Paul Davies, Finance Expert in London, United Kingdom
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Paul Davies

Verified Expert  in Finance

Finance Expert

Location
London, United Kingdom
Toptal Member Since
December 28, 2021

Paul is a commercial and marketing finance professional with a decade of international experience and influence when partnering with C-suite executives, which he has done at Diageo, one of Great Britain's largest consumer goods companies. Paul gained his CA designation while working in M&A at Deloitte, and his areas of expertise include pricing and business strategy, FP&A, and finance business partnering. Paul freelances to help clients find innovative solutions to financial questions.

Career Highlights

Head of Marketing Finance
Diageo Great Britain

Certification Highlights

Chartered Accountant (CA)
Institute of Chartered Accountants in England and Wales (ICAEW)

Case Studies

Work Experience

Finance and Operations Director

2022 - PRESENT
Caleno Drinks
  • Led the financial plan due diligence process for annual fundraising with key investors.
  • Developed a three-year business plan for acquisition and aligned with key investors.
  • Led the total finance and operations function for a leading non-alcoholic spirit startup in the UK market.
Focus areas: Startups, Startup Funding, Startup Growth Strategy Development, Operations, Sales Operations, Sales & Operations Planning (S&OP), Accounting, Financial Planning & Analysis (FP&A), Finance Director, Fundraising, Business Planning, Business Plan Consulting, Financing, United Kingdom

Global Head of Marketing Finance

2021 - 2022
William Grant & Sons
  • Took end-to-end P&L responsibility for a global marketing function, acting as a key business partner to the chief marketing officer and as the finance lead for the product innovation process.
  • Led a team of eight across Dublin and London and reported directly to the finance director.
  • Managed the allocation of marketing investment across WG&S portfolio of brands. Charged with leading marketing input into the corporate 5-year plan and taking full P&L ownership for the overheads of the Global Marketing team (180 FTEs).
  • Collaborated as a business partner to the chief marketing officer on key strategic projects, including creating a direct-to-consumer Whisky Cask sales channel.
  • Drove measurement and evaluation of marketing spending globally to ensure best practices and maximum ROI.
Focus areas: Marketing, Budgeting, Strategy, Finance, Planning, Forecasting, Financing, United Kingdom

Head of Marketing Finance

2021 - 2022
Diageo Great Britain
  • Oversaw the development of the Diageo Great Britain 5-year business strategy and operationalized year one through the marketing business planning process.
  • Partnered with the marketing director to identify key opportunity areas to deploy the total advertising and promotional budget of Diageo Great Britain.
  • Embedded a marketing effectiveness process to analyze the ROI of key marketing vehicles more impactfully, including media, social posts, and out-of-home advertising.
Focus areas: Strategy, Annual Budgets, Marketing, Business Strategy, Financial Analysis, P&L Analysis, Growth Strategy, Finance, Financial Modeling, Financials, Commercial Strategy, Financial Data, Finance Strategy, Data Analysis, Consumer Trends, Consumer Branding, Consumer Insights, Business Cases, Pricing, Budgeting, Business Models, Business Modeling, Forecasting, Financial Forecasting, Strategic Planning, Strategic Planning & Execution, Revenue Modeling, Revenue Projections, Revenue & Expense Projections, Profitability Analysis, Financing, United Kingdom

Head of Marketing Finance

2020 - 2021
Diageo Australia
  • Led the FY 2022 strategic planning process, identifying priority growth categories for Diageo Australia and allocating marketing resources to key brands within these categories.
  • Led the project to rationalize fixed costs in the Diageo Australia advertising and promotion spend, leading to a target saving of 18% for the next financial year (subject to procurement negotiations).
  • Served as the finance business partner to the marketing director of Diageo Australia—a member of the marketing and finance leadership teams and broader Diageo Australia leadership group with P&L ownership of $100 million promotional spend.
Focus areas: Marketing, Annual Budgets, Strategy, Analysis, P&L Analysis, Growth Strategy, Finance, Financial Modeling, Financials, Commercial Strategy, Financial Data, Finance Strategy, Data Analysis, Consumer Trends, Consumer Branding, Consumer Insights, Business Cases, Business Strategy, Pricing, Budgeting, Business Models, Business Modeling, Financial Forecasting, Strategic Planning, Strategic Planning & Execution, Revenue Modeling, Revenue Projections, Revenue & Expense Projections, Profitability Analysis, Financing

Senior Commercial Finance Manager, National Accounts

2017 - 2020
Diageo
  • Led the trading terms negotiation between Diageo and Endeavour Drinks, part of Woolworths Group and the largest alcohol retailer in Australia. This negotiation lasted four months and was praised by executives as best-in-class for both parties.
  • Served as the finance lead in the team that redefined Diageo Australia’s commercial trade strategy during COVID-19.
  • Delivered sales and profit growth ahead of the annual operating plan in each financial year I was in this role.
Focus areas: Sales Forecasting, Pricing, Value Chain, Value Creation, Analysis, Anaplan, Annual Budgets, Business Partnerships, Commercial Finance, P&L Analysis, P&L Forecasting, Finance, Financial Modeling, Financials, Commercials, Financial Data, Data Analysis, Finance Reports, Partnership Analysis, Business Cases, Business Strategy, Budgeting, Business Models, Business Modeling, Financial Forecasting, Strategic Planning, Strategic Planning & Execution, Revenue Analysis, Revenue Management, Revenue Modeling, Revenue & Pricing Support, Revenue Projections, Revenue Strategy, Revenue & Expense Projections, Revenue Optimization, Profitability Analysis, Financing

Assistant Manager, Transaction Services

2011 - 2014
Deloitte
  • Performed M&A transaction services, including financial due diligence (buy- and sell-side) and vendor assist services with corporate and private equity clients.
  • Supported the listing of a large financial services firm during the four months I was in Deloitte's executive remuneration practice. Prepared prospectus entries and assisted in preparing the analyst's presentations for the IPO roadshow.
  • Focused on engagements in the tech, media, and telecom (TMT) sector, including Nokia Siemens Networks, BT, and British Sky Broadcasting (BskyB).
Focus areas: Mergers & Acquisitions (M&A), Due Diligence, M&A (Buy-side), M&A (Sell-side), Finance, Financials, Financial Data, Data Analysis, Big 4 Accounting, Accounts, United Kingdom
2007 - 2011

Bachelor's Degree in Management and Spanish

University of Leeds - Leeds, England, UK

SEPTEMBER 2014 - PRESENT

Chartered Accountant (CA)

Institute of Chartered Accountants in England and Wales (ICAEW)