Hi Sarah, firstly tell us, who are you and what do you do?

I am Sarah Ashby the CFO at Mamas & Papas, which is the UK’s leading nursery brand, and my role covers the usual finance remit, being the CFO. I also have in my remit operations, procurement, property and legal. So, quite a broad set of functions. I’m also the proud mum of two little girls, Agnes, who’s five, Edith, who’s three, and I’m a charity trustee and do an abundance of mentorship work as well. I feel really privileged to work for a business whose purpose and values are so closely entwined to my own. It makes the job so much more fulfilling, and so I’m so much easier.

What’s the most important lesson you’ve learned in your career?

Hands down, always put the customer first. Clearly, in my role in finance, you have to be thinking about profitability and cash. However, it’s no good to have your head in spreadsheets all the time and only think about the numbers. As an example, we could launch an incredibly profitable pushchair, but if it’s not a pushchair that a customer wants, then the cash we generate is nil. For me, a compelling customer proposition is a must. And personally, I try to spend a lot of time out in our stores.

What do you think is the most misunderstood element of your job?

Given that I’m a chartered accountant, there’s sometimes a feeling and misconception that all finance directors and CFOs are ‘bean counters’ and therefore not commercially-minded.  That’s definitely the biggest misunderstanding. I’d hope my colleagues would say that I’m able to think much more laterally than that. For me, I believe the finance function can be a real driver as well as defender of value creation. And once that’s understood, I think you can really unlock the kind of power of a finance individual.

“I feel really privileged to work for a business whose purpose and values are so closely entwined to my own.”

What is the biggest challenge that you face in your role?

In my role, it’s juggling managing different teams, different styles, and different problems on a daily basis. I find it hugely rewarding to be covering so many different patches. However, one hour I could be talking to external corporate lawyers in London, and then literally pivoting the next hour to be putting steel cap boots on, walking our distribution centre floor, talking to colleagues who work on shifts. And that approach has to be agile and nimble in order to be effective. A lot of my role is about listening to people, listening to their problems, helping them find solutions. And it’s challenging. But, as I say, hugely rewarding.

If you could go back and talk to your younger self, and tell her some sage wisdom, what would it be?

It’s a great question. I would say, when I started my career, there was quite a lack of credible female role models. And I would say, in all honesty, I was less true to myself as I tried to keep up with the somewhat ‘alpha’ culture that existed at that time. To be honest, in some companies it still does exist. So since then, I’ve learned that being authentic is the most powerful thing you can do. That would be my biggest piece of advice. Be authentic. Be true to who you are. My parents would always say ‘to thine own self be true’. It’s good advice. I really live and breathe that mantra. Now, I don’t claim to be anything I’m not. I try to be agile in my approach, but always try to stay true to who I am, my values and what’s important to me.