Board Advisor


Greater London

Small Business Experience

Simply Media TV



Catalina is a seasoned Portfolio CFO with over two decades of expertise in financial consulting, strategic planning, accounting and controllership within the SME sector. Her proven track record includes transitioning companies like Reader’s Digest from a significant loss to profitability within months.

With a robust history of steering companies through crucial transitions, including M&As and system integrations, Catalina excels in problem solving, team leadership and strategic implementation.

Committed to fostering collaborative cultures and driving business growth, she tailors financial strategies to enhance value for stakeholders and businesses looking to scale.


  • Association of Chartered Certified Accountants (ACCA)
  • BSc in Accounting and Data Processing
  • Certificate in Business Analytics – ACCA & Columbia Business School

Key Areas of Expertise

  • Strategic Financial Planning and Implementation
  • Cash Flow Optimisation
  • Mergers & Acquisitions (M&A)
  • Financial Reorganisation & Change Management
  • Team Building & Leadership
  • Regulatory Compliance and Funding
  • Financial Modelling & Variance Analysis
  • System migrations


  • With a focus on providing an exceptional level of service for SMEs, Catalina’s company has been shortlisted for Customer Excellence Award in the SME London Business Awards 2024
  • She has proven exceptional skill in navigating companies through periods of change, including her pivotal role at Reader’s Digest where she executed a financial turnaround from a £2.4 million loss to breakeven within months, and to £1m profitability within a year.
  • Whilst working at Simply Media TV Ltd and other media companies, she showcased her ability to aggressively scale the size of the business and manage growth sustainably by integrating efficient systems and processes.
  • With a focus on improving profitability and building robust financial infrastructures, Catalina effectively prepares businesses to attract investment and manage substantial growth phases. Her strategic insight and hands-on approach make her an invaluable asset to any SME or scale-up aiming to enhance their financial capabilities and market position.