Meet Kevin Shannon, CFO
Financial clarity starts with understanding your mission, and the money behind it.
In business, mission is everything. Your “why,” your purpose, the people you serve, and the life you’re trying to build. But here’s the truth I’ve learned over years of working in finance: Without money, there is no mission. And without mastery of money, that mission rarely becomes what you hoped it would be.
I’ve seen this play out in every environment imaginable. From multi-billion-dollar corporations during my years at PwC, to the 50+ small businesses I’ve served as a fractional CFO. The pattern is always the same: A strong financial ground game wins.
Running on gut instinct, hope, or half-understood numbers doesn’t. Money isn’t just a scoreboard. It’s a tool. It tells you where to place your time, energy, and resources so your values actually show up in your business.
Helping owners make that connection — where their money finally supports their mission — is the work that lights me up every day. Small businesses are underserved financially, and I’m on a mission to fix that.
My Background (Without the Corporate Fluff)
Before founding Emerald CFO, I spent years helping companies navigate financial systems, big decisions, and complex operations.
At PwC, I led projects that redesigned financial, accounting, tax, and technology processes for Fortune 500 companies. I became known for taking complicated concepts and explaining them simply — something owners still thank me for today.
As CFO for a portfolio of construction, real estate, and service businesses, I helped overhaul systems, improve cash flow, and support major deals including M&A and real estate transactions. I handled everything from reporting and forecasting to HR, payroll, tax planning, and investor relations.
Through Emerald CFO, I’ve now
advised more than 50 small business owners across service industries, helping them regain control of their financial future.
How I Work
I explain the numbers clearly
You’ll always understand what your financials mean and why they matter. No jargon, no pressure — just clear explanations you can actually use.
I give direct, practical recommendations
I’ll tell you what I recommend and why, so we can take action with confidence instead of second-guessing and worrying about how it will get done.
I show up as a steady partner
I look to build long-term relationships as an executive peer, not a vendor. I give you real operating experience and bring clarity to the constant tradeoffs of running a business.
Why This Work Matters To Me
When a business owner finally sees a clear path forward — not just financially, but personally — it’s transformative. I’ve watched owners go from stressed and reactive to confident and intentional. Their teams feel it. Their families feel it. Their mission grows stronger.
Helping owners reach that point is deeply gratifying. It’s why I get out of bed every morning.
Through a strong partnership, I know we can help you gain mastery over your business outcomes and financial future. If you’re struggling with clarity, cash flow, growth, or decision-making, I’d be glad to hear your story and understand what’s getting in your way.
