◆ Fractional Strategic Finance

Clear numbers.
Confident decisions.

I'm an analytical right hand (and obsessive surfer) working with founders who have the vision and mission but need someone to bring the numbers, structure, and execution behind it.

I know what it's like to go all in on something you love — I left behind a career on Wall Street to build a life around surfing — and how much you want it to work. And I also know that building something comes with a lot of less-than-glamorous, behind-the-scenes work and spreadsheet wrangling, which is exactly where I can jump in.

◆ What I Do

The numbers are the start. The decisions are the point.

I come into founder-run consumer businesses where:

you have less visibility than you'd like into how the business is really doing
you're carrying too much of the numbers and back-end yourself, taking away time you'd rather spend on what you actually want to do
you're making calls you're not fully sure of, because the data isn't there yet
you've outgrown the spreadsheets you started on

I build the reporting, models, and systems that make up the financial and structural backbone underneath your vision — so you can see what's working, move faster on what's next, and make decisions with real numbers behind them.

Get in touch →

◆ Who I Am

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

I came from institutional finance — investment banking, private equity, growth equity — before I traded the desk and office for a better view and warmer water.

Now I'm building a life and career that encompasses all sides of myself and lets me lean into what I'm good at and enjoy. My goal is to provide you with the hands-on, analytical support you need to have better visibility into your business, so you can spend your energy on the product, the vision, and the parts that only you can do — while making time for a life outside the business too.

Whether you want to talk through your numbers 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 and simplified into tools you can actually use.

A partner, not a vendor.

I work closely with you throughout — not a consultant who disappears with the brief and drops a file in your inbox at the end.

Strategy, not just spreadsheets.

The model is the starting point; the clarity and decision-making abilities it unlocks are the product.

Built for consumer.

I've spent my career around consumer businesses — investing in them, working alongside them, and being an enthusiastic customer myself.

Make the numbers work for you.

You don't need to become a finance person. You just need someone who makes it make sense.

Let's chat →

Clear numbers.Confident decisions.