Blog Post
The New Playbook for Growth: Key Insights from Scrubbed’s “The Future is Fractional”
Discover how top finance and AI leaders are redefining growth in an age of talent scarcity at Scrubbed’s “The Future is Fractional” conference.
EXECUTIVE PANEL
Maximizing Fractional Executive Performance - Strategies from the Frontlines
Nicole Tall
Founder at Tall Tax & Business
Amy Omand
Founder at 7 Seat Consulting LLC
Michelle Murcia
Founder & CEO at Book+Street
Chris Cook
Fractional Chief Financial Officer at FLG Partners
About the Session
Join Aira Pineda (CFO, Scrubbed) and an all-star panel of seasoned fractional leaders as they dissect the mechanics of high-performing fractional relationships.
This session moves beyond the basics to explore how top-tier executives structure engagements, establish accountability, and drive measurable impact during critical growth phases.
Watch this session to discover
- The True Value Proposition: Moving beyond cost savings to “strategic leverage” by accessing specialized expertise precisely when you need it.
- Optimal Engagement Structures: Navigating pricing models—from retainers to value-based fees—to find the right fit for your growth stage.
- Avoiding Common Pitfalls: How to prevent communication silos by treating fractional leaders as integral partners rather than external consultants.
- Measuring Success: Moving beyond hours logged to track meaningful impact through founder confidence and strategic “North Star” goals.
Whether you’re considering a fractional executive for the first time or looking to strengthen an existing engagement, this session provides actionable strategies and real-world guidance from leaders who have mastered the model.
Knowledge Leaders
Meet the Visionaries Behind the Future of Business
Nicole Tall is the founder of Tall Tax & Business and a CPA with more than a decade of financial leadership across industries from consumer brands to blockchain. After several years in the Bay Area, she now operates out of Miami, advising companies from early-stage startups to $100M enterprises. Nicole specializes in financial strategy, forecasting, and operational overhauls that help businesses scale with clarity and confidence.
Nicole Tall
Founder
Amy Omand is a Fractional CFO and founder of 7 Seat Consulting with more than 20 years of experience helping growth-stage, mission-driven organizations accomplish their goals. A PwC alum with an MBA from UC Berkeley, she brings expertise in financial strategy, internal controls, compliance, and scenario planning. Amy specializes in nonprofits and social enterprises, supporting CEOs and visionary entrepreneurs with financial expertise and analytical thought partnership.
Amy Omand
Founder
Michelle Murcia is a finance executive with over 25 years of experience in venture capital, M&A, and strategic financial leadership. As the Founder and CEO of Book+Street, she provides on-demand CFO services to startups and tech companies. Her background includes senior roles at Rev1 Ventures, where she served as CFO and led its investment fund, and Battelle, where she managed VC portfolios and M&A. Michelle is a CPA and holds an MBA from The Ohio State University.
Michelle Murcia
Founder & CEO
Chris Cook is a Fractional CFO with more than 25 years of executive experience guiding companies through strategic growth. She has played a key role in M&A transactions totaling approximately $400 billion in acquired assets and has served as a public-company CFO (NASDAQ: BMRC). Chris also co-founded a fintech platform and advises emerging companies on fundraising, scaling operations, and IPO planning. A multi-award-winning California CPA, she has been recognized by the San Francisco Business Journal as one of the “Most Influential Women in Bay Area Business.”
Chris Cook
Fractional CFO
As Chief Financial Officer at Scrubbed, Aira directs the company’s financial strategy and operations, providing the strategic leadership essential for sustainable growth. Her leadership is built on a foundation of over twelve years in high-stakes financial advisory, primarily at KPMG, where she spearheaded complex projects in financial due diligence, M&A support, and strategic forecasting. A top finisher in the Philippine CPA examination, Aira’s expertise ensures the firm’s financial health—spanning capital management, reporting, and compliance—is perfectly aligned with its organizational goals.
Aira Pineda
Chief Financial Officer
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