About

Hi, I’m Vini Meirelles.

I navigated the corporate world for over a decade, building my career at KraftHeinz across multiple countries and roles. I worked my way up to CFO for the company’s German and Polish businesses. I later led finance for a $2.5 billion food service division in the USA. Before that, I had spent four years in FP&A and investor relations for a major railroad company in Brazil.

At some point, however, I realized that growing in my corporate career would take more than just performing well at my job. It would take a lot of effort in corporate politics, among other things, which didn’t attract me. Moreover, I experienced firsthand how leadership changes within the organization could derail my career, which seemed to happen more and more frequently. I didn’t want those forces to dictate my future anymore.

With COVID, the food service business I was working in took a significant hit. I was let go as part of a company restructuring. That triggered me to make a change and start building my practice instead of pursuing another full-time job.

I craved independence, the ability to work from different places, and the chance to focus on high-impact projects rather than spend too much time in meetings and corporate bureaucracy. But I also faced a steep learning curve. Business development was a whole new world, and I quickly realized that showcasing my skill set alone wasn’t enough—I had to articulate my value in a way that attracted clients. I made mistakes, pursued the wrong types of engagements, and sometimes wondered if I had made the right choice.

Initially, I positioned myself as a Fractional CFO. As I worked with different clients and learned what worked and what didn’t, I shifted my focus to high-impact financial transformations—where I could drive measurable change rather than provide ongoing support. This shift aligned better with my skills and resonated better with my target audience - mid-sized food companies undergoing some transition. 

Today, I work with companies that need fundamental financial transformation, helping them break through inertia and execute meaningful change.

While the entrepreneurial journey is never without uncertainty, I’ve learned that control over my path is worth every challenge. My mission is to help businesses cut through the noise, execute financial strategies that matter, and become more efficient and nimbler.