1186: Keeping the Applause in Check | Adam Goldbruch, CFO, DoorLoop

1186: Keeping the Applause in Check | Adam Goldbruch, CFO, DoorLoop

Adam Goldbruch still remembers the celebration. In 2017, he stood inside a Tel Aviv startup office while employees cheered a milestone: a Disney princess quiz had generated “2.8 million page views,” he tells us. Champagne circulated as the founder delivered a visionary speech about changing communication through content.

At the time, Goldbruch was young enough to be swept up in the excitement, but skeptical enough to question what those metrics truly meant. Three years later, he found himself in the same company leading cost reductions and layoffs after realizing the celebrated KPI had not translated into sustainable value, he tells us.

That experience shaped the finance philosophy he carries today as CFO of DoorLoop. Goldbruch’s career began in construction finance, where he learned unit economics by seeing how materials and labor translated into physical buildings, he tells us. He later built FP&A functions across startups, private firms, and public companies, experiences that taught him how to identify the operational “ropes” that actually move a business forward.

At DoorLoop, that mindset surfaced again when leadership considered several new monetization initiatives. Rather than chase immediate revenue, Goldbruch modeled one-, three-, and five-year outcomes and concluded the company should focus on expanding the number of property units served, he tells us.

For Goldbruch, finance leadership is not about celebrating vanity metrics. It is about identifying the measurements that compound value over time.

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1221: Rebuilding Bread Financial’s Capital Foundation—And What It Made Possible | Perry Beberman, CFO, Bread Financial

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When Perry Beberman arrived at what is now Bread Financial, the company had a balance sheet problem. It was carrying too much leverage, had insufficient capital, and needed a more disciplined approach...

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1220: At Hippo, Growth and Risk Work Together | Guy Zeltser, CFO, Hippo Insurance

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In 2023, Hippo faced what CFO Guy Zeltser describes as perhaps the worst quarter in the insurance company’s history. The response was not to chase growth harder. Instead, leadership made a decision th...

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The New Economics of Revenue | Sam Chung, Chief Customer Officer, Salesforce

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How consumption models, AI, and rising complexity are reshaping the CFO mandateRevenue models are becoming more complex—and for finance leaders, the consequences extend well beyond how a company bills...

7 Loka 50min

2019: Building a Health Plan Around What People Actually Do | Tami Wilson-Ciranna. CFO, Curative

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When Tami Wilson-Ciranna joined Curative in April 2020, the assignment came with what now looks like a spectacularly optimistic assumption: three months.“I met with Fred on a Tuesday and I started on ...

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1218: Why Pegasystems Is Betting on Work, Not Tokens | Ken Stillwell, CFO, Pegasystems

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When Pegasystems began building its cloud business, the economics were hardly what investors would expect from a mature software company. Cloud gross margin was below 30%, recalls CFO and COO Ken Stil...

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2017: A Sharper Portfolio, A Clearer Capital Story | Brittany Cerwin, CFO, Middleby Corporation

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For years, Middleby executives arriving at investor conferences faced a storytelling problem: 30 minutes wasn’t much time to explain three different businesses, each with its own brands, markets, inve...

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People and Places: The Geography of a CFO Career

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CFO careers are often described through titles, companies, and accomplishments. But another force can quietly shape the journey: place.In this themed episode of CFO Thought Leader, five finance leader...

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2016: Building the Operating System for Agentic Automation | Ryan Roccon, CFO, Zapier

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At Zapier, the rise of AI is changing more than the automation products customers build. It is reshaping how the company organizes, invests, prices its offerings, and thinks about its next stage of gr...

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