What clients and colleagues say

No business can thrive without a good handle on the numbers, and there is no one better at getting those pesky digits in the right order at the right time. But here is the best bit - she can actually tell you what they mean and what you need to do next. Daniya is a rare breed. She is highly skilled in her area but also has experience as a founder to move beyond the spreadsheet and think about growth, team, ops, marketing, and all the other things your business needs.

Daniya made an immediate impact on the business and very quickly established herself as someone with exceptional commercial and financial capability. What impressed me most was her ability to make sense of a complex and fast-moving P&L incredibly quickly. Within a very short space of time, Daniya had developed a deep understanding of the commercial drivers across the business and was able to translate data into clear, actionable insight that genuinely supported decision-making at leadership level.

Daniya is a brilliant finance leader because she brings more than just strong financial rigour. She has a super-sharp commercial brain and really understands how to connect the numbers to the way a business actually grows.

This was hugely valuable during our time at WillPowders, particularly given the pace and environment where the financial picture, customer metrics and marketing investment all needed to join up. The thing I really valued most was that Daniya understood the marketing model, not just the spend. She could look at the numbers, understand what was driving performance, and help turn that into a clearer commercial story for my team, our MD and most importantly, the founders.

The work she produced was consistently thoughtful, clear and of the highest quality, especially around board reporting and helping translate marketing performance into something everyone could understand and trust.

She was also a brilliant partner to me personally. Insightful, supportive, commercially sharp and always willing to challenge or back the right thinking for the right reasons. I really valued her counsel, her calmness and the way she brought proper financial rigour without ever losing sight of the bigger growth picture we were driving.

I thoroughly enjoyed working with Daniya again and would recommend her without hesitation.

Daniya is brilliantly creative, results-focused and a truly motivational leader. She's a force to be reckoned with, a catalyst making things happen and delivering results. To top it all: the loveliest person too. I recommend her without hesitation.

We managed to turn the business around, thanks to Daniya's work - I still have her listed in my contacts as 'Daniya Angel'.

Daniya is a rare kind of CFO. She doesn't just understand the ins and outs of optimising a business's financials - she gets the full business mix. She's sharp on the numbers and tuned in to how a brand got there, and where she can create efficiencies.

It's unusual for a finance lead to genuinely understand the nuances of marketing, but Daniya has lived and breathed small businesses and brings a genuinely collaborative approach. Working in partnership with her is a pleasure, and if you're ready to sharpen your business, make smart decisions, and see the results roll in, I'd call her. Fast.