Anna Lovell

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Bio

Anna Lovell is a PWC-trained Chartered Accountant and experienced CFO Board member who has spent her career helping founder-led and growth businesses scale successfully. With more than 25 years of finance leadership experience across a wide range of sectors especially technology, procurement, media/events, telecoms and SaaS/software businesses, she works closely with founders and CEOs to bring clarity, structure and commercial discipline during periods of growth and change. Throughout her career Anna has helped businesses move from early-stage chaos to commercially robust organisations. She has worked for Deloitte, BT, Openreach, EE and C&W, has built finance functions from scratch, led business turnarounds, supported rapid growth, led through periods of significant change and prepared companies for major milestones such as investment, exit or acquisition. Working alongside CEOs and boards, she combines strategic thinking with practical financial insight to strengthen decision-making and long-term performance.

Anna is known for helping leadership teams see what is really happening in their business within a wide range of business sectors. By connecting financial insight with operational reality, she helps founders understand the drivers of growth, identify what is holding the business back, and focus their energy on the changes that will make the biggest difference. She is Finance trustee for a retail charity and is particularly interested in supporting values led organisations. Alongside her CFO experience, Anna brings a coaching-informed approach to mentoring. With a background in psychology and ICF Executive Coach training from Henley Business School, she works with founders not only to solve immediate commercial challenges but also to help them develop the self awareness, confidence, judgement and leadership capability needed to scale a business.

She is Finance trustee for a retail charity and is particularly interested in supporting values based organisations. Alongside her CFO experience, Anna brings a coaching-informed approach to mentoring. With a background in psychology and executive coach training from Henley Business School, she works with founders not only to solve immediate commercial challenges but also to help them develop the confidence, judgement and leadership capability needed to scale a business.

Focus of 1-2-1 Session

A 1:1 with Anna is a practical working session, typically focused on:

  • Strategic Clarity – looking at the story and the numbers - reviewing your pitch deck, strategy and financial projections so they align and stand up to scrutiny - CEO effectiveness - critical friend to help you evolve and structure your thinking and business to focus on your business priorities
  • Growth blockers - diagnosing what is really slowing progress (pricing, margins, capacity, sales efficiency, operating model, accountability, management time).
  • Forecasting and financial control - improving forecasting, understanding sensitivities, effective financial processes, cash visibility, the reliability and
    timing of the numbers so you can make decisions based on accurate data
  • Operational control - strengthening the operating model - creating lightweight processes and consistent cross-functional ways of communicating and working to reduce cost and increase effectiveness CEO support - a candid, constructive sounding board to help you prioritise, simplify, and make confident calls when the trade-offs are messy.

Anna typically engages as a mentor/coach, fractional CFO, a project-based consultant (e.g., forecast rebuild, investor readiness, operating model and reporting),
or in an advisory/NED/board capacity. Anna is best suited to founders and CEOs (typically early-stage through scale-up) who need to tighten the commercial and financial engine of the business, where leadership wants sharper visibility, better decision-making, and stronger execution.