When Troy Anderson accepted the CFO seat at Kelly Services in 2024, he stepped into an organization that, as he tells us, “had done a number of acquisitions … and really invested in the business.” The legacy staffing firm had spent nearly $1 billion to expand its reach but had yet to fully integrate those pieces. Anderson’s mission: align a global operation that had grown faster than its systems.

It was a familiar challenge. Across three decades and multiple industries, Anderson has made a career of steering companies through transformation. At Universal Technical Institute, he led a finance overhaul that supported a business which, he tells us, “more than doubled the company.” Before that, as a senior finance leader at Xerox and its services spinoff Conduent, he helped raise $2 billion in debt and “build out the public company infrastructure … from scratch.” That experience, preceded by an investor-relations rotation where he worked directly with Xerox CEO Ursula Burns and CFO Kathy Mikells, became “the game changer” that propelled him toward the CFO office.

Now, at Kelly, Anderson is guiding a transformation “on both sides of the ledger … organizational and technology.” He’s integrating recent acquisitions, modernizing finance systems, and preparing the company for the cyclical realities of a staffing industry he describes as “in decline for about two years now.”

His approach reflects a pattern consistent throughout his career: when others see complexity, Anderson sees structure waiting to be built—and an opportunity to apply every lesson learned from the transformations that came before.

When David Lee joined PG&E in San Francisco, the company was collapsing under the weight of California’s first energy crisis. “These utility veterans kind of got us into this,” the new CFO told him, handing him an unusual assignment: act as an “anti-CFO.” Lee spent his days testing every forecast and financing plan, proposing contrarian options like a preferred-equity line from KKR. The exercise, he tells us, forced him to “think independently” and learn how to guide a public company in deep trouble.

That moment crystallized a pattern in Lee’s career—a willingness to enter complex situations and rethink accepted wisdom. From his start at Leo Burnett Company, where he learned to “walk in the shoes of the consumer,” to his nine-year transformation tour at Del Monte and later Best Buy’s celebrated “Renew Blue” turnaround, he has sought environments that reward original thought over routine expertise.

Today, as global COO and CFO of Webtoon, Lee applies the same mindset to a different kind of transformation—the business of storytelling. He tells us the platform connects 24 million creators to 156 million readers each month, growing its English-language audience 19 percent year over year. Yet he draws a bright line around technology’s role: “Human storytellers are the best storytellers.” AI, in his view, should fight piracy and improve discovery, not replace creativity.

Across every chapter, from crisis utilities to digital comics, Lee’s philosophy remains constant—progress begins when finance leaders question assumptions and listen long enough to see possibilities others overlook.

When Erik Wissig recalls his early years as a founder, one moment still stands out. The team had met its growth goals and earned their bonuses—but the company’s cash flow hadn’t caught up. “You need the cash to make those payments,” he tells us. That hard-won lesson reshaped how Wissig approached finance from that day forward: plan ahead, balance ambition with liquidity, and bring the wider leadership team into that awareness.

Before that turning point, Wissig had spent a decade in investment banking, advising hundreds of middle-market companies on transactions. Eventually, the advisor wanted to build. In 2013, he co-founded Hixme to give employers a new way to fund individual health insurance—an idea born from the Affordable Care Act’s reshaping of the market. When regulatory realities slowed progress, Wissig stayed the course. Hixme’s platform and team were acquired by SureCo in 2020, where he now serves as CFO and COO.

At SureCo, Wissig’s banking discipline meets an operator’s pragmatism. He focuses on two levers—raising revenue per customer and scaling efficiencies—and on hiring into his weaknesses, surrounding himself with strong CPAs. His leadership style mirrors his philosophy on failure: persistence is progress. “If the game is still being played, then you haven’t failed,” he tells us.

Twelve years into his pursuit of the ICHRA model, Wissig remains motivated by one conviction: lasting change in healthcare begins by putting individuals—not institutions—at the center of the system.

The moment that stayed with him began at a marketplace where sales dashboards showed 40% gross margin—yet finance closed the books at 20%, Boon tells us. The gap, he discovered, lived in the shadows: rebates, discounts, and “free” services that never touched operational metrics. He manually traced economics to the client level and found margins many considered healthy were thin—or nonexistent. One customer representing roughly 30% of revenue delivered 0% gross margin, Boon tells us.

That scene explains his broader path. He started in London investment banking “working on deals 24/7,” then spent five years at McKinsey across Europe on corporate finance and strategy. At Zalando he founded Strategic Finance to ready the company for IPO—tightening the P&L and working capital. Hypergrowth taught him that unchecked hiring breeds overlap and data drift, so ownership and reporting must evolve with scale, Boon tells us.

He gravitates to complexity. At his current company—public since 2021 and combined with a U.S. competitor bought for “about a billion USD”—systems sprawl and legacy platforms made accuracy difficult while two-thirds of revenue came from the U.S., across 130 countries with people in 14, Boon tells us. He cut legal entities from 28 to 14, moved to one ERP, and shortened the monthly close from “15 days” to “five or six days,” Boon tells us. Two efficiency programs, a 120 million refinancing, and a rights issue 60% oversubscribed rebuilt credibility.

Back at the marketplace, he installed a pricing director reporting to finance, killed blanket rebates, and tied commissions to net revenue. Within 12 months, margin rose from 20% to 40%, Boon tells us—proof that disciplined economics, not dashboards, drive durable turnarounds.

In this special episode of CFO Thought Leader—the first of three produced in collaboration with The Suite, Shaun Sethna (General Counsel and GM for the L Suite) maps where CFOs and GCs misjudge contract risk and how to collaborate effectively. He spotlights “locked-in” deals that still enable termination via vague clauses or missing notice-and-cure. Start with strategy alignment, then cross-train—mini finance for lawyers, mini legal for CFOs—and empower teams to escalate wisely. He urges adopting AI to summarize agreements, surface obligations, and route risks. Looking ahead, he flags AI agents as SaaS “users,” which could upend seat-based pricing. He closes with an M&A example where mutual fluency let GC and CFO catch material misses.

• Align strategy first; contracts follow business intent.

• Cross-train teams to spot each other’s risks.

• Adopt AI to illuminate obligations and exposure.

When Procter & Gamble asked Atsushi Kitamura to move from finance analysis into running a manufacturing plant, he didn’t hesitate. “They always give me next challenge to stretch me,” he tells us. Managing one of P&G’s large diaper plants in Japan forced him to apply finance in real-time operations—a proving ground that shaped his comfort with change and appetite for transformation.

That readiness carried him from consumer goods to logistics, restaurants, and electronics before arriving at Astellas Pharma, where the stakes are now measured in science and strategy. When he joined in 2023, Astellas had just completed a $6 billion acquisition that shifted it from a net-cash to a net-debt position. Hired to “put financial disciplines and make the balance sheet stronger,” Kitamura tells us he views the moment as a “transformative timing” for the company. Loss of exclusivity on a prostate-cancer drug representing “more than 40 percent of our revenues” demands reinvention.

His three-part playbook focuses on growing core brands, investing in science creation, and executing what he calls “sustainable margin transformations.” The approach has begun to pay off—“top line 19 percent, profit 40 percent,” he tells us—signaling a finance organization in renewal.

Now he’s turning to technology to sustain that momentum. Describing the shift from RPA to “agentic AI,” Kitamura explains, “I just ask agent AI to do that booking.” He calls it a tipping point that will “change significantly the way how we work.”

Still, he adds, leadership begins with listening. “Don’t pretend I know everything,” he tells us. For Kitamura, finance transformation starts not with machines or metrics—but with humility.

On a quiet afternoon in Punta Cana, Michael Levine sat alone on a stretch of white sand. The turquoise water and silence offered the perfect scene for rest—until he realized what was missing. “I didn’t have my phone and I didn’t have my laptop,” he tells us. “That’s what makes me happy… I love doing work from the beach.” It was there, after stepping down as Payoneer’s CFO, that Levine accepted a truth about himself: he wasn’t ready to retire.

Levine had spent 11 and a half years helping Payoneer scale from about 100 employees to 3,000 and from $150 million to more than $80 billion in annual volume. He guided the company from private to public in June 2021 and from unregulated to regulated operations. When he left in 2023, he planned a pause but instead found himself drawn to a new frontier.

Calls from crypto companies arrived during what he calls the “crypto winter.” Although he had once avoided digital assets entirely, he became fascinated by “decentralized finance,” “smart contracts,” and the tokenization of real-world assets. A meeting arranged by Spencer Stuart with the CEO of Fireblocks solidified his next move. “When you don’t know which horse to pick in a race,” Levine tells us, “buy the racetrack.”

Fireblocks, he explains, is the infrastructure that secures digital assets for enterprises through self-custody and cyber-grade protection. For Levine, it was a chance to apply a career’s worth of scaling and governance experience to a technology poised to define the next decade of finance.

She starts with tape from the field, not the spreadsheet. Listening to enterprise sales calls, Amy Foo heard customers whose usage rose and fell with seasons. Fixed per-seat pricing “wasn’t quite hitting the mark,” she tells us, so she piloted a pooled-seat model that flexed monthly within an annual commitment—turning smaller clips into “one to five million” deals and lifting revenue “six to seven times per customer,” she tells us.

That instinct—to meet the customer where they are—threads through her journey. Early at Zendesk, she was “employee number one in the region,” handling FP&A, accounting, taxes, and team-building as the business scaled, she tells us. Trust won her a dual path: SVP of Global Finance Operations (deal desk, billings, shared services) and APAC managing director, aligning teams across seven countries, she tells us. Mentors’ unvarnished feedback helped her shed imposter syndrome and lead without geographic ceilings.

Today at Ignition, she reduces complexity to a few levers—ARR, payments volume, cash flow—and aligns accordingly, she tells us. She monitors top-of-funnel quality and pipeline coverage daily to steer marketing spend and sales motions, she tells us. On pricing, she watches what customers pay and repackages value by segment, she tells us. She leads with customer insight, she tells us.

As for AI, she calls it “not a magic pill,” advocating first for AI built into existing vendors, then new tools where capabilities are missing, she tells us. Finance, after all, is “about narrative and conviction”—numbers that move people to act, she tells us.