Shelley Webb

Senior finance leader with 15+ years' experience across commercial, operational and strategic finance, including Finance Director and Head of Finance positions. Proven track record of partnering with MDs, COOs, Operational Directors and senior leadership teams to improve financial performance, strengthen commercial decision-making and build effective finance functions. Experienced in leading large teams, multi-site and multi-entity finance operations, budgeting and forecasting, management reporting, commercial analysis, financial controls, process improvement and business transformation.

Commercially focused and highly hands-on, with a strong ability to translate financial information into clear, actionable insight for financial and non-financial stakeholders.

HEAD OF COMMERCIAL FINANCE at APP Wholesale (2025-01 – Present)

Newly created senior commercial finance role working closely with the Divisional Finance Director to establish and develop the commercial finance function.

• Lead a team of two and provide commercial finance leadership across the business.
• Own reporting across the organisation, including executive and trading board reporting and operational dashboards for branches.
• Lead annual budgeting and quarterly reforecasting; deliver product and category performance analysis.
• Implemented, designed and rolled out Power BI reporting capability.
• Work with central finance teams to improve processes, systems and financial controls.
• Act as a trusted finance partner and sounding board to Sales, Operations and Commercial Directors and their leadership teams.

FINANCE DIRECTOR at Direct Link (2024-04 – 2025-01)

Finance Director for the UK arm of PostNord International, responsible for the finance function supporting the UK operation.

• Led Purchase Ledger, Sales Ledger and accounting teams; owned senior management reporting and monthly/year-end accounts.
• Managed cash flow and audit processes and led annual budgeting and quarterly forecasting.
• Responsible for HR activity including payroll processing, company handbook, training and new starter contracts.

HEAD OF OPERATIONAL FINANCE at Uniserve Group (2020-09 – 2024-04)

Joined as Finance Business Partner for a UK division comprising nine warehouses and five transport operations, creating site-based finance functions where finance had historically been centrally controlled. Promoted to Head of Operational Finance with responsibility across SeaFreight, Airfreight, European Operations, subsidiaries and new business acquisitions.

• Led the Group's operational finance division and managed a team of 30+.
• Partnered directly with the MD, COO, Operational Directors and central finance leadership.
• Recruited, trained and managed seven site-based finance teams and established finance capability across multiple operational sites.
• Led senior management reporting, monthly/year-end accounts, annual budgeting and quarterly forecasting.
• Challenged Business Unit and Business Leaders to optimise financial and operational performance.
• Developed operational finance strategy and reviewed consolidated Group accounts and performance with the COO and MD.

FINANCE MANAGER at DHL (2017-11 – 2020-08)

Finance Manager supporting major Panasonic and TUI warehouse and transport contracts, reporting to the Transport Operational Director.

• Managed financial reporting across two open-book and two closed-book contracts and supported the Financial Controller across additional accounts.
• Produced weekly internal/external reporting and analysis, monthly accounting, budgeting, reforecasting and profitability analysis.
• Identified a historical loss-making rate card, built the commercial case and negotiated directly with the customer and Operational Director.
• Secured sign-off on a two-year deal that increased rates to a profitable position for the business.

COMMERCIAL BUSINESS ANALYST at Greencore (2015-06 – 2017-11)

Newly created commercial finance role bridging Sales and Commercial Finance.

• Delivered product/category performance analysis, budgeting, reforecasting and weekly/monthly/quarterly reporting.
• Identified a product invoice-cost variance resulting in £100k+ annual payment deductions, resolved the issue and implemented controls to prevent recurrence.
• Streamlined costing processes and delivered internal Excel training.

TEMPORARY ASSISTANT FINANCE MANAGER at DHL (2015-04 – 2015-05)

• Supported weekly and month-end reporting, journals, balance sheet reconciliations, customer review packs, flexible budgets and site KPI reporting.
• Cleared a backlog of financial analysis and reporting following a period of interim management.

FINANCE ANALYST at Hewitsons (2013-08 – 2015-01)

Worked closely with the Finance Director and Managing Partner to analyse and improve financial processes and position.

• Created reports using Microsoft Query, SQL and Impromptu; delivered cash flow analysis, budgeting and daily/monthly/quarterly reporting.
• Finalised prior-year accounts and helped streamline the year-end process.

ACCOUNTS ANALYST / SENIOR FINANCE CLERK at Wincanton (2011-11 – 2013-08)

Promoted to Senior Finance Clerk in October 2012.

• Managed payroll, cross-charge reporting, cost/revenue reporting and invoice queries.
• Took sole responsibility for Preferred Haulier reporting and invoicing after implementing a robust process, worth £2m annually.

ITQ Level 1; English Level 2; ECDL Essential & Extra; Maths Level 1; Introduction to Accounting – Northampton College (2011 – 2012)

GCSEs in English, Mathematics, Science, Art, Wood Technology and Geography – Passmores Comprehensive School