◆ Fractional Strategic Finance

Clear numbers.
Calm decisions.

I'm a fractional strategic finance partner (and obsessive surfer) working with consumer founders who'd rather be building the business than wrangling the numbers.

The ocean can feel like chaos — waves crashing from every direction, rip currents pulling under the surface, a dozen decisions in the seconds before you paddle. I've learned how to read it, pick the right wave, and stay calm when the set rolls in.

Business finance is its own kind of ocean — a flood of numbers, moving parts, pressure from every side. I bring the same instinct, sharpened by my years on Wall Street: structure within complexity, a clear read on what matters, and a steady hand to help you paddle into the right wave at the right time.

◆ What I Do

Big ideas deserve sharper numbers.

The numbers are the starting point — the strategy they unlock is the real work. I partner with consumer founders to turn financial clarity into sharper decisions across the business.

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◆ Who I Am

I'm Alice — former Wall Street, current surfer, traveler, and numbers person.

I come from institutional finance — investment banking, private equity, and growth equity — but I've traded the desk and corner office for a better view and warmer water.

I'm a firm believer that we're allowed to live every side of ourselves at once. My love of surfing and traveling doesn't dilute the dedication I bring as a strategic partner to founders of growing consumer businesses. My goal is to take the financial work off your plate so you can spend your time on the parts of the business that only you can do and the parts of life you want to be living.

Whether you want to talk numbers and strategy or where to plan your next surf trip, I'd love to chat.

◆ How I Work

Top-tier thinking, ground-floor access.

Rigor without the jargon.

Institutional-grade analysis, translated into plain English your team can actually use.

Embedded, not outsourced.

I work as an extension of your team, not a vendor delivering a file.

Strategy, not just spreadsheets.

The model is the starting point; the decisions it unlocks are the product.

Built for consumer.

I'm an (overly) enthusiastic consumer who's also worked in consumer and evaluated hundreds of consumer brands.

Clear numbers.Calm decisions.