• Discover how Jo Ward freed up her days by cutting back meetings and finding time to focus
• See how CEO check-ins gave her direction and kept her accountable
• Learn how the CFO Boardroom kept her on track and gave her a network she could lean on
CASE STUDY: Jo Ward
The Context
When Jo Ward became CFO of Thinkerbell, an independent creative agency, she brought strong financial expertise from her career in the UK. But in Australia, she lacked a local CFO network, and her days quickly filled with meetings and detail-heavy tasks. With little time left for forward thinking, Jo often felt stretched thin and on the edge of burnout.
That left her stuck in firefighting mode, unable to step fully into the strategic role her agency needed. The CFO Boardroom gave her the structure and peer support to change that.
The Challenge
Jo's challenge wasn't ability. She had the skills, but her time was swallowed by day-to-day demands. She wanted her team to take ownership of routine operations so that she could create space for strategy. She knew that having more time to think would allow her to step into the strategic CFO role her agency needed.
Why Alena
Jo had seen Alena speak at conferences and recognised the CFO Boardroom as the right fit. It combined the coaching and peer support she wanted with practical tools she could apply straight away.
"I was looking for a CFO coach and I came across the program, which looked like it was something that would suit my needs."
The Work
Through the program, Jo redefined her team's responsibilities so she could step back from the transactional and focus on strategy. She built in the thinking time she had been craving and used tools like the Commercial Clarity dashboard to set KPIs and align the leadership team around the business plan.
She also began exploring new ways of working, including using AI to strengthen her analysis and insights.
"I've gained the tools and confidence to be a more strategic partner to the agency. My growth has been in increasing my ATL:BTL ratio, building in the thinking time I needed, and looking forward rather than back."
The Impact
The results were clear. Jo's team became more engaged, which in turn lifted employee eNPS across the agency. At the same time, the finance function delivered sharper insights that contributed to an EBITDA increase within the year. For Jo, the change was regaining time and focus. She now leads as a strategic CFO who guides the leadership team with stronger decision-making, supports the CEO with robust financial information, and ensures her department contributes directly to the agency's growth.
"I feel like I'm in the right direction, doing the right thing. My growth potential is uncapped."
In Her Words
Click on the video below to see Jo talk about the value of The CFO Boardroom in her own words.
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