Dax is a commercially minded CFO with a real focus on business partnering. After qualifying as a Chartered Accountant at PWC, he spent a number of years in retail and direct marketing before a 13 year career within the media sector working at major names such as Sony Pictures, Channel 4 and The Discovery Channel.
His focus has been to drive the strategy formulation for each company he has worked at. Dax believes a defined strategy helps to focus the business to stay on the right path in terms of prioritisation and deliverables. Dax knows that finance is an enabler for success; with a clear understanding of revenue drivers, risks and opportunities, he has helped to steer companies toward achieving their goals.
Having a strategic and commercial focus is secondary if the core systems and processes are not fit for purpose. Dax has driven systems implementation to improve financial control and Business Intelligence. Robust data gives a good handle on profitability, cash flow and return on investment which are the foundations for any business. He is adept at using data visualisation to allow financial data to be presented in a meaningful way.
His experience in the corporate sector and extensive training has given him an insight into “what good looks like”. His move to SMEs has helped him add value immediately through applying those skills in rapidly changing, dynamic environments. Dax is drawn to the entrepreneurial spirit of SMEs and can make a real difference helping them achieve their potential.
Dax is passionate about content and creativity, and has worked well with creative geniuses and business leaders alike.