Translating complex financial data into a narrative that resonates with stakeholders is an invaluable skill for FP&A professionals. This isn't just about crunching numbers; it’s about weaving them into a compelling story that drives decisions and inspires action.
As we gear up for the FP&A Summit in Boston, we spoke with Mathew Reynders, Vice President of FP&A at Outbrain, who believes that mastering the art of storytelling is the key differentiator for financial leaders today.
In this exclusive interview, Mat shares how the power of narrative can elevate the role of FP&A professionals from data analysts to trusted advisors.
1. Mat, can you tell us about yourself?
I’m Mat Reynders – Vice President of FP&A for Outbrain. My career has spanned the media and technology landscape – with roles in finance, operations, and sales.
Today, my responsibilities include financial forecasting, budgeting, M&A analysis, and capital market guidance for one of the largest advertising technology firms in the world.
I live in northern New Jersey with my wife and a very energetic 5-year-old – and when I have a moment, I enjoy playing golf.
2. What will you be speaking about at our event?
My session will focus on the role of FP&A professionals as storytellers. While needing to be grounded in facts and numbers, I have found that the best financial leaders are also masterful storytellers.
They can succinctly explain business performance to those who don’t live in numbers all day – and easily help others to make informed decisions quickly.
I’ll also discuss how finance leaders – and aspiring executives – can leverage their knowledge and expertise to become key advisors – all by using communication and preparation to tell a concise story.
3. What is the main message or key takeaway you hope attendees will gain from your presentation?
I hope that attendees will think about the ways they can better leverage their own experience and expertise in their communications.
Some of the most skilled finance professionals aren’t recognized because they can’t explain their observations clearly.
With an organized approach, knowledge can be easily shared and understood – helping leaders and fellow team members to make critical decisions with better information.
Patrick Dennehy
4. Who is your ideal attendee for this event, and why would your presentation be valuable to them?
I believe that this topic is broad. Anyone who works with financial data, makes business decisions, or communicates with decision-makers can benefit from a thoughtful approach to storytelling.
5. What are you looking forward to the most about the event?
I look forward to connecting with a wide array of finance leaders to learn about their approaches.
6. What's the best career advice you’ve ever received?
1. Spend a lot of time outside of your comfort zone.
Try a different job, sign up for a new task, or take rotation that you have never done before. You’ll learn both from experience, as well as the process of convincing yourself and others that you can do it.
2. Double-check your work.
There’s no better way to undermine your credibility than to move too fast, make a mistake, and waste others’ time.
7. Can you provide a brief teaser of what attendees can expect from your presentation?
What do Oprah Winfrey, Nikki Glaser, and Barack Obama all share with a room full of finance professionals?
It’s simpler than you might think….
This will be a lighthearted approach to a very serious skill.
Teammates, stakeholders, or shareholders want to understand key financial details without combing through spreadsheets.
Finance leaders who can summarize and clearly share those key bullets separate themselves by demonstrating their knowledge and skill. But what looks simple requires time and training to ensure that the story is solid and succinct.
8. What advice would you give to young professionals starting out in the finance industry?
Take time to understand how things work – and the reasons behind them. It’s easy to receive a set of data that shows performance without trying to understand what those numbers reflect.
While simply processing information might get the job done faster – at the next level, you’ll need to understand what made the widget sell faster in June. And if you don’t know what the widget does – or that it sells best in the summer – it will be impossible to explain the performance.
9. How can attendees connect with you after the event to learn more?
Attendees are welcome to connect with me via LinkedIn – or email me at mreynders@outbrain.com. I would welcome the chance to connect and I’m happy to answer any questions or share more information.
Don't miss Mathew's upcoming talk at the FP&A Summit Boston!
Session title: Data storytelling for FP&A: Turning numbers into narratives that drive results
Unlock the power of data storytelling! Join us as Mat not only takes the stage, but takes you on a journey beyond charts and graphs, teaching you how to craft compelling narratives that resonate with stakeholders and inspires informed decision-making
Whether you’re a seasoned finance professional or just starting out, this session is your key to transforming raw data into powerful stories that lead to big changes (for both the business and your career).
Be there to elevate your storytelling skills and make an impact!
See you at the FP&A Summit Boston!
