With over 17 years of experience in the financial industry and 10 years in the digital marketing industry, I offer a wealth of expertise across various accounting and eCommerce fields.
Often, founders wear three hats: as owners, they are emotionally invested in their business but may not be entirely sure where their money is best spent; as finance managers, they strive to keep the company profitable but are often uncertain about how marketing works; and as marketing managers, they are focused on growth and scaling but may lack a comprehensive understanding of the financial priorities across the business to make well-informed decisions. I provide the synergy between these three roles, offering founders the right KPIs to drive their business growth.
I observed a gap in recognising the importance of accurate, up-to-date financial records to provide quality benchmarks for the marketing team. While bookkeepers and accountants handle past financial records, I collaborate with clients to create models that simulate the future growth of their entire business. This approach aligns these projections with their marketing efforts, equipping clients with essential knowledge for business growth and real-time advice on financial decisions
Often, founders wear three hats: as owners, they are emotionally invested in their business but may not be entirely sure where their money is best spent; as finance managers, they strive to keep the company profitable but are often uncertain about how marketing works; and as marketing managers, they are focused on growth and scaling but may lack a comprehensive understanding of the financial priorities across the business to make well-informed decisions. I provide the synergy between these three roles, offering founders the right KPIs to drive their business growth.
I observed a gap in recognising the importance of accurate, up-to-date financial records to provide quality benchmarks for the marketing team. While bookkeepers and accountants handle past financial records, I collaborate with clients to create models that simulate the future growth of their entire business. This approach aligns these projections with their marketing efforts, equipping clients with essential knowledge for business growth and real-time advice on financial decisions
It is commonly known that "80% of businesses fail within the first 5 years, with 40% of them failing in the first year."
However, did you know that almost all successful businesses have a Chief Financial Officer as part of their team?
GRAB MY FREE CFO TOOLS...
Unlock Your Profit Using My Free Calculators & Guidelines.
CFO This role knows a little about everything. (Provides business performance reports, budgets & forecasts, strategy, oversee finance team.)
CFO's and an accountant are very different, however, they are not mutually exclusive. Where bookkeepers and accountants work on your financials for what happened in the past, CFO's creating models and report's to project the growth forward of the whole business a forward looking perspective of your business.
and correlating that with their marketing efforts and providing clients with the knowledge on the numbers to grow their business.
Tax Accountant (Returns, Tax Planning, Business Structure) This is typically a compliance role and a rear-view looking perspective of your business.
Bookkeeper (Some data entry, allocations & reconciliation, payroll, reviews work by admin) This is typically a rear-view looking perspective of your business as transactions have already occurred at time of reconciliation, however, I personally like to aim to have this as an real-time view of your business.
Accounts Payable/Receivable (Managing data entry, entering bills &sales invoices, it can often also preformed by the bookkeeper within eCommerce.
I have had my own experience with building and growing business, not just my clients, so I understand the nuances of each and every department and role that plays a part of growth as well as the external stockholders and how easily information or data could be missing that plays a significant impact in your reports.
I will often talk about Contribution Margin (CM) and Cost per new Acquisition (nCAC). There is often alot of debate that happens around these to figures along and I have a simple metrology that making is easy for both your financial and your Digital marketing team to understand.
These are the rocks, and the rest fo the metrics are the pebbles.
I'm initially from an actuarial sector before my journey into the ecommerce, owning my own brands and digital marketing agency.
Basically we treat our brands like our clients and use the same team (our hub). So my niche is bridging the gap between ecommerce bookkeeping and the digital marketing team.Most of the time the financial team do not understand digital marketing and best practices on setting up the financial reports to give meaningful data to the rest of the company (ie the digital marketing team), and the digital marketing teams do not know whats in the financial reports.
I provide you with your very own slack channel where you will be able to communicate directly with me and my team.
Depending on which package is best suited for you, we will have an allocated 1 hour CFO call each month or quarter.
My goal is to have your reports for the 17th of each month.
To give you some insight on what I am like to work with, for my DISC profile I am a D/C, for the 16 - personalities I am a INTJ-A. I'm Scottish and I also a former Muaythai fighter.
I can be a strong character, financial decisions are the hard ones and you need someone on your team that can make them!
What is the difference between a CFO and the rest of your financial team?
We bridge the gap between finance, marketing, and ownership. Decode complex financial data, optimize growth strategies, and provide tailored solutions for diverse online ventures. From meticulous bookkeeping to strategic KPI-driven growth, our mission is to ensure your eCommerce business thrives sustainably and profitably. Let's transform your financial challenges into growth opportunities together.
Services
Forecast with Key KPI's
Cashflow Management
Inventory Forecasting
Individual Purchasing Order Template
Customer Cohort Model
Weekly Scorecard Dashboard
Profit First Assessment
Optimising Xero Reports
Comprehensive Breakdown P&L/Income Statement
Unit economics
Customer Acquisition Cost /CPA,
Lifetime Value (LTV)
Make Data-Driven Decisions for Your eCommerce Venture
Struggling with managing and costing your diverse inventory?
Are you grappling with maintaining a healthy cash flow?
Finding it challenging to track revenue from multiple sales channels?
Are you unsure where you should be spending your money?
Do you know how you compare to industry standard?
Overwhelmed with financial reports and the data across your marketing channels?
Do you feel that it is too late to make an education decision on spending by the time you receive your reconciled books?
Do you know how much is costs to acquire a new customer?
Are you making money however you don't know where it is?
My 5-Step Process to Run a profitable eCommerce Business
Have your books in good quality and inline with ecommerce best practises.
Through meticulous, simple, accurate and in real time, bookkeeping will provide you with accurate data to calculate your actual contribution margin, new customer acquision cost, and marketing efficiency ratio to be able to provide you with the exact information you need to grow your business.
Optimise your accounting software.
Through optimising your accounting software you will be able to see your health of your business in real time, you'll know exactly where your money is going and make educated decisions on where it's best spent. You'll be ready to scale your eCommerce business profitably and sustainably.
Know your business and personal goals.
Know your business and personal goals. Understanding not only your business goals, by having insight into your personal goals we can integrate them into your business and use these as the the direction on where we are steering the financials. These goals can be use to create your business scorecards
Create your cashflow projections.
Using cashflow projections will provide you with the knowledge you require to understand when and where you need to spend money and the impact in your financial decisions.
Revisit you cashflow projections monthly.
Having projections is not about getting it right, it is about understanding where you went wrong and how to rectify the outcome. Revisit your projections every month before you make new financial decisions will show you the impact on your business before your spend.
Have your books in good quality and inline with ecommerce best practises.
Through meticulous, simple, accurate and in real time, bookkeeping will provide you with accurate data to calculate your actual contribution margin, new customer acquision cost, and marketing efficiency ratio to be able to provide you with the exact information you need to grow your business.
Optimise your accounting software.
Through optimising your accounting software you will be able to see your health of your business in real time, you'll know exactly where your money is going and make educated decisions on where it's best spent. You'll be ready to scale your eCommerce business profitably and sustainably.
Know your business and personal goals.
Know your business and personal goals. Understanding not only your business goals, by having insight into your personal goals we can integrate them into your business and use these as the the direction on where we are steering the financials. These goals can be use to create your business scorecards
Create your cashflow projections.
Using cashflow projections will provide you with the knowledge you require to understand when and where you need to spend money and the impact in your financial decisions.
Revisit you cashflow projections monthly.
Having projections is not about getting it right, it is about understanding where you went wrong and how to rectify the outcome. Revisit your projections every month before you make new financial decisions will show you the impact on your business before your spend.
This done-with-you program is designed for business owners ready to take control of their finances and build a strategic approach to profitability. Through hands-on guidance, you’ll learn how to create stability and set your business up for long-term success.
Term - NO commitment.
1:1 Call to create your 90-day Profit Plan
Gain Clarity on your Numbers
Create a Roadmap for 2025
24/7 Direct Access to me on Slack
Always know the Next Step
Weekly Group Calls
Monthly Workshops
All My Templates
How to Videos on demand
For businesses with $3M+ in annual revenue, this done-for-you service provides expert CFO support to streamline cash flow, maximise profitability, and drive sustainable growth.
This done-with-you program is designed for business owners ready to take control of their finances and build a strategic approach to profitability. Through hands-on guidance, you’ll learn how to create stability and set your business up for long-term success.
Term - NO commitment.
$
999
USD per month
Gain Clarity on your Numbers
Create a Roadmap for 2025
Always know the Next Step
24/7 Access to me in Slack
Monthly Workshops
Direct Access to me
My Report Templates
Profit First Professional
Implement Profit First principles to consistently drive profitability. Say goodbye to cash flow stress and hello to reliable, predictable growth.
For businesses with $3M+ in annual revenue, this done-for-you service provides expert CFO support to streamline cash flow, maximise profitability, and drive sustainable growth.
Judith is a lightning bolt of clear thinking & decisive action
She recently started working with our eCommerce business to give us clarity in terms of financial deci- sion making, and has been able to shed tremendous insight into what has been a daunting area for us as small business owners - financial analytics.
Judith has a wealth of expertise and is as competent deep diving into bookkeeping minutiae as she is building marketing dashboards, cashflow forecasts, and providing top level business strategy (amongst many other things!). As a small business owner it's hard to be strong across all areas of business, and for us, in terms of the financial landscape, it is very much a case of we don't know what we don't know'- Judith is who you want to talk to to help fix that. Highly recommend.
Jordan Barnett
Founder / CEO, Kapow Meggings
I've had the pleasure of connecting with and working together with Judith many times in the past 5 years.
Judith is a natural leader when it comes to business systems implementation and management. She has a magnetic personality, which allows her to lead her team and encourages them to leverage their own resources to think creatively to solve problems. She's also a great mom, a positive spirit, and a shrewd business woman.
William Alexander
CMO, Karma & Luck
Judith is a lightning bolt of clear thinking & decisive action
She recently started working with our eCommerce business to give us clarity in terms of financial decision making, and has been able to shed tremendous insight into what has been a daunting area for us as small business owners - financial analytics.
Judith has a wealth of expertise and is as competent deep diving into bookkeeping minutiae as she is building marketing dashboards, cashflow forecasts, and providing top level business strategy (amongst many other things!). As a small business owner it's hard to be strong across all areas of business, and for us, in terms of the financial landscape, it is very much a case of we don't know what we don't know'- Judith is who you want to talk to to help fix that. Highly recommend.
Jordan
Founder & CEO Kapow Meggings
I've had the pleasure of connecting with and working together with Judith many times in the past 5 years.
Judith is a natural leader when it comes to business systems implementation and management. She has a magnetic personality, which allows her to lead her team and encourages them to leverage their own resources to think creatively to solve problems. She's also a great mom, a positive spirit, and a shrewd business woman.
William
Partner & Head Of eCommerce Karma & Luck
Judith is a great manager/mentor.
Working with her is a continual learning, as she keeps sharing her skills and knowledge to the team and for the growth of the company. She always make sure the team is working efficiently. She is intellectually resourceful and implementing those knowledge to ensure the right systems are in place. I look forward to seeing our company grow under her vision and leadership. I highly recommend working with her!
Hyacinth
Bookkeeper & Accounts Enhanced Australia
Judith is the backbone of the businesses that we have founded.
Her analytical no BS approach to implementing systems, procedures and improving efficiencies has ensured growth which is calculated and predictable.
Not to mention she is an absolute whiz when it comes to understanding the numbers side of the business coupled with marketing insights to increase profitability and decreases expenses.
Truly a pleasure to work with!
David
Founder & CEO, Gripped Fitness Audio
Judith is a lightning bolt of clear thinking & decisive action
She recently started working with our eCommerce business to give us clarity in terms of financial deci- sion making, and has been able to shed tremendous insight into what has been a daunting area for us as small business owners - financial analytics.
Judith has a wealth of expertise and is as competent deep diving into bookkeeping minutiae as she is building marketing dashboards, cashflow forecasts, and providing top level business strategy (amongst many other things!). As a small business owner it's hard to be strong across all areas of business, and for us, in terms of the financial landscape, it is very much a case of we don't know what we don't know'- Judith is who you want to talk to to help fix that. Highly recommend.
Jordan Barnett
Founder / CEO, Kapow Meggings
My Guarantee
If within the first 30 days of us working together and you don't feel like I'm the fractional CFO to provide you and your business the clarity and the value that you require I will honour a full refund.
What a $500,000 Mistake Taught eCommerce Entrepreneurs David Hobdell and Judith Lockhart About Relationships
Start with mutual trust and values; finish with due diligence.
In this series called Member Showcase, we publish interviews with members of The Oracles. This interview is with David Hobdell and Judith Lockhart, co-founders of Digital Sucker Punch, a digital marketing agency specializing in eCommerce growth. It was condensed by The Oracles.
CFO This role knows a little about everything. (Provides business performance reports, budgets & forecasts, strategy, oversee finance team.)
CFO's and accountants are very different; however, they are not mutually exclusive. Where bookkeepers and accountants work on your financials for what happened in the past, CFO's create models and reports to project the growth of the whole business from a forward-looking perspective, correlating that with their marketing efforts, and providing clients with the knowledge of the numbers to grow their business.
Tax Accountant (Returns, Tax Planning, Business Structure) This is typically a compliance role and a rear-view looking perspective of your business.
Bookkeeper (Some data entry, allocations & reconciliation, payroll, reviews work by admin)This is typically a rear-view-looking perspective of your business as transactions have already occurred at the time of reconciliation; however, I personally like to aim to have this as a real-time view of your business.
Accounts Payable/Receivable (Managing data entry, entering bills &sales invoices, it can often also preformed by the bookkeeper within eCommerce.
I have had my own experience with building and growing business, not just my clients, so I understand the nuances of each and every department and role that plays a part of growth as well as the external stockholders and how easily information or data could be missing that plays a significant impact in your reports.
I will often talk about Contribution Margin (CM) and Cost per new Acquisition (nCAC). There is often alot of debate that happens around these to figures along and I have a simple metrology that making is easy for both your financial and your Digital marketing team to understand.
These are the rocks, and the rest fo the metrics are the pebbles.
I'm initially from an actuarial sector before my journey into the ecommerce, owning my own brands and digital marketing agency.
Basically we treat our brands like our clients and use the same team (our hub). So my niche is bridging the gap between ecommerce bookkeeping and the digital marketing team.Most of the time the financial team do not understand digital marketing and best practices on setting up the financial reports to give meaningful data to the rest of the company (ie the digital marketing team), and the digital marketing teams do not know whats in the financial reports.
I provide you with your very own slack channel where you will be able to communicate directly with me and my team.
Depending on which package is best suited for you, we will have an allocated 1 hour CFO call each month or quarter.
My goal is to have your reports for the 17th of each month.
To give you some insight on what I am like to work with, for my DISC profile I am a D/C, for the 16 - personalities I am a INTJ-A. I'm Scottish and I also a former Muaythai fighter.
I can be a strong character, financial decisions are the hard ones and you need someone on your team that can make them!
As a corporate escapee from the actuarial sector, I have successfully launched three of my own eCommerce businesses and gathered insights from hundreds of brands through my digital marketing agency. A recurring observation throughout my journey is the gap between accounting figures and the targets set by founders.
Often, founders may not fully grasp the intricacies of the financial data, leading to them providing misaligned targets to their digital marketing teams. In parallel, while finance teams accurately track expenditures, they might not always have the full context of the potential returns from marketing strategies.
My mission is to bridge this gap. I instill synergy across all departments by simplifying the numbers. This not only streamlines forward projections and budgeting but also strengthens the overall business strategy. My passion extends to mentoring eCommerce founders on finance and analytics, demystifying the intricacies, and ensuring accessibility at every business stage.
