The Commercially Attuned CFO Craig Omtvedt, a speaker at the marcus evans CFO Summit XXIV Spring 2012, on driving business growth by being commercially in sync. Interview with: Craig Omtvedt, Former Senior Vice President & Chief Financial Officer, Fortune Brands, Inc.

1. The
Commercially Attuned
CFO
The biggest challenge for CFOs
today is dealing with the new
normal, the dynamic of the global
economy, with slow or no growth in
the US and a Eurozone crisis. CFOs need to
Companies are also trying to take
advantage of opportunities in the
emerging markets, which many
think like
consider as homogenous when they
are the opposite. Dealing with the owners
various challenges - the on again,
Interview with: Craig Omtvedt, off again interest of Russia in
Former Senior Vice President & foreign investment and the
Chief Financial Officer, Fortune demographics of China’s aging
Brands, Inc. population versus India’s youthful industry, and a strong
population - are creating interesting understanding of competitors. That
Chief Financial Officers (CFOs) dynamics. One size does not fit all. drives good decisions. Rather than
need to be commercially attuned operating from the center, getting
and think like owners in order to How can CFOs drive shareholder out and spending time to
enhance the value proposition and value in this setting? understand strengths, weaknesses,
help the business achieve the risk orientation of various
sustainable growth with appropriate CFOs need to focus on the value teams, the various global markets
margins, says Craig Omtvedt, proposition for consumers, to in which they operate, and making
Former Senior Vice President & ensure that what is being sure that the right risk attention is
CFO, Fortune Brands, Inc. “Some engineered into products and new placed at the right time is key to a
CFOs are so focused on IRR that product initiatives represent strong risk program.
they cause the company to lose features that customers are willing
market share, which can ultimately to pay for. Sometimes we see a bureaucratic
be a death spiral,” he adds. or cookie cutter approach where
Simply building the best product in risks are periodically weighed
A speaker at the upcoming marcus the world is no longer good enough. formulaically. That does not serve
evans CFO Summit XXIV Spring There needs to be a dramatic the organization well. Bureaucratic
2012 in Hollywood, Florida, May outward-in focus. process can kill a business as fast
17-19, Omtvedt talks about risk as too little control.
management and setting up the What works well for mitigating
business for success by being in risks? Here again, CFOs need to think like
sync with global markets. owners and make sure that the
The most important technique is mitigation procedures and
What is the top CFO challenge simply having a hands-on programs are timely, make sense
today? knowledge of the business and and are financially viable.

2. About the CFO Summit XXIV Spring 2012
The Finance Network -
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This unique forum will take place at The Westin Diplomat Resort & Spa, Hollywood,
delivers peer-to-peer information
Florida, May 17-19, 2012. Offering much more than any conference, exhibition or
on strategic matters, professional
trade show, this exclusive meeting will bring together esteemed industry thought
trends and breakthrough
leaders and solution providers to a highly focused and interactive networking event.
innovations.
The Summit includes presentations on improving profit margins, the evolving role of
the CFO, risk management and strategically accessing capital in a turbulent market.
www.cfosummits.com
Please note that the Summit is a
Contact
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