Open to opportunities

Leona Sammon

@leonasammon

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Senior finance business partner driving ROI through AI-augmented FP&A.

Spain

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What I'm looking for

I’m looking for a finance leadership role that pairs strategic FP&A with automation/AI—turning multi-jurisdiction data into board-ready insights, strengthening marketing ROI, and building inclusive, high-accountability teams.

I’m a strategic finance leader specializing in the economics of high-volume gaming and ROI-driven marketing investment, with a proven track record of managing complex multi-jurisdictional accounting cycles across Europe and offshore jurisdictions. I focus on actionable insights over static reporting—automating commentary and shifting teams from data consolidation to measurable business impact.

I’ve led up to £290M revenue portfolios with inclusive teamwork, data integrity, and disciplined performance management, breaking down silos between Finance and Marketing to improve ROI visibility and forecast accuracy. Most recently, I’ve advanced AI-augmented FP&A by using LLMs for narrative automation, streamlining board pack creation in PowerPoint, and applying human-in-the-loop predictive modeling—so leadership decisions are faster, clearer, and grounded in accuracy. I’m CIMA-qualified with an IESE MBA, and I bring a perfectionist’s approach to integrity, transparency, and change management.

Experience

Work history, roles, and key accomplishments

Current

AI-Augmented Strategic Finance

Current

Professional Development

Jan 2026 - Present (5 months)

Leveraged LLMs to automate the commentary layer of financial reporting, turning complex P&L data into board-ready executive summaries. Streamlined board deck production with AI-assisted PowerPoint workflows and explored human-in-the-loop predictive modeling for FP&A.

LLM Financial Narrative Generation PowerPoint Board Packs Prompt Engineering Advanced Excel Logic Troubleshooting

Senior Finance Business Partner

Tombola

Sep 2024 - Dec 2025 (1 year 3 months)

Led finance business partnering for an online bingo operator with £290M FY2025 revenue, optimizing marketing ROI via channel ROI modeling and customer cohort analysis. Broke down Finance/Marketing silos with improved campaign tracking, strengthened forecast accuracy using Power BI/Tableau, and implemented robust processes to deliver 100% financial accountability across commercial teams.

ROI Marketing Analytics Customer Cohorts Forecasting Power BI Tableau Commercial Finance Partnering

FP&A Manager (FTC Paternity)

Suntory Global Spirits

May 2023 - Mar 2024 (10 months)

Built a forecasting framework that replaced manual data pulls with automated, forward-looking insights to support executive decision-making. Led cross-functional integration across S&OP, Supply Chain, and Marketing to deliver a single version of the truth, and mentored two team members.

FP&A Forecasting S&OP Financial Modeling Revenue Planning Stakeholder Management Mentoring

Private Investment Fund Admin

Private Investment Fund Administration

Jan 2020 - Dec 2022 (2 years 11 months)

Managed offshore LLC establishment and operations, navigating complex international regulatory environments with full KYC/AML and entity setup. Proactively reduced geopolitical risk by transitioning operations from Hong Kong-based services to neutral jurisdictions to improve long-term asset security and transparency.

KYC AML Regulatory Compliance Due Diligence Risk Management Geopolitical Risk Financial administration

Finance Manager & Senior Analyst

Brown-Forman Corporation

Jan 2008 - Jan 2018 (10 years)

Drove 9% volume growth in the Netherlands by identifying the key brand investment and pricing levers that moved results. Led the Spain own distribution model with bottom-line alignment, managed Swiss currency volatility via transparent investment reallocations, and advised the Route to Consumer project to support major contract renewals.

Strategic Finance Financial Modeling FX risk management Revenue Forecasting Financial Governance

Senior Associate Accounting

Amgen

Mar 2006 - Jun 2008 (2 years 3 months)

Served as Senior Associate Accounting, supporting core accounting activities and financial reporting responsibilities. Maintained a strong focus on data integrity and accurate preparation of financial information.

Financial Reporting

Financial Analyst

Hewlett Packard Manufacturing

Jan 2004 - Jan 2006 (2 years)

Worked as a Financial Analyst, providing financial analysis and reporting support. Supported management with accurate, timely information to inform business decisions.

Financial Analysis Management Reporting Advanced Excel

Education

Degrees, certifications, and relevant coursework

IESE Business School

Executive MBA, Business Administration

Completed an Executive MBA at IESE Business School across Barcelona (Spain) and New York City (USA), including a global perspective China module at CEIBS Business School in Shanghai.