Season 2 • Episode 1

In today’s hyper connected marketplace, the Chief Financial Officer’s role has evolved far beyond traditional financial stewardship. This executive discussion explores how modern CFOs have become critical guardians of brand value, wielding financial discipline as a strategic weapon to protect and enhance corporate reputation. As stakeholders increasingly scrutinize not just what companies earn, but how they earn it, CFOs find themselves at the intersection of financial performance and brand integrity. They must navigate the delicate balance between short-term profitability and long-term brand sustainability, making decisions that resonate far beyond the balance sheet.

Join Virginie Costa, a global business executive who has served as CFO for brands, such as Mondelez, Wella, Godiva, Burberry, and Hermes, as she shares her experience in how forward-thinking CFOs are redefining their mandate to protect their companies’ brands through rigorous financial governance, ethical investment strategies, and transparent reporting practices. Virginie will explore real-world scenarios where financial decisions directly impact brand perception, from ESG reporting and supply chain investments to crisis management and stakeholder communications.