Areas of Expertise
  • SaaS
  • Consumer Electronics
  • Software
  • E-commerce
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Case Studies in International Expansion: Lessons Learned
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5 Lessons in Cash Management from a CFO
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Anne Samak de la Cerda

Anne Samak de la Cerda joined FLG in 2020, and has over 20 years of international experience as Strategy and Finance executive at consumer and health technology companies, with a focus on scaling operations and successful exits. Anne helps companies navigate the challenges of high growth including access to capital in Europe and in the US, M&A, restructuring and exits. As a team builder and mentor, Anne helps implementing processes and drive structural changes in demand planning, forecasting, cash management and people management across geographies.

Prior to joining FLG, Anne served as consulting CFO to several technology start-ups in the Bay Area spanning from robotics to medical device, assisting them with business planning, fund raising and cash management.

Previously she served as CFO of Withings, the leading provider of medical-grade patient-generated data, where she led the process to sell the company to Nokia Technologies for $200M. During her tenure at Withings she built the accounting, consolidation, financial planning & analysis and legal teams in a context of high growth across continents. At Nokia Technologies, she led all finance and operations related integration activities post acquisition of Withings: reporting, systems integration, SOX compliance. She also led the restructuring and spin-off of the Digital Health business unit.

Prior to that she served as CFO of, a leading online shopping marketplace in Europe, listed on Euronext Growth.  She helped the company expand its market footprint by raising capital and closing the acquisition of Microsoft’s assets and of dooyoo (a competitor in Germany). During her tenure post IPO, the share price tripled, and Anne eventually also managed the sale to Lagardère Group for $120M.

She spent the first 10 years of her career in Strategy and business planning roles in the telecommunications and media industries, from PwC in London to the Vivendi Group in Paris.

Anne earned her Master’s degree from the ESCP, a top business school in France, and completed the INSEAD Transition to General Management program. Anne speaks fluent French, Spanish and German.

Sector Experience
  • Consumer
  • Technology
  • Life Sciences
  • Internet
  • Medtech
Selected Engagements
Yohana LLC E-Commerce Private
ONI Medtech Private
Springboard EdTech Interim CFO Private
Tile, Inc. Electronics Interim CFO Private
Videos Featuring Anne Samak de la Cerda
CFO Insights: Anne Samak de la Cerda

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