Twenty years inside one house. Now installed inside founder businesses.
I ran a over $1b regional P&L inside one of the world’s largest privately held luxury houses for two decades. I left to do the same job for founders, at the stage where the next decision either compounds or unravels what they have built.
This is not a CV. It is what transfers, what does not, and where I am willing to stake the rest of my working career.
Three domains. One operating logic.
Luxe Performance Advisory is the fractional CFO and commercial partner for founder businesses that have outgrown founder-led finance and want to build category leaders rather than lifestyle businesses.
Channel economics, P&L reconstruction, weekly trading cadence, decision rights between founder and operator. The infrastructure that turns instinct into a repeatable system.
Board challenge, investor narrative, capital structure, omnichannel and international expansion strategy. The work that sits between the founder and the next round of capital.
Fractional CFO oversight, financial modelling, deal structuring, cross-border tax across UK, Indonesia, Singapore, UAE and Australia. Built for founders operating across more than one jurisdiction.
From $20 billion to $1 million, the problems do not change. Only the decimals do.
Twenty years, one house, every commercial seat.
I joined Chanel as a junior in financial accounting and left as Commercial Director of the UK Region. I was promoted in every annual cycle I sat in. The trajectory matters less than what it taught me: the same disciplines that protect a $20 billion house protect a $1 million founder business. The decimals are smaller. The decisions are the same.
Fractional CFO and commercial partner for founder businesses across CPG, beauty, F&B, technology and hospitality. Leading financial strategy, planning and investor relations for a portfolio of growth-stage companies. C-suite financial guidance including capital structure optimisation, fundraising and strategic business planning. Studying for ADIT exams December 2026.
Secured $1.5m Series A for a New York CPG founder, delivering a 340% valuation uplift. Invested in and leading the global expansion of an Indonesian skincare brand, projecting x8 revenue growth across twelve international markets over a five-year roadmap. Delivered $1.0m seed equity for a high-end luxury real estate development of 33 villas with F&B and wellness.
Served as CFO and primary negotiator for private equity funding. Oversaw all financial aspects across hotel, gym, spa and longevity clinic. Advised on strategic planning, financial management and construction budgets. Built overall company staffing strategies and competency framework.
Co-founded the hotel and raised nearly $9 million in seed during the first round. Developed pitch deck with detailed financial projections, scenario analysis and seven-year business plan. Designed and orchestrated systems infrastructure including CRM, financial tools and hotel management software. Directed the go-to-market online strategy and innovative membership programmes.
Reporting to the Regional F&B Director. Responsible for UK local market business including store operations, CHANEL-owned retail boutiques, concessions, retailer partnerships, retail teams and store design. Responsible for $250m+ in retail revenue with operations and people budgets.
Evolved the sales function to be data-led with clear medium-term priorities. Achieved record annual retail sales while reducing distribution to protect brand equity. Negotiated enhanced trading terms, new partnerships and new store locations opening for the first time. Built the retail analytics function for real-time reporting and predictive analytics. Initiated retail segmentation project with door typologies for the first time. Managed the 600-delegate national annual retail conference. Restructured head office sales function with department RACIs, goals and KPIs.
No.2 to Regional CFO, then took the seat as Interim Regional CFO. Managing 32 finance professionals across UK Country plus 4 Country CFOs reporting in from across the Americas. Solely responsible for Finance and Administration presentation for total Region financials. Partnered with the UK Region President.
Led an audit-partner transition across multiple markets, delivered on time with a clean handover. Led the whole-region budget process presenting to global leadership and ownership. Implemented HR financial forecasting module automating 95% of staff cost and headcount forecasting. Implemented core competency framework across the whole finance team. Advised a strategy change on treatment of investment properties. Implemented a new capital expenditure policy across the region.
No.2 to the Regional CFO. Managing FP&A team of eight. Responsible for seven countries across the Americas and Europe. Business partnering with UK Region commercial directors, country CFOs and Managing Directors. Managed cross-border transfer pricing across multiple jurisdictions including the UK Region and export markets.
Selected with the Regional President to sit on CHANEL’s global committee redefining the future international F&B distribution model. Implemented a new concession model arrangement. Implemented regional first-cost consolidations on an enterprise analytics platform. Led UK profitability turnaround in F&B. Performed regional internal audit controls review. Played a pivotal role in COVID-19 restructuring across the UK Region.
Managed a team of two then three. Business partnering with Regional Division Directors, CFO and President. Oversaw “Other” country finances across the region. Partnered with the Watches & Fine Jewellery Director on buying forecasts and supply chain. Responsible for Fashion OTB budgets across seven countries across the Americas and Europe.
Built the foundations and roadmap for analytics and predictive technologies across the region. Implemented two local management-reporting applications in the Americas. Led the regional stock risk assessment to reduce inventory on hand. Led IFRS 16 transition. Expanded OTB driving double-digit growth with zero L&O impact.
Reporting to the VP Finance. Three-year posting in New York. Partnering with regional teams in France, Hong Kong, US, UK and Japan. Led system implementation with PwC and trained worldwide users on the new tools.
Led a major workstream within a multi-year global finance-transformation programme. Implemented an enterprise consolidation platform integrating financial reporting across the entire international business for the first time. Led a follow-up project simplifying the chart of accounts for a more agile and faster reporting cadence.
Joined CHANEL as a junior in financial accounting. Promoted through Travel Retail F&B, Watches & Fine Jewellery and Fashion management accounting roles. Production of management accounts, accruals, balance sheet reconciliations and stock recs. OTB budgets, campaign and pricing analysis, capital expenditure proposals.
Identified large inventory and COGS variances and implemented a manual solution to bypass the faulty POS. Led the POS upgrade from a finance perspective to rectify. Implemented enterprise sales, stock and COGS analytics cubes delivering daily insight for the first time.
The disciplines that work at every scale.
One conversation per week, anchored to the same ten-number scoreboard. Founder businesses do not fail because the strategy is wrong, they fail because the cadence is missing.
Founders should make brand and product calls. Operators should make channel and capital calls. Most founder businesses confuse the two and stall on both.
The question is not which channels you can sell through. It is which channels you should refuse. A brand reveals itself in the doors it walks past.
P&L is a story. Cash is the ground. Founders who lead with cash position make different and usually better decisions about growth pace, hiring and inventory.
The work in flight, May 2026.
Seed assembled across three investor groups for a boutique residence development. Capital structure, returns modelling, currency exposure.
Series A valuation uplift over twelve months. Investor narrative, channel economics, board cadence.
International expansion architecture for a founder-led skincare house across South East Asia and Australia.
Fractional CFO oversight on a portfolio of private residential builds, including tax structuring across Indonesia, Singapore and the UK.
Who this is not for.
I have no interest in being the cheap option, the validator option, or the option that quietly tells you what you want to hear. The work is built for founders who want the uncomfortable version of the conversation.
Two ways in.
The Founder Snapshot
A diagnostic on your business across 10 dimensions, returned in 48 hours. Free preview. $250 for the full report. $1,500 for a human-reviewed version with my own commentary.
The Discovery Exchange
A direct conversation, no slide deck, no pitch. Four prompts, one call, one written follow-up. Use this if you already know the question is bigger than a Snapshot.