Florent Greth

He then moved to Barcelona and joined Abertis, an infrastructure group then listed on the IBEX 35, as a corporate controller. For nearly four years, he conducted monthly performance reviews of international subsidiaries, strengthened group reporting, led the budget cycle, and built rolling forecasts and multi-scenario projections for management.

At VIIA, he became Financial Manager for Spain and led the finances of the joint venture between VIIA and Primafrio. He established the finance department from scratch, prepared quarterly board meetings and implemented management control. At the rail terminal, he built an activity-based cost model, replaced cost-plus pricing with published per-operation rates, and turned the site into an autonomous profit centre.

At PACCOR, an industrial packaging group, he was a Senior Controller tasked with turning around a struggling management control and accounting department. He restored compliance with group reporting deadlines, became the financial point of contact for the CEO and board, introduced rolling forecasts at 1, 3 and 12 months linked to production planning and cash flow, and led the migration from QlikView to a modern BI tool.

He joined Iter Advisors in 2024 as a fractional CFO for SMEs and scale-ups with revenue of €2 million to €8 million. His engagements include managing SaaS metrics and the three-year plan of a B2B software company with €3 million in ARR, securing non-dilutive financing for the international expansion of an adtech business with €8 million in revenue, renegotiating a hospitality group's mortgage debt, and modernising e-commerce finance functions with Pennylane and Payhawk. He also supports fundraising, data room preparation and sell-side due diligence.

His career, from a Big Four firm to major groups and then growing SMEs, shapes what he brings to business leaders: the reporting discipline of a listed group, adapted to the pace and resources of an SME.

Educated at ESADE Business & Law School, he works in French, Spanish and English and uses Catalan in a professional setting.

A partner since February 2026, Florent leads Iter Advisors' fractional CFO practice. He manages the firm's CFOs and finance managers in Spanish-speaking and French-speaking markets and oversees the quality of deliverables: monthly closes, reporting, cash flow forecasts and budgets.

He remains directly involved in a portfolio of engagements, structuring the finance function, selecting and deploying tools including Pennylane, and preparing decision-making information for management and investors.

• Benjamin Ziza
• Sébastien Doat
• Guillaume Rostand

A tool integration is assessed against a specific scope: the original system, modules, data migration, interfaces and checks. The firm’s Pennylane review complements this work by presenting uses, limitations and selection criteria.

Iter confirms four years of using Pennylane and its use for approximately 50% of clients. This collective experience highlights accounting centralisation and preparation of clean bookkeeping inputs, while noting that reporting remains limited. It is not a count of migrations personally completed by Florent.

• Iter Advisors’ Pennylane review (French)
• Accounting organisation and coordination
• Reporting and management control