Posts
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AI Spend Isn’t The Risk. Invisible AI Spend Is.
Over the past year, I’ve watched AI move from something we were experimenting with to something we simply use every day. Not just in theory, but in practice. I see it clearly in my own team. There isn’t a single function in marketing that isn’t using AI in some way — from brand and content…
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Modern Finance Leadership: Behaviour change is the real finance challenge now.
Cost-cutting may have eased, but modern finance leadership now faces a deeper challenge: shaping behaviour, trust and control in fast-moving European organisations. Over the past year, I have found myself thinking more deliberately about what modern finance leadership really requires, because although the headlines are calmer than they were during the crisis years, the underlying…
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From marketing to finance: rethinking the 4 Ps for modern CFOs
There are certain ideas that stay with you over a career. For me, one of those has always been the four Ps of marketing: Product. Price. Place. Promotion. I never thought of them as a checklist or a set of answers. Instead, they served as a mental anchor – a way to organise messy problems,…