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Leading a turnaround > Having the right CFO

17 January, 2022 | 
Pureprofile

Originally published: CFO Magazine Australia, 17 January 2022

Prior to 2018, disaster loomed for the data and insights survey company, Pureprofile.

A falling share price, lack of strategic clarity and disillusioned staff underpinned its challenged position.

The darling of the survey data world was in serious trouble – its days appeared numbered.

The acquisition of Cohort for $27m in 2016, weighed heavily on the company. Pureprofile thought it acquired a business that would deliver it positive cashflow, instead, it sent the company flagging.

What was needed was a people-focused CFO who work with the team to unite staff and help change the course of the company.

Who that was however, and where they were to be found, saw the company begin searching for its own dragon slaying, St George?

And along came Melinda Sheppard!

Read the full article >

 

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