How to Become a Finance Director: Career Advice from ZELUS’ Conor Wright
Inside Retail with ZD. Real conversations with the people shaping retail today.
Conor Wright is Finance Director at ZELUS. His career has taken him from an accountancy apprenticeship at RSM, through commercial finance roles at Iceland Foods, to becoming Finance Director at ZELUS. We asked him what it really takes to progress into senior finance leadership, why commercial understanding matters and how AI is changing the future of finance.
Quick read:
- Who: Conor Wright, Finance Director, ZELUS
- In this piece: How to become a Finance Director, progressing from Financial Controller, developing commercial finance skills, leadership and the impact of AI on finance careers.
How do you become a Finance Director?
There isn’t one fixed career path to becoming a Finance Director.
Conor Wright started his career through an accountancy apprenticeship at RSM, completing AAT and ACA before becoming a qualified Chartered Accountant at just 23.
He then spent five years at Iceland Foods, developing experience across commercial analysis, Financial Planning & Analysis (FP&A) and Finance Business Partnering.
It was here that he began to see finance differently.
I realised I wanted to drive a business rather than report on one.
In 2020, Conor joined ZELUS as Financial Controller, progressing to Head of Finance in early 2021 and Finance Director in January 2022.
His experience shows that becoming a Finance Director isn’t simply about qualifications or technical accounting knowledge. It’s about understanding how businesses operate, developing commercial judgement and being prepared when opportunities arise.
What is the difference between a Financial Controller and a Finance Director?
For Conor, one of the biggest changes in progressing to Finance Director is moving from managing the finance function to influencing the wider business.
As FC, you’re largely responsible for making sure finance works. As Head of Finance, you’re responsible for making sure the finance team works. As FD, you’re increasingly responsible for helping make sure the business works.
While Financial Controllers typically focus on reporting, financial controls and ensuring finance operates effectively, Finance Directors take on broader commercial and strategic responsibilities.
Conor now spends very little time producing accounts or reports himself. His role is predominantly commercial, strategic, people-related and Board-focused.
The modern FD can’t live inside the finance department.
He believes the strongest Finance Directors understand operations, commercial strategy, technology, people and the wider decisions shaping an organisation.
For anyone aspiring to make that step, becoming a Finance Director isn’t simply about becoming better at finance. It’s about becoming better at business.
Why commercial understanding matters in finance
One of Conor’s biggest learning experiences has been helping ZELUS navigate significant growth.
Supporting a growing business has reinforced the importance of understanding cash flow, working capital and the financial implications of commercial decisions.
Everybody learns that ‘cash is king’, but you don’t really understand what that means until you’re personally responsible for making sure a rapidly growing business has enough of it.
He sums up the distinction between profitability and cash particularly well.
EBITDA doesn’t pay the wages. Cash does.
For Conor, commercial finance leadership also means being prepared to take calculated risks, while understanding the potential downside.
You have to be prepared to back your judgement and take calculated risks, but equally understand the downside and make sure that no single decision puts the wider business at risk.
His advice for aspiring Finance Directors is to understand what drives revenue, margin and cash, get involved in wider business discussions and learn how financial decisions influence the organisation’s performance.
How to progress your career in finance
When Conor looks at the people he hires and develops, technical competence matters, but attitude is just as important.
Technical competence matters, but I want people who think for themselves.
He values people who take ownership, look for solutions and show curiosity about what’s happening beyond their immediate responsibilities.
Look for the people who want to understand what’s happening outside their job description.
His approach to career progression is built around three things:
Take ownership. Don’t simply report problems. Think about potential solutions and how you can contribute.
Build commercial experience. Get involved in wider business conversations, understand operational challenges and learn from senior stakeholders.
Do the job before you have the title. Demonstrate that you’re capable of taking on greater responsibility rather than waiting for a promotion.
My promotions and pay increases have generally followed the work rather than preceded it.
Conor also believes it’s important not to become so focused on a particular career plan that you overlook opportunities to develop.
Sometimes the role that offers the greatest long-term experience isn’t the one with the biggest immediate salary increase.
What makes a good Finance Director and leader?
As Conor’s responsibilities have grown, so has his understanding of what good leadership looks like.
Despite finance being a numbers-driven profession, his approach is firmly centred on people.
You’re managing people, not robots.
For Conor, effective leadership means treating people with respect, creating an environment where they want to work and being prepared to make difficult decisions when necessary.
Building trust with other senior leaders is equally important.
He believes a Finance Director’s role isn’t simply to challenge decisions or identify risks, but to help the business find better solutions.
Is there a better way of achieving what we’re trying to achieve?
Strong finance leadership means combining commercial judgement with the ability to build relationships, develop teams and influence decisions across the organisation.
How is AI changing the future of finance?
Conor believes AI has the potential to fundamentally change how finance teams spend their time.
Traditionally, finance professionals have spent significant amounts of time gathering information, preparing reports and producing financial data.
As technology automates more of that work, Conor believes the real value of finance will increasingly come from interpreting information and influencing what happens next.
The value of finance therefore moves towards understanding it, challenging it, communicating it and influencing what happens next.
He expects repetitive reporting processes to become increasingly automated, giving finance teams more time to focus on analysis, commercial decisions and strategic thinking.
But he’s clear that technology shouldn’t replace human judgement.
Use AI to challenge your thinking, not outsource it.
For future Finance Directors, that means developing the ability to use technology effectively while strengthening the commercial understanding, critical thinking and communication skills that businesses will continue to need.
ZD Perspective
At Zachary Daniels, we work with finance professionals and leadership teams across Retail and Consumer, and Conor’s experience highlights an important point about career progression.
Strong technical accounting knowledge remains essential, but it’s rarely enough on its own to move into senior finance leadership.
The professionals who stand out are often those who can demonstrate commercial understanding, communicate confidently with senior stakeholders, influence decisions and understand how different parts of a business contribute to its performance.
And as AI changes how finance teams operate, the ability to interpret information, challenge assumptions and provide meaningful commercial insight will become increasingly valuable.
For anyone aspiring to become a Finance Director, the opportunity is to start developing those skills now rather than waiting until you’re applying for the role.
Quick fire with Conor
Can you become a Finance Director without going to university?
Yes. Conor started through an accountancy apprenticeship and qualified as a Chartered Accountant at 23.
What’s the biggest difference between a Financial Controller and a Finance Director?
A Financial Controller makes sure finance works. A Finance Director helps make sure the wider business works.
What commercial skills should aspiring Finance Directors develop?
Understanding cash flow, working capital, business performance and how financial decisions support growth.
What qualities does Conor look for in finance professionals?
Technical competence, curiosity, independent thinking and a willingness to take ownership.
What’s his biggest piece of career advice?
“Do the bigger job before asking for the bigger title.”
Conor’s journey from apprentice to Finance Director shows that progressing in finance is about much more than qualifications or technical knowledge. It’s about developing commercial understanding, taking opportunities and learning how to lead others.
At Zachary Daniels, we support finance professionals across Retail and Consumer, helping people take the next step in their careers and businesses build the finance teams they need to grow.
If you’re considering your next move in finance or looking to strengthen your finance team, we’d love to hear from you.
FAQs
How do you become a Finance Director?
There isn’t one fixed route. Professional accountancy qualifications, experience across financial reporting and commercial finance, strong leadership skills and an understanding of business strategy can all support progression into a Finance Director role.
What qualifications do you need to become a Finance Director?
Many Finance Directors hold professional qualifications such as ACA, ACCA or CIMA. Conor qualified through AAT and ACA after starting his career as an apprentice, demonstrating that university isn’t the only route into senior finance leadership.
How do you move from Financial Controller to Finance Director?
Moving into a Finance Director role requires broader commercial and strategic experience. Alongside technical finance expertise, professionals need to develop leadership skills, understand business operations and demonstrate the ability to influence senior-level decisions.
What skills does a Finance Director need?
Finance Directors need technical accounting knowledge, commercial awareness, strategic thinking, cash flow management, leadership and strong communication skills. They also need the judgement to balance growth opportunities with financial risk.
How is AI changing finance careers?
AI is increasingly automating aspects of financial reporting, data processing and analysis. This creates opportunities for finance professionals to focus more on commercial insight, critical thinking, decision-making and influencing business strategy.
< Back to list
