ABOUT BETH
A Different Kind of Finance Leader
The story behind twenty years of finance transformation and the personal transformation that changed everything.
“I came out the other side not just healed but genuinely transformed. And everything I do now is shaped by that.”
MY STORY
2019 Was the Year That Broke Everything Open
In 2019, I was a Finance Director at a well-known Texas brand. By every external measure, things were on track. I was leading a team, delivering results, performing at a high level.
Then the year began to accumulate. My dog was diagnosed with cancer, and I did what I always do when something matters, I went deep into the research. I was reading studies, learning about nutrition and supplements, making his food from scratch, trying to understand how to heal him from the inside out. It was the beginning of an education I didn't yet know I was starting.
Then I lost one of my closest childhood friends to suicide. It was a shock that moved through everyone who loved her, including her own family. None of us had known how much she was struggling. Her absence left a kind of silence that is difficult to describe even now.
Then I went through a divorce.
Three profound losses, arriving in the same year, while I kept showing up to lead a team. I was good at performing composure. But my body was keeping an honest record of everything I had pushed through.
“Panic attacks. Eczema from head to toe. Fatigue that sleep couldn't touch. Gut symptoms that wouldn't resolve. My nervous system had finally reached its limit and it was telling me the truth in the only language I had left to hear.”
I could have managed the symptoms. Instead, I wanted to understand the root cause.
I found a functional medicine practitioner and went through extensive health testing. What came back confirmed what I had suspected, years of high performance under chronic stress had taken a measurable physiological toll. The emotional weight of that year had finally exceeded my body's capacity to absorb it silently.
Then COVID arrived. And for once, the world's pause aligned with mine.
I spent those months in what I can only describe as a healing cocoon. I meditated. Did yoga. Journaled every day. Focused on detoxing, rebuilding my nutrition, and finally getting quality sleep. I listened to podcasts for hours and read everything I could find on stress physiology, gut health, sleep science, and functional nutrition. I didn't just want to recover, I wanted to understand how the body and mind work well so I could build a version of myself that wouldn't need to recover again.
I earned a Nutrition Science Certificate from Stanford. I pursued ICF certification as a Health, Life, and NLP Transformation Coach. I became obsessed with the science of how humans feel, function, and perform at their best because I had experienced, firsthand, what happens when all of that quietly collapses.
And I did build that new life. I came out the other side not just healed but genuinely transformed.
WHY THIS SHAPES EVERYTHING
The Parallel I Didn't Engineer But Can't Ignore
This is why I work with wellness companies. And this is what I mean when I say I understand your mission from the inside as someone whose life was redirected by it.
The functional medicine approach that changed my health is built on one foundational principle: don't treat the symptoms. Find the root cause. Understand the underlying systems. Fix the foundation, and the downstream problems resolve.
I apply exactly the same thinking to finance operations.
When a wellness company comes to me with late reporting, a chaotic close, systems that don't communicate, or a team that's overwhelmed, I don't patch the surface. I map the underlying workflows, find where the breakdowns actually originate, and redesign the foundation. The symptoms disappear because the cause is gone.
I didn't engineer that parallel for a brand story. It's simply who I became. Someone who learned through personal necessity to think in root causes. And the companies I'm most drawn to are the ones building the tools that help people do the same thing for their health.
Your mission is too important to be held back by a finance function that can't keep up. I made it my professional focus to be the person who fixes that.
And because I've lived through what your team is about to face, the uncertainty, the discomfort of learning something new, and the doubt about whether it will actually work, I don't show up asking them to do something I haven't done myself. I've been on the other side of hard transformation. I know what it takes to land there well, and I know how to bring people with me.
WHAT I BRING TO THE WORK
The Combination That's Genuinely Rare
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Precision That Goes All the Way Down
Over the course of my career, a reputation followed me that I didn't seek out. Executives began asking me to proofread contracts and legal documents before signature, not because it was my job, but because they trusted that if something was off, I would find it.
That same precision applies to everything I do: financials, KPIs, dashboards, reporting architecture, workflow design, systems integrations. I notice the anomaly. The pattern that doesn't hold. The process nobody has questioned in years that's creating errors three steps downstream. Seeing clearly is foundational to transforming clearly and it's something I've been told, repeatedly, is unusual.
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Technical Depth Across the Full Finance Stack
Twenty plus years of hands-on finance work across public companies, fast-growing consumer brands, multi-entity nonprofits, SaaS, and wellness means I've built real fluency at every layer: GAAP accounting, revenue recognition, cost accounting, inventory management, ERP migrations, close process redesign, audit leadership, and systems integration.
I don't recommend tools I haven't worked inside, or processes I haven't redesigned myself. The technical credibility is earned, not assumed.
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NLP Coaching + The Science of High-Performing Teams
My NLP Transformation Coaching training gave me something that genuinely changes how I lead: the ability to understand what's actually happening for the people around me. I know how to work with someone who is overwhelmed and not just manage around them. How to help a team member reframe a challenge they've convinced themselves is a wall. How to create an environment where people feel genuinely seen and heard.
That is how I have built high-performing finance teams from the ground up, not inherited them, built them. And I bring the same approach to every team I step into, because a team that is well rested, clear, and not running on cortisol, focuses better, solves problems faster, and stays.
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Genuine Alignment With the Wellness Mission
I am a CPA and CMA who holds a Stanford Nutrition Science Certificate and ICF Health Coaching certification, because health is not a professional niche I chose for market reasons. It is a world I live in, have been transformed by, and am genuinely passionate about.
I show up to client work as my most vibrant self because I prioritize sleep, nutrition, movement, and stress management. I understand the science of human performance from both study and lived experience. And I believe, without reservation, that the companies making people healthier deserve operational excellence to match their ambition.
Ready to Work With Someone Who Gets It?
The finance expertise. The wellness alignment. The root-cause thinking. Let's talk about what transformation could look like for your company.