Sam Roberts, Finance Expert in London, United Kingdom
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Sam Roberts

Verified Expert  in Finance

Finance Expert

London, United Kingdom
Toptal Member Since
December 2, 2019

A Warwick graduate and qualified ACA in audits and accounts, Sam has led combined business modeling for an FTSE250 M&A team, securing a successful acquisition and integration plan for a £20 million deal. Sam has enjoyed building clients' processes, modeling, and reporting by leveraging exceptional logical and communication skills alongside technical skills in Excel, Tableau, and SQL to ensure the business develops the insight needed to grow.

Career Highlights

Sam Roberts, Ltd.
Consultant FD
Kite, Ltd.
Head of Finance
AskDAD, Ltd.

Education Highlights

Bachelor's Degree
University of Warwick

Case Studies

Work Experience


2017 - PRESENT
Sam Roberts, Ltd.
  • Built a respected financial consultancy with clients across the UK, Canada, and Mexico including strong client testimonials and peer referrals.
  • Partnered with both acquiring and target company marketing teams to build a marketing-focused integrated business model for an ultimately successful a £20-million acquisition.
  • Developed systems and processes from first principals for a successful startup post-acquisition by Canon, including monthly reporting (financial and wider BI) and 3-statement forecasts for C-level reporting.
  • Partnered with the CEO of a promising scale-up seeking Series A funding to develop a suite of KPIs and pitch deck in an ultimately successful funding round.
  • Prepared management reports and analysis, presenting results to the group CEO and COO of an FTSE250 company on a monthly basis.
  • Worked closely with the CTO and tech team of three Canon Europe companies, developed live analysis via BI dashboards and monthly breakdown and reporting of key business indicators to all interested stakeholders.
Focus areas: Financial Modeling, Business Intelligence (BI), Investor Relations, Reporting, Financial Planning & Analysis (FP&A)

Financial Consultant

2017 - 2018
HomeServe, PLC
  • Worked in the M&A department to coordinate cross-party discussions on marketing strategy and develop financial analysis.
  • Worked closely with the director of corporate development to analyze and develop a dialog with a potential £50-million target for acquisition, ultimately aborted for commercial reasons.
  • Partnered with the international development director to investigate and model potential expansion targets across EU and North American territories.
  • Prepared and presented a monthly analysis of progress and KPIs at a C-suite level to board members of the group PLC company.
  • Collaborated with other M&A staff to develop and refine a tracking process for the deal flow in order to facilitate live updates and review by management.
  • Developed and reported on historic acquisitions with a focus on efficiency and ROI in order to inform future-looking operations.
Focus areas: Board Reporting, Board of Directors, Acquisition Analysis, Business Partnerships, M&A Modeling

Consultant FD

2017 - 2018
Kite, Ltd.
  • Partnered with the CEO to develop a post-acquisition 3-statement forecast from first principals suited to rapidly developing business.
  • Partnered with COO to develop the sales commission structure, including consulting with individual agents and preparing monthly and quarterly calculations and reports.
  • Developed, maintained, and presented the monthly management reports for Canon Europe management, including presentations at board meetings.
  • Partnered with the CTO to continuously develop the internal data model and database schema to ensure data collected was fit for purpose in outwards reporting.
  • Utilized SQL and Tableau to prepare an automatically updated dashboard of KPIs for regular review, and further ad hoc analysis such as pricing and margin analysis across all 1,500 product lines.
Focus areas: Sales Commission Structure, Financial Modeling, Database Management, BI Reporting, Financial Systems

Head of Finance

2015 - 2017
AskDAD, Ltd.
  • Served as the head of finance in a newly incorporated company and developed all transactional, tax and reporting processes from scratch to a very high quality.
  • Partnered with the CTO to specify and develop automated systems to maintain a highly streamlined finance function, including automated billing and direct cost supplier payment.
  • Developed BI reporting and dashboards for live analysis of business KPIs including Tableau with custom SQL, Geckoboard for company-wide in-office presentation and bespoke dashboards.
  • Assumed ownership of all finance, BI, payroll, HR, legal, and compliance functions.
  • Took responsibility for investor relations contact including ad hoc live updates as required and monthly reporting to the board of an FTSE250 company.
  • Developed a commercial strategy in coordination with the CEO, including requirements for operations (supply-side) and pricing analysis (demand-side).
Focus areas: Commercial Strategy, Compliance, Accounts, Business Models, Investor Relations

Commercial Manager

2014 - 2015
Homeserve Alliance
  • Rapidly claimed ownership of month/year-end and audit correspondence, allowing a commercial director to focus on core commercial tasks in the business.
  • Partnered with tech teams to develop an automated billing system, reducing staff time needed for the billing cycle by 40%.
  • Partnered with marketing teams to develop ROI analysis on marketing efforts leading to optimization in marketing effort and efficient use of funds.
  • Developed company-wide business modeling across a variety of products and services, including a streamlined monthly update for actuals and re-forecasted processes to minimize time requirements and maximize utility.
  • Prepared and presented monthly financial summaries and analysis to the parent company's board, a FTSE250 entity.
  • Investigated and developed new potential commercial opportunities, working closely with development and data teams to ensure viability and market fit.
Focus areas: Reporting, Monthly Close Process, Accounting, Commercial Strategy, Business Intelligence (BI), Financial Planning & Analysis (FP&A)

Audit Senior

2010 - 2014
ABG Group
  • Prepared high-quality audit files and performed client-facing audit procedures for a wide range of clients, including global retail and gold manufacturing companies.
  • Worked closely in integrated teams with team leader responsibility while maintaining a focus on team development and training to constantly improve business output.
  • Developed internal systems to automate significant amounts of accounts prep, saving up to 60% of input time for new clients.
  • Gained exposure through audit and account engagements to a very wide variety of financial systems for a large variety of clients, quickly becoming a functional expert in new systems.
  • Consistently improved clients' finance functions through ad-hoc reviews and advice as well as formal engagements of systems review and recommendation.
Focus areas: Financial Systems Development, Team Management, Accounts, Audits
2010 - 2013

Association of Chartered Accountants (ACA) Qualification in ACA in Audit and Accounts

Kaplan Business School - London, UK

2005 - 2008

Bachelor's Degree in Mathematics and Philosophy

University of Warwick - Warwick, UK


Accounting, Financial Modeling, Forecasting, Revenue & Expense Projections, Three-statement Modeling, Financial Planning & Analysis (FP&A), Business Intelligence (BI), Financial Systems, M&A Modeling, Fundraising, Financial Reporting

Output Software

Microsoft Word, Microsoft Excel, Google Slides, Google Sheets, Microsoft PowerPoint

Data & Analysis Software

Xero Accounting, QuickBooks Online, Tableau, SQL

Industry Expertise

Technology, Insurance, Retail & Wholesale

Geographic Expertise

United Kingdom, Mexico


Microsoft 365, Excel Modeling, Analytics, Reporting, Xero, Month-end Processes, Finance, Financials, Budget Modeling, Microsoft Power BI, eCommerce, Business Models, SaaS, Direct to Consumer (D2C), Financial Reporting Dashboards, Enterprise Resource Planning (ERP), Investor Relations, BI Reporting, Database Management, Sales Commission Structure, Business Partnerships, Acquisition Analysis, Board of Directors, Board Reporting, Accounts, Compliance, Commercial Strategy, Monthly Close Process, Audits, Team Management, Financial Systems Development, Analytical Review, Operations Reviews, Business Planning, Independent Business Reviews, Presentations, Communication, Investment Cases, Inventory Management, Financing, Beauty Products

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