To get started, please could you tell us a little about your background?

What excites you about working for Crowd Mobile?

Firstly, it’s the team - because we have a very young, energetic and diverse team. Also, being on the forefront of the online marketing and influencer industry, we have a team and company who are always thinking about the future and how to excite global customers and help them to make the right choices. This really motivates me. People are becoming more and more sophisticated in the way they make choices, they are more focused on the things they like and more selective. If we can help them make the right choice – I’m excited about this opportunity.
I also really enjoy the travel aspect of my role. I was in Australia recently for an industrial roadshow, which I attended with the CEO, and it was really exciting to see how people want to hear your story and get excited about it. It was a good chance for one-to-one meetings.

What does your organisation currently do to contribute towards the corporate social responsibility?

We are a small organisation and what we’re trying to work on is CSR which is meaningful to the company and the employees. For example, for us diversity is a very meaningful value and culture. We have over 30 different nationalities in our company and we’re definitely targeting a lot of efforts towards developing, growing and mentoring people. We started several training programmes recently, particularly mindful of the millennials in the business, to develop additional skills and grow further. Also, as management we are focused on progressing more females into senior positions.

As someone who has had many years working in Amsterdam, what changes have you seen to the employment market, particularly within finance?

It’s really competitive, especially in recent years. I’ve seen companies, especially the big and exciting ones, opening offices here because it’s a very innovative and very dynamic environment. In recent years Amsterdam has really become one of the best places to live and work in Europe. Sometimes I have found that the biggest struggle in recruitment is to find the right finance people with the right skillset, but also the right mindset - willing to learn and change. Adaptability is key. The bigger names can be more competitive and are attracting good candidates in finance and tech.

As a woman who is successfully working in a CFO role, what challenges have you faced throughout your career and how did you overcome them?

Mostly, I think, to be heard. It happened a lot in my career, both internally in the companies I’ve worked in and externally, that I’m the only female in the room. Also now during meetings, for example it happened a lot during the roadshow, that I’m sitting opposite male investors or analysts. So, for me, I think there’s a lot to be done in diversity in finance, particularly in senior positions and it comes from the fact that women don't like confrontation as much or to overpower anyone else’s opinion, so sometimes they are a bit more silent. I have tried to overcome this by contributing and giving my opinion. I think my advice would be to make sure that your message is heard – don’t be apologetic as there is a reason that you are at the meeting or have a seat at the table.

You have worked for both large and smaller businesses, what are the advantages and disadvantages of each?

The big organisations give you an opportunity to work on a larger scale and technically more complex or sophisticated projects, so this is where it’s usually interesting and challenging. The disadvantage can be that it can be more bureaucratic and layered and so decision-making processes can be much slower and more detached. In a small organisation you have the opportunity to make a huge impact; your reach is much broader and you can have an impact, but some small organisations struggle to scale and grow and this can be a disadvantage.

What would you say is the most rewarding part of your role?

Being able to build teams, the finance function, having an impact on the whole organisation and being relevant. I really enjoy things like that. I was lucky enough to do this in most of the companies I’ve worked for. I also really enjoy trying to open doors for young finance professionals, especially those who are female, to help them to grow and take a step up. 

What have you noticed are the main challenges in recruiting?

If you think about financial people nowadays, you don’t need to be what traditionally finance people were years ago, only focused on historical numbers, reports and monthly close. You need to have a very different skillset, where you build relationships with the business, where you are able to translate and build a bridge, a common platform with the business, to be able to support it. You also need to be tech savvy – to be able to innovate and change the way you work rapidly. This is also something that finance people do a lot – they pick the tools they know, the traditional tools they use, but nowadays things change so fast that it’s key to change your mindset.

What would be your advice to someone aspiring to be where you are now?

Persevere and be curious to learn always. What I’ve noticed for me, is that the road is never a straight line, there’s always a detour or a step backwards or sideways. It’s important to do what you think is right. Be always curious to push boundaries and to jump into the unknown, outside of your comfort zone.

Which 3 words would you use to best describe yourself?

Approachable, no-nonsense and curious

You started your career in Finance and have moved into a more Technology led role. When did your passion for Technology and Transformation begin and why?

Anastasia is a German national and a devoted mother of 2 children. She has spent 8 years in Switzerland and is the CFO of Outdoorchef AG.
Outdoorchef AG is an outdoor barbecue business with companies in the Netherlands, Germany and Austria, with the HQ in Switzerland, and is held by Diethelm Keller Group. 

As someone who has been working in Switzerland for many years, what changes have you seen to the employment market, particularly within finance?

Over the last 9 years the market has seen an increase in Pharmaceutical businesses and start-up companies. Switzerland has maintained its’ competitiveness for new companies and still has a strong work life balance, which is attractive. Switzerland is known for our support of start-ups and low tax systems to attract international companies. We also have a strong international base of professionals which seems to have strengthened. I’d say there hasn’t been too much of a change on this front. 

We can see that you are growing your brand portfolio, what is your strategy and how does this affect your position?

We have a lot of brands and sectors that we work with; what’s important is having a passion for your product, whatever it is. You need to find that motivation for the product. 

Can you identify how your organisation stands out from the market and your competitors?

I just have one word - innovation. We have a unique product which is a unique system to produce tasteful and healthy grilled food. We are specialised on gas grills, which allows you time to spend more time with guests. It’s safe, tasteful and again healthy, which makes us one of the best in the market. The brand is just great - I have two barbecues at home!

What challenges await your business and how do you hope to overcome them?

There are always challenges that you will face, in any business and in any role. The best advice I can give to overcome these, is to surround yourself with a good strong team. With these foundations and working together, any challenge can be overcome.

You have worked for small companies and large businesses, what are the advantages and disadvantages of both?

I’ve really enjoyed working in both and believe it’s helped in my career to date. In a large business you can become a specialist in your field. In a small company you need to be more of a generalist, an allrounder. You have to work smarter and faster and I really enjoyed working closely with a business. It’s a little harder to be recognised in a larger company, but the training and development is there to support you. I had the luck of both and learned and developed my skills.

How did you get to the level you are at?

I’m ambitious, and I dedicated a lot. I love my job - motivation and passion are key attributes.

What great decisions do you believe you have made throughout your career and have you had to take risks?

Beginning my career in practice helped me. Not everyone who starts in the Big 4 becomes a CFO, so taking responsibilities and risks in your career is key. Everyday decisions hold elements of risk. When an opportunity arises, take it with both hands and embrace the challenges.

Looking back through your established career, what would you identify as a personal highlight?

Working at an international level, it’s really helped me to understand a variety of cultures, which makes you more open-minded. Languages are also key. I speak German, English, Italian and Greek; this gives me a better understanding of people and I can connect with my teams faster.

If you could give advice to mid-level accountants who are now thinking about their next career move, what would it be?

It always depends on their career ambitions; if they want to move forward and improve, it’s important to start with accounting. The basics. It’s key to know how this works and you can then become a Controller, Finance Manager or move into a ‘Head of’ role. Have passion in what you want to do and achieve. Changing companies and industry is also good - this varies your experience.

What advice would you give to future aspiring leaders, and why?

I would advise to lead with energy and focus; it’s again about having the passion for your role. For women, it’s important to treat all team members the same, in turn you will be treated with the same respect.
There shouldn’t be a divide between the sexes. You should be adaptable and teach this skill to your team. They in turn can work at the same speed as you. It’s important to have the trust and motivation from your team. Give them focus, work towards a target and enthuse energy to achieve the targets. Encourage team meetings with a purpose or agenda to follow.

Who is the most inspirational person in business to you, and why?

I have a lot! Every supervisor, CEO and colleague I’ve ever worked with I’ve learned from and they inspire me. I learnt the most from a former manager of mine; we didn’t personally connect but I was taught some great fundamentals which I still use today.

Equality in the workplace has been a hot topic for several years now. As a female CFO what issues do you face and how do you overcome them?

I think it’s really important that, as a Female CFO, I treat my team, my colleagues and my CEO the same. I’m not treating a female or male any differently and this reflects again on being treated the same regardless of title.  I’ve seen results with people treating each other like this. Throughout my career I have had to prove myself and to reach board level to bring another perspective to business and wish to see this increase throughout other international companies.