Selina Butterfield-Mashoofi FCA

Enthusiast
DISC Type : i

Chief Finance and Technology Officer at Central Co-op

Lingfield, England, United Kingdom

Overview

Selina Butterfield-Mashoofi is the Chief Finance and Technology Officer at Central Co-op, a £1Bn retailer. An ACA fellow with a background at Amazon and Burberry, she is a results-driven leader focused on driving change in global retail. People who have worked with her describe her as professional, committed, and hard-working.

Her interest in retail began early, influenced by her father who ran a toy company. If she werent in her current field, she would be undertaking humanitarian projects and teaching yoga around the world. She is passionate about building inclusive environments where people can bring their whole selves to work.

Unique fact: Selina was named one of Diversity in Retails "2024 Women to Watch. "

Personality Overview

Optimistic

Amiable & Agreeable

Non-Confrontational

They agree with others often, so exercise caution when relying on their word.  Unlike D or C types, they are convinced more by stories and testimonials. They prefer to build relationships rather than staying totally transactional.

Topics They Care About

AI in Retail
As CFTO, she has led Central Co-op's adoption of AI platforms to modernize operations and is a frequent speaker on the intersection of AI and finance.
Corporate Sustainability
She is guided by her company's purpose to "create a sustainable society for all" and is a key figure in their Net Zero 2040 initiative.
Data-Driven Strategy
Her fascination with data and digitization began during her time at Amazon in the 2010s and continues to shape her approach to business transformation.

Media Appearances

Selina has no verified media appearances

Work History

9-2024
Chief Finance and Technology Officer at Central Co-op
6-2023 - 9-2024
Chief Financial Officer at Central Co-op
2-2023 - 5-2023
Founder at The Retail Boardroom Ltd
7-2022 - 1-2023
Finance Director- Performance and Group Finance at The Very Group
10-2020 - 6-2022
Planning, Performance & Capability Finance Director at The Very Group

Education

2005 - 2008
Education details unavailable from ACA Pricewaterhouse Coopers 2005-2008 London
2001 - 2004
BSc Hons from University of Warwick

More Information

Social Presence :

Prographics :

Exp : 10 Location : Lingfield, England, United Kingdom Job Level : Leadership Designation : Chief Finance and Technology Officer at Central Co-op
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Insights For Selling To Selina

During A Call Or A Meeting

DO's

  • Refer to interesting customer testimonials and stress on great customer experience
  • Speak from experience about success that the product has seen with other customers
  • Compliment them about their personality if you get a chance

DONT's

  • Don’t push them for a direct ‘no’, take lack of ‘yes’ as ‘no’ after some time
  • Don't be critical or challenge them openly, they can react defensively
  • Don’t be too formal with them, they trust informality more

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Selina is

  • Relationship and rapport are valuable for them, but so is proven product value.
  • Will you ever get a clear answer from Selina

  • They probably won't say no directly.


Insights For Deal Planning

    How fast (or slow) will Selina move?

  • They are not the ones to make fast decisions, even while they stay committed.
  • Can Selina take some risk or not?

  • They can take some low-probability risks if needed.

You And Selina

Personality Compatibility


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