As a Virtual CFO, I help service based founders bring order to financial chaos,  turning fast growth into scalable, sustainable success.

My mission? To help ambitious founders make smarter financial decisions, build real wealth from their innovation, and create companies that don’t just grow,  they endure.

With deep expertise in strategic finance and scaling high-performance businesses, I partner with founders who want more than growth, they want clarity, control, and cash flow confidence.

I get how it feels to lead a business moving at lightning speed; the pressure to grow, hire, fund, and forecast all at once. I’m here to give you the structure, insights, and financial strategy that keep you in command, not reacting to fires.

I provide tailored financial architecture designed for service based businesses ready to level up from messy growth to measured success all built around The Profit Revolution Framework™, my strategic advisory framework that turns rapid growth into lasting wealth and freedom.

Profit Architecture – Build a clear profit model that aligns with your growth goals. Understand where your money’s made (and lost) — and design a system that multiplies returns.

Cashflow Forecasting & Financial Visibility – No more guessing. See your numbers in real time, forecast with confidence, and make strategic decisions based on data — not gut feel.

Scalable Systems – Create the financial infrastructure your business needs to grow — from reporting frameworks and KPIs to cash management and automation that free up your headspace.

Revenue Streams & Pricing Strategy – Optimise pricing models and recurring revenue structures for predictability, performance, and sustainable scaling.

Leadership Decision Support – Gain access to CFO-level strategic thinking without the full-time hire. I act as your sounding board for big decisions — funding, hiring, margins, or expansion.

Through The Profit Revolution framework™, I help service based founders:
Turn rapid growth into predictable, sustainable profit
Gain full financial clarity and decision-making confidence
Build financial systems that scale with them
Create a business that funds innovation and freedom

If you’re a service based founder ready to build financial systems that match your company’s ambition, let’s talk.

I’ll help you go from flying blind to leading with financial command using a framework built for founders who move fast, think big, and expect excellence.

The Profit Revolution™  Where clarity meets control, and growth becomes lasting wealth.

Sharon Crombie

Lever Impact

Managing Director

aciae

aciae is a pioneering sustainable fashion brand that creates stylish and affordable products made from post-consumer materials. Our first sustainable shoes collection is made of ocean-bound plastics and other recycled materials, designed to be 100% recyclable and cold-water machine washable. With our Australian based end-of-life program, we are creating a future where waste is non-existent and advocating for conscious consumption by helping consumers lead more sustainable lifestyles.

Founder & Director

Climate Salad

Entrepreneur in Residence

Mentor

Infostatus

Chief Sustainability Officer

SproutX

Lead Mentor

Beston Global Food Company

Chief Commercial Officer (CCO)

General Manager, Nutritionals

Partners for Purpose

Non Executive Director

Murray River Organics

Head of International Markets

Fonterra

●	Report to Australia Reginal Director, responsible for Ingredients Solutions, Business to Business (B2B) revenue generation, and NZMP brand growth through existing and new business opportunities
●	Develop overall Australia Ingredients business strategy focusing on category plans for Nutritionals, Cheese, and Protein
●	Establish and manage cross-functional teams from R&D, Regulatory, Manufacturing & Quality, SOP, and Executive leadership team on high value speciality business projects. This includes paediatrics nutrition commercial and venture partnerships, sports nutrition white label and global sourcing, and new product launches in high value export markets.
●	Lead marketing, innovation, product management for Ingredients business, manage a portfolio of over 3000 dairy ingredients for Australia domestic and export channels, promote an innovation pipeline that has achieved over $26m incremental Contribution After Marketing (rolling 12 months)
●	Establish network with regional offices around the globe, develop channel and distribution plans to launch Fonterra products in domestic market; equally develop high value export markets to promote Australian propositions. Leadership in this role has been instrumental for Fonterra NZMP global sourcing strategy  
●	Champion for inner company entrepreneurship, create value by leading change programs within the organisation, challenge current process and develop business plans for new business line that grow Fonterra Australia’s share in global market.

General Management - Business Development

Nuchev Limited

●	Full P&L responsibilities for Nuchev Food, the commercial division of the Group
●	Responsible for the commercial brand plan including market and consumer insight analysis, customer acquisition strategy, trading term optimisation and consumer retention
●	Lead global marketing team through all phases of brand creation and management, including concept development, product launches and new market strategy
●	Head-up sales efforts in domestic and overseas markets, developing distribution channels and customer acquisition strategies
●	Manage innovation pipeline and portfolio, contributing to new product development and new market initiatives
●	Successfully launched Oli6 brand in Australia, establishing distribution with major pharmacy banners in over 800 stores, increasing brand awareness from zero to 9% of market share within 6 months, achieving a 90% customer retention rate. Oli6 is now recognized as a leading brand in its category
●	Instrumental in launching Oli6 into overseas markets, achieving a global distribution in over 1000 retail stores and major online e-commerce platforms 
●	The business line continues to achieve double digit growth in the first year of launch.

General Manager Commercial

●	Developed the group business plan, attracting initial capital injection 
●	Built the company from initial concept in 2014 to a current headcount of over 20 FTEs working in two offices across two countries
●	Played a key role in attracting talent, resources and top executives from across the globe to join Nuchev
●	Secured contract manufacturing agreements valued with an Australian-based  high-profile food processing company 
●	Negotiated a key ingredients supply contracts valued with one of only two ingredient suppliers in the Netherlands despite a high scarcity of ingredient supply
●	Established relationship with regulatory and affiliation bodies such as the Department of Health, Infant Nutrition Council (ANZ), Australia Trade, and Custom Inspection and Quantum (China), contributing to accelerated product launches and shorter time frames for access to market.

General Manager Strategy & Business Development

Tina is an active adviser with experience in corporate finance and transformation. With a visionary approach to preserving the health of people and our planet, she contributes intellect and expertise to lift business performance and impact, developed corporate strategy and investments that address ESG risks, managed pre-revenue to IPO transactions, drove double-digit growth year on year in highly volatile markets, devised new product/service offerings via partnerships that increase a brand's share of wallet, created asset sharing to achieve sustainable business growth. 

With over 20 years of global experience across Consumer Goods, Manufacturing, Agriculture, Technology, Infrastructure Investment, and the Public Sector, Tina has created professional & personal networks worldwide that have expedited Go to Market strategies & transformed operating models establishing baseline sales & operations locally & globally. 

Qualified as a CA, holding an Executive MBA with GAICD credentials, plus Business Sustainability Management, ESG Reporting & Investment certifications under her belt (coupled with GRI, GHG Accounting & SASB experience), Tina brings modern governance considerations with ESG effectiveness. Tina mentors executives through CAANZ & MBS to empower business leaders with impactful missions.

Tina Li  GAICD

taplio

The Battle

Sharon Crombie

Tina Li GAICD

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