Rita Maria Reed, CPA, MBA

Visionary
DISC Type : Ds

Managing Director at Texas Advisory Services

Greater Houston, United States

Overview

Rita is a strategic finance executive and Managing Director at Texas Advisory Services with over 20 years of experience scaling companies. A Wharton MBA and CPA, she is known for her disciplined capital strategy and ability to drive growth. People who have worked with her describe her as insightful, empowering, strategic, and having a positive, "can-do" mindset.

Outside of her executive roles, Rita is a passionate coach and speaker focused on helping ambitious professionals advance their careers and build confidence. She is actively involved in mentoring young professionals and speaks on topics like mindful leadership and personal branding. She also enjoys live music and traveling.

As a New Orleans native, she previously founded an investment bank in her hometown and served on the New Orleans Redevelopment Authority Board.

Personality Overview

Goal-Oriented

Objective Evaluator

Early Adopter

Reading between the lines and seeing beyond your words comes naturally to them.  They are very professional in their approach and can weigh multiple perspectives together. They exhibit a rare combination of being result-oriented but patient at the same time.

Topics They Care About

AI in Finance
A frequent panelist and speaker on leveraging AI and automation to enhance forecasting, manage risk, and drive efficiency for finance leaders.
Career Mentorship
Passionate about coaching talent on how to gain influence and get promoted, which is a core part of her personal brand and speaking engagements.
Go-to-Market Strategy
Focuses on building systems that boards and CEOs trust to deliver consistent GTM and financial results for companies from startup to global expansion.

Media Appearances

Texas Advisory Services expands to Houston with Rita Maria Reed, CPA, MBA as Managing Director. Featured in PRLog

See Now

Work History

2-2026
Managing Director at Texas Advisory Services
11-2021
Investor at Black Venture Institute
2021 - 2025
Finance Director – Global Enterprise Strategic Pricing Lead (Devices Division) at Microsoft
2017 - 2021
Finance Director – Global FP&A & Marketing Controller at Microsoft
2010 - 2017
President and Chief Financial Officer at FFC Capital Markets

Education

MBA from The Wharton School
Education details unavailable from SDA Bocconi

More Information

Social Presence :

Prographics :

Exp : 23 Location : Greater Houston, United States Job Level : Mid-senior Designation : Managing Director at Texas Advisory Services
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Insights For Selling To Rita Maria

During A Call Or A Meeting

DO's

  • Ask them at the end if they see a strong value prop in your product; expect an honest answer
  • Come across as a trustworthy professional and be respectful, they usually know their game
  • Use phrases like 'your team deserves', 'best in class' etc.

DONT's

  • Don't shy away from asking hard questions, but be extra polite
  • Don't get into pricing discussions early on, steer conversation towards proven results
  • Avoid putting conscious effort into relationship-building

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Rita Maria is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from Rita Maria

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will Rita Maria move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can Rita Maria take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And Rita Maria

Personality Compatibility


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