ROOTED IN NUMBERS. LED BY INTUITION.
Where Finance meets Feminine Power - and ZERO Fluff
THE ONLY CFO WHO’LL TALK MARGINS AND MERCURY RETROGRADE IN THE SAME BREATH.
You’re in the right place if…
You’re building something powerful but the money side feels disconnected or like you’re winging it behind the scenes.
Saying yes to growth, but unsure if the numbers actually support it
Knowing your business is capable of more — but lacking the clarity to act with confidence
Avoiding financial planning because it feels stiff, cold or too “corporate” – or just too scary to look at
Feeling overwhelmed by what to track, what to pay yourself or when to hire
Hey, I’m Ashley.
I’m Ashley — CFO, founder and straight-shooting financial maven. I help women-led businesses get out of the financial fog and into confident, strategic growth. I bring two decades of experience, a sharp eye for detail and a deep respect for the way women lead.
How I got from 9-5 to dream job
I didn’t follow a traditional path — and that’s exactly the point. Here’s how I went from boardrooms to bootstrapping my own dream:
Climbed the corporate finance ladder
I spent 15+ years in the trenches of the CPG world — leading finance teams, scaling startups and sitting at the table where big-money decisions were made. I learned how the best brands are built and the numbers behind them.
Laid myself off from a dream role I manifested 10 years prior
I hit a moment of radical clarity: I realized it was time for a new chapter. I made a thoughtful exit, turned my employer into my first client and started building a business that felt aligned from the inside out. That leap cracked everything open.
Built a business around intuition + spreadsheets
The Scrappy CFO was born from a desire to support early-stage founders who lead with purpose, not just profit. I now help entrepreneurs build grounded, scalable financial systems — without sacrificing their values, vision or vibe.