The Diary of a CFO

Former Starbucks IR SVP: How a Homeless Teenager Ended Up Managing $130 Billion Market Cap on Wall Street

In this episode of The Diary of a CFO: Live in Atlanta, I sit down in person with Tiffany Willis. Tiffany is a global investor relations executive who recently served as Senior Vice President at Starbucks, where she managed nearly $130 billion in market capitalization. She is a Wharton graduate, an Adjunct Professor at Emory University's Goizueta Business School, a CPA, a Lean Six Sigma Black Belt, and a former Miss Black Georgia USA. Behind that bio is a story most people would never expect. Tiffany was pregnant at 14, dropped out of school in the 9th grade, and was homeless. She kept her baby's milk on a windowsill because she had no refrigerator. We talk about what carried her through that chapter and into boardrooms with Howard Schultz and Mellody Hobson. How she transitioned from public accounting into investor relations and why that shift required a completely different way of thinking. The art of storytelling as a finance leader and why most finance professionals struggle with it. Her swimming pool analogy for how to make numbers feel real to non-finance people. The WIFM framework she uses to get buy-in across every function. How being Miss Black Georgia USA gave her the communication foundation she uses in boardrooms today. And why she wrote her book Own Your Narrative to help leaders stop hiding from their story and start leading from it. Get Tiffany's book, Own Your Narrative: https://www.amazon.com/Own-Your-Narrative-Resilience-Restored/dp/1918077835/ref=tmm_pap_swatch_0 [https://www.amazon.com/Own-Your-Narrative-Resilience-Restored/dp/1918077835/ref=tmm_pap_swatch_0]

The Unlikely Journey of a $3 Billion CFO, William Washington III

He dropped out of high school. He was a single father. He started his career at a cottonseed company. Now he oversees $3 billion in annual revenue across 76 offices in 45 countries as the Global CFO of Baker McKenzie, one of the largest law firms in the world. In this episode, I sit down with William Washington III. William brings a rare combination of financial acumen and operational expertise shaped by senior roles at Hogan Lovells, Accenture, and Fannie Mae. He is a certified Six Sigma Master Black Belt and a Bloomberg New Voice on the future of finance. We get into what it actually looks like to lead finance across 45 countries and how he adapted his communication style for teams that speak different languages and operate in different cultures. How he evaluates a finance organization when he walks in on day one. The executive coaching session where a 360 review showed him something about his leadership he did not want to see. Why the drive that made him a great director was the same thing holding him back from becoming CFO. How he leads as a self-described introvert, including how he sets boundaries to recharge. Why he went back to school for a Master's in Law Firm Management just to understand his industry. And his philosophy on the three books every finance professional should always be reading. Whether you are a finance leader trying to grow into the CFO seat, already in it and figuring out how to lead at scale, or building resilience through a chapter that feels impossible, this conversation will meet you where you are.

How to Cut Your Board Reporting Process From Weeks to Days (with Fabian Ferrada)

Most finance teams spend two weeks building a board report that gets reviewed in ten minutes. The formatting alone could take days. And if one number changes, the entire approval cycle restarts. In this episode, I sit down with Fabian Ferrada, Senior Solutions Engineer at Insight Software. Before moving to tech, Fabian spent over a decade in financial and operational leadership for a publicly traded company, carrying P&L responsibility on major projects across South America and the Middle East. We break down what a great board presentation actually looks like versus what most teams are delivering. Why three out of four manual disclosure processes contain at least one number appearing differently across documents. The real cost of broken reporting, and it is not just overtime. How to present bad news to a board and keep their trust. The difference between board reporting and investor reporting and why most manual processes can barely handle one. And a real case study where a company with 12 subsidiaries across 6 countries cut their disclosure process from weeks to days. If your team dreads reporting season or your board deserves better than what you are currently delivering, this episode will show you what the fix actually looks like. Brought to you by insightsoftware's Certent Disclosure Management (CDM). Visit insightsoftware.com/board-reporting [http://insightsoftware.com/board-reporting] to learn more.

Excel vs FP&A Software: When to Make the Switch (with Paul Barnhurst)

Most finance teams stay on Excel longer than they should. The hard part is knowing when it is actually time to switch. In this episode, I sit down with Paul Barnhurst, also known as The FP&A Guy. Paul has trained thousands of finance professionals, hosts three podcasts including FP&A Unlocked, and has tested almost every major FP&A tool on the market. He is known for his clear, independent reviews and helping finance teams make smarter choices about the tools they use. We break down when Excel stops being enough and how to know it is time to move to a real FP&A tool. The biggest mistakes companies make when buying FP&A software, including the implementation traps that quietly kill projects. How to spot red flags in software demos and what to ask before signing anything. Where AI actually fits into the modern finance team and where it is just hype. What Paul found when his team tested Claude on real financial modeling cases. The difference between deterministic and generative AI and why finance leaders need to understand it. How FP&A teams will look different in the next few years. And the one soft skill Paul says is now more important than the technical ones. If you lead a finance team or you are an FP&A professional trying to figure out when to upgrade your tools and how to actually use AI, this episode is the honest map you have been looking for. 5UJlgIdbfhXeqC0FgeBJ

Mistakes founders make during fundraising (from a cfo who has done 50+ M&A and Exit deals)

Most founders make the same fundraising mistakes and do not realize it until the cash is gone. In this episode, I sit down with Julianne Averill, a healthcare AI CFO, board director, and fractional CFO with over 20 years of experience helping life science and digital health companies scale through fundraising, M&A, and IPOs. She has been through over 50 transactions on both the buy and sell side and currently serves as a fractional CFO working with multiple founders. We break down how startup funding actually works from Seed all the way to IPO. What investors are really looking for at each stage. The difference between debt and equity and why getting that wrong can be one of the most expensive decisions a founder makes. The 9 mistakes she sees founders make during fundraising that kill deals before they start. What actually happens when a company goes public and why it is not the finish line most people think it is. How AI is changing the way investors discover and evaluate companies. And the ideal finance team structure as a company scales. Whether you are raising capital, sitting on a board, or leading finance at a growing company, this episode covers the full picture. FREE DOWNLOAD: Julianne shared her sample pitch decks during the conversation. Grab both here: https://drive.google.com/drive/folders/1GlZiV70W4zIulXhFgf1Z9TtkeLyyzR7r [https://drive.google.com/drive/folders/1GlZiV70W4zIulXhFgf1Z9TtkeLyyzR7r]