Ashona Kooblall left her position as CFO of iOCO, EOH’s largest operating division, on 31 May 2024. After just six weeks at Natura&Co, she returned to EOH as the group chief financial officer of the JSE listed technology company which primarly serves blue-chip and multinational companies. As a key executive, she now forms part of the strong leadership needed to drive growth and profitability.

Ashona’s return was a surprising turn of events that was welcomed by the leadership and finance teams of EOH. Her resumption was met with great excitement from all stakeholders, including customers with whom she had built strong relationships. She believes this is the best decision she has ever made as she loves what she does and feels suited for the role.

‘The EOH leadership and the finance team made me feel that my leadership style was certainly missed. I decided to follow my heart. The group CFO role aligned to my career aspirations, and I felt that it was an opportunity for me to continue the good work that we had started at the company,’ Ashona says.

‘I am very business-centric and people-driven. A finance leader needs to have a strong business mindset, together with great people skills. Competence and trust remain at the heart of success. CFOs today are more of value officers who need to be able to participate in all facets of organisational success which is something clients, shareholders and stakeholders appreciate,’ she adds.

Diverse experience

Ashona’s upbringing instilled in her a strong work ethic and a passion for continuous learning, traits that have been essential throughout her career. She is determined and perseverant, with a focus on defining and achieving her goals while demonstrating strong leadership to guide her teams.

Beginning her career as a senior auditor at PwC, she built a solid foundation in finance and leadership and has since gained extensive experience in high-growth, purpose led and multinational environments across the FMCG, manufacturing, retail, and technology sectors. Her finance leadership roles at Tiger Brands, Nike, and iOCO have shaped her belief in the power of resilience, strategic thinking, and the importance of empowering teams to achieve collective success.

‘From my diverse experience in major organisations, I’ve learned the importance of strategic agility. I focus on value creation and believe a CFO has to lead by example. Leading through periods of rapid change and economic turbulence has taught me that staying adaptable and continuously reassessing strategies is vital for sustained success. Driving a growth mindset and creating value for companies is critical as a CFO. Having adaptability allows me to navigate challenges and seize new opportunities for growth and improvement. Effective leadership also involves creating an environment where team members feel supported and empowered,’ Ashona explains.

Rise to management

Her ascent to the upper echelons of management is due to her financial savvy, strategic insight, and commitment to living the company’s values while prioritising culture over profit. In addition to her financial expertise and leadership abilities, Ashona has a keen sense of emerging technologies, embracing advancements like AI to drive efficiency and unlock new opportunities, making her a forward-thinking leader in finance.

A good work plan, in Ashona’s view, involves aligning financial strategies with business objectives while ensuring rigorous financial oversight. She focuses on setting clear performance targets, closely monitoring key financial metrics, and implementing robust governance practices. Prioritising risk management and operational efficiency is crucial, as is driving innovation in financial processes and systems. By regularly reviewing progress and adapting strategies based on market conditions, Ashona ensures that the organisation remains aligned with its goals and supports sustainable growth and most importantly value creation for all stakeholders. To enhance team performance, she encourages her team to advance their education, fostering continuous growth and achievement.

Sustainable financial reporting

Ashona views financial reporting as a crucial element that offers a clear view of an organisation’s financial stability and performance.

‘At EOH and throughout my career, I’ve focused on ensuring that financial reports not only reflect current profitability but also address financial sustainability. This involves evaluating how well the company is positioned for long-term stability, managing risks, and responsibly allocating resources to support enduring growth. By integrating these elements into our reporting, we ensure our practices promote both financial health and resilience,’ she explains.

Ashona advises those starting out in their careers to focus on continuous learning and adaptability. Ashona emphasises the need for team work and diversity in teams. Remaining objective in tough situations is key. She advises seizing every opportunity to build skills and knowledge while being open to constructive feedback. Building strong relationships and finding mentors are key elements that can significantly support growth.

Ashona emphasises the importance of collaboration for success in any business setting. She takes pride in being an influential leader who ensures no one is left behind, as everyone matters. Staying true to her cultural beliefs and living by her values drives her daily. She believes that perseverance and maintaining a positive attitude, even when faced with obstacles, are crucial to achieving success.

Transformative impact

‘Outside of my professional role, my passion for travel allows me to connect with diverse cultures and gain new perspectives, enriching both my personal and professional life. I am committed to living with purpose and values, and I passionately work to make a positive difference in my community by supporting girls’ education and the Aryan Benevolent Homes, causes that are deeply personal to me. This commitment stems from my belief in the inherent value of every individual and my desire to continue the community work that my father championed during my upbringing,’ Ashona says.

Ashona admires Nelson Mandela for his qualities of leadership, resilience, and transformative impact that align with her own professional achievements and personal values. She also looks up to Indra Nooyi, the former CEO of PepsiCo, for her strategic vision, leadership, and focus on sustainability, values that resonate with Ashona’s own emphasis on strategic planning and growth. Her favourite book, The Blue Line Imperative by Kevin O’Marah, underscores the importance of combining operational efficiency with strategic vision to achieve meaningful results and long-term growth.