Client Stories

Profit Reimagined

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Profit Reimagined

Toronto, ON CDA - also remote

Founder/ Virtual CFO

Christina Sjahli is the founder of Profit Reimagined™, a consulting firm that provides virtual CFO services, including cash flow management, to purpose-driven founders. Prior to founding Profit Reimagined™, she spent 20+ years in financial management and reporting, strategic planning and analysis, and capital raising management for growth-stage and matured companies. She started her career as a consultant and financial auditor with worldwide consulting firms (EY, Pricewaterhouse Coopers, and KPMG) before landing a leadership role inside public companies in the resource sector. She gained experience translating stories behind financial numbers into actionable plans while maintaining relationships with investors and lenders. Over the years, she realized big companies focused on profit for one group's benefit: shareholders, and along the way, businesses destroy the one planet we live on. She founded Profit Reimagined™ and choose to partner with founders that lead businesses as a force for good in the growth stage to build the financial foundation and knowledge. Hence, they are ready for financing and build profit to amplify their social impact. Through her work with the clients of Profit Reimagined™ and show, Her CEO Journey™: The Business Finance Podcast for Mission-Driven Women Entrepreneurs, she shares the good, the bad, and the truth about businesses' financial journey and educates mission-driven women founders to balance between mission and profit, to create an impact in this world, and to achieve financial equality through their business.

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