Alex is a chartered management accountant with a degree in Accounting and Finance from the University of Wales, Cardiff. She qualified in industry with GE Healthcare, a leading global medical technology and digital solutions innovator. Alex spent her early career with Telefonica/O2, where she was eventually responsible for a £2BN P&L, providing commercial and financial support to the marketing department and being finance lead for all propositions brought to market.

In 2012 Alex was recruited to set up the UK division of Wayra, Telefonica’s global corporate accelerator and investment fund. It was here that she developed her passion for helping start-ups and scale-ups and in 2015 she decided to become a portfolio finance director to solely concentrate on the area that she loves – helping businesses be more successful.

Over the past 7 years, she has worked with a number of tech start-ups as a fractional CFO where she has helped secure over £40m investment, reclaimed more than £1.5m in  R&D tax credits, set up EMI option schemes, overseen systems & ERP implementation and managed the statutory audit processes amongst other things.

Recent article:  ARR or MRR: Which growth metric is best for SaaS businesses? (with contribution from Alex Hawkes)

Recent Article | How to  manage cash flow during economic turbulence (with contribution from Alex Hawkes)