STAFF PROFILE:
Rod Urbina
Chief Financial Officer
READ ON FOR AN INSIGHT INTO THE THOUGHTS
OF PACK & SEND’S CHIEF FINANCIAL OFFICER,
ROD URBINA:
How does your job contribute to the strength of
the group?
As CFO, I see my role as more than just the “numbersman”. I believe what makes a great CFO is someone who
has an in-depth understanding of the business and plays
a major role in helping shape the strategic and operational
focus of the Company.
Nowadays, most systems can produce all sorts of financial
reports that tell the story of what happened financially.
However, spending too much time on what happened
without focusing on what is ahead is fraught with danger.
So I see my role as the translator of historical data into
meaningful information about where the business is going
and whether it is on track with forecasts or budgets.
In other words, for me it’s not so much about measuring
performance, rather about understanding “how”
performance is achieved and providing meaningful and
timely information to help drive a desired result. With this
in mind, I’d say my primary deliverable to the group would
be an understanding of the key financial drivers of the
business.
What do you enjoy most about your role?
Professionally, it’s about being part of a business that is on
the cusp of great things. Being part of the management
team that will execute a strategy that sees the business
grow, as this business will, is exciting for a CFO.
Franchising is unique in that it’s made up of a large group
of parts, each individually small but together a strong force
in business. I enjoy the “small business flavour” one gets
from working within a franchise network. I believe there is
more scope to “value- add” in such an environment than
there might be in say a large body corporate. And that to
me is critically important, that I’m doing something that is
“value-add”.
I also enjoy working in a dynamic and changing
environment. Fortunately for PACK & SEND, we’re in a
growing market, which has significant scope for innovation
and change. I’m a true believer that, if you’re not growing,
you’re dying. And in this business, this means embracing
change. So this business provides that dynamic and
changing environment that I like.
28 | Connect
Where is PACK & SEND headed?
I see the next 5 years as a very exciting time for the
business. I see PACK & SEND delivering on its promise of
“Anything, Anywhere” by becoming the leader in freight
forwarding “solutions”. I emphasise the word “solutions”
because that is what I believe is the DNA of PACK &
SEND; we’re a “solutions” business. The more we become
“everything to everyone” in freight forwarding solutions, the
greater our business will flourish.
Online Self Service is just one strategy we’ve tackled in
providing customers with solutions that enable them to
embrace the PACK & SEND business. I see the others
being further expansion into International markets and
innovative ways of increasing the footprint of our brand; all
of which increase customer awareness and convenience,
a key player in transforming PACK & SEND into the Leader
in Freight Forwarding Solutions.
What is your vision for the development of the PACK
& SEND network?
Having direct access to company-owned stores and
their management affords me a unique and intimate
understanding of how the PACK & SEND business works.
I believe, to be a leader in this market, we need to be
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