: From Aspirations to Realities
05:51 - Education and Early Experiences
09:00 - Navigating the Corporate Landscape
15:09 - Strategic Career Moves
18:01 - The Transition to CFO
20:56 - Leadership and Decision Making
23:47 - Reflections on Achievements
38:43 - Exploring Capacity and Personal Growth
41:16 - The Importance of Mentorship and Support
45:06 - Leveraging AI in Finance
56:25 - The Evolving Role of CFOs in a Tech-Driven World
01:00:18 - Navigating Challenges and Building Relationships

What does it really take to lead a private equity-backed business through growth, exit, and transformation while staying true to your leadership style?

In this episode, Stephan Burow, CFO at Lintbells, shares his journey from Unilever to high-growth scaleups like Gousto, and now to leading finance, tech, and people at a purpose-driven pet wellness company.

We dive into:

🧠 The mindset shift required to thrive as a PE-backed CFO

⏱  Why pace, 80/20 thinking, and intentional time management are make-or-break

🤝 How Stephan builds high-performance, people-first cultures

🧩 Secrets to handling exits and investor pressure

🐾 Why purpose matters

Whether you’re an aspiring CFO, in the middle of a scaleup journey, or leading through a private equity transaction, this episode is packed with insights and best of all - refreshing honesty.

🎧 Listen now and tell us: What’s the hardest part of leading in a PE-backed environment?

Chapters

00:00 – Intro & Background

02:00 – From Unilever to Scaleups

06:00 – Why Pace & Impact Matter

10:00 – Gusto, Growth & the 80/20 Rule

14:00 – Transitioning to CFO in PE

20:00 – Managing Investors & Exit Process

26:00 – AI, Finance & the Future

30:00 – Leadership, Mentorship & Culture

38:00 – Broadening the CFO Role

45:00 – Risks, Cybersecurity & What Keeps Him Up

48:30 – Legacy, Purpose & Final Advice

AI is transforming finance—but how do you cut through the noise and turn data into real impact?

In this episode, Rosanne Werner, CEO of XcelerateIQ, shares her journey from Deloitte to driving data-led transformation at Coca-Cola Europacific Partners. She breaks down:

📊 Why finance leaders must master data storytelling
🔄 The AI mindset shift CFOs need to stay ahead
💡 How to bridge the gap between technology and leadership

Her advice? Master the art of storytelling, embrace AI, and never stop learning.

📺 Watch on YouTube: https://youtu.be/GnbJUynQHno

💬 What’s the biggest challenge you see in AI adoption for finance leaders? Drop your thoughts in the comments.

#CFO #AIinFinance #Leadership #FinanceTransformation #STOIX

How does a CFO successfully balance career and motherhood? 🤘 Dominique Highfield of Bloom & Wild shares her insights.

From building strong support systems to embracing self-confidence, she demonstrates that balance is the key to long-term success.

In this episode, Dominique offers an honest perspective on integrating professional and personal responsibilities. She discusses her approach to managing both roles, navigating pivotal career moments, and maintaining a fulfilling work-life balance.

✨ With the support of her husband and a dedicated team, she has learned to prioritise what truly matters—excelling in her career while making meaningful time for her family.

We also explore the impact of mentorship, the role of opportunity, and the importance of self-belief in achieving professional growth.

💡 Her key advice? Focus on doing what you love, find the right fit, and career growth will naturally follow.

A sincere thank you to Dominique for sharing her valuable experiences with us! 🙌

📺 Watch on YouTube: https://youtu.be/QOuP2VObcgs 

#CFOInsights #WorkLifeBalance #WomenInBusiness #STOIX

What a fantastic episode this was! Dan Sherfield, former Head of Finance for Psycle  and current CFO of Grind | Certified B Corp, takes us behind the scenes of his nine-year journey transforming a local café chain into an e-commerce sensation. 

Through many ups and downs, including navigating the pandemic, Dan led Grind’s shift to e-commerce with agility and vision—proving that in today’s world, adaptability isn’t optional. For aspiring CFOs, he stresses the importance of knowing your business inside and out, so you can make smart decisions that drive sustainable growth. 🔄📊

But it's not all about the numbers. Dan also prioritises work-life balance ⚖️, setting boundaries to stay healthy and energised. He models leadership that doesn’t sacrifice personal well-being for professional success. Plus, his commitment to sustainability 🌱, with Grind’s B Corp certification, shows that growth and doing good can go hand in hand. 🌍

How do you keep your focus sharp in a fast-paced world? From rolling to-do lists 📝 and exploring AI’s potential 🤖, to building trust and inspiring teams to rally behind a shared vision.

A big thank you to Dan for detailing this unique experience with us!

If you’re looking to draw inspiration from a seasoned CFO, this is an episode you don’t want to miss.

📺 Watch on YouTube: https://youtu.be/9tQztaZl1H4 

#Leadership #CFO #Adaptability #EcommerceSuccess #AI #STOIX

We had a lot of fun recording this episode with Mary C., former Managing Director and former Chief Financial Officer at JustPark! With over a decade of diverse financial experience, Mary takes us on her fascinating journey—from jellybean-wrapping to corporate finance to leading in the tech start-up space.

Amid the laughs, you’ll uncover profound insights on:

⚙️ Adapting to a start-up culture with a focus on cash generation and profitability
🚀 Mastering the art of building strong relationships
🏋️ Taking calculated career risks
🌈 The importance of diverse experiences for aspiring CFOs

A huge thank you to Mary for sharing her unique expertise with us!

If you’re looking to refine your hiring strategies or simply draw inspiration from a seasoned CFO, this is an episode you don’t want to miss.

📺 Watch on YouTube: https://youtu.be/c1oRwkcY8vc

#FinanceLeadership #CFO #CareerAdvice #SuccessAndFailure #STOIX

Well, this is a unique journey—swapping an outstanding sports career for chartered accountancy. 🏉

In this episode, we sit down with Mark Foster, former SVP of LIV Golf, and and CEO of WinSure Group , whose impressive background spans real estate, corporate finance, and private equity. 💼

What sets Mark apart is his remarkable journey from professional sports to corporate leadership. In this conversation, he shares how lessons from his sports career have shaped his leadership style and resilience. 📖

Mark reflects on how his collegiate sports experience instilled discipline, problem-solving skills, and adaptability under pressure—traits that have been invaluable in his finance career. He also explores how these principles contribute to building strong leadership in today’s competitive corporate world. 🦾

This episode is packed with inspiration and practical takeaways for leaders aiming to develop resilience and achieve success, both in business and beyond. 🚀

Thank you, Mark Foster, for sharing your unique journey with us.

If you’re in private equity—or aspiring to be—you’ll gain raw, genuine insights from Mark’s story. Don’t miss this one! 👇

📺 Watch here: https://youtu.be/CEar84JkR1E

#CareerSwitch #Sport #Finance #PrivateEquity #STOIX

Law, Finance & Sustainability: Aurore Gil's Inspiring Journey 📖

Studied law and finance, then earned her stripes at business school in Paris, and built a remarkable 14-year career in M&A at UBS - all while starting a family.

Aurore’s story didn’t stop there. After stepping away from banking, she pursued sustainability at Cambridge University and went on to drive change as the Investment Director at Cibus Capital LLP. 🚀


In this motivating episode of the STOIX Podcast, we explore:

🗺️ Early career ambitions and the realities of investment banking
⚙️ Leadership challenges and qualities that define success
🚀 Transitioning from IB to private equity and championing ESG
🏋️ Balancing a high-powered career and family life


If you’re in M&A—or aspiring to be—you’ll gain raw, genuine insights from Aurore’s journey. Don’t miss this one! 👇

Youtube: https://www.youtube.com/watch?v=jKRr_4Do480

#MandA #Finance #Motivation #STOIX