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Revenue is growing. But is your cash flow getting healthier?
A business can be having its best sales month ever and still feel financially stressed.
Why?
Because revenue isn't cash flow.
As a business grows, a few things can happen at the same time:
→ More invoices are issued, but customers take longer to pay.
→ More suppliers mean more bills sitting in Accounts Payable.
→ More transactions make bookkeeping harder to keep clean.
→ More employees and tools increase operating costs.
→ More sales can create a bigger working capital gap.
That's why I think Accounts Receivable and cash conversion deserve as much attention as revenue growth.
A few numbers I like to keep an eye on:
1. Accounts Receivable Aging
How much cash is still sitting with customers?
2. Days Sales Outstanding (DSO)
Are customers taking longer to pay as the business scales?
3. Accounts Payable
Are upcoming obligations putting pressure on cash?
4. Bank Reconciliation
Can management actually trust the cash balance they're looking at?
5. Operating Cash Flow
Is the business actually generating cash from its operations?
Growth should ideally create more financial capacity, not just more transactions.
Sometimes the most valuable finance work isn't finding another way to increase revenue.
It's making sure the money you've already earned actually makes its way into the business.
AccountingBusiness StrategyFinancial AnalysisCanvaMicrosoft Excelcashflowmanagementaccountingaccountreceivables
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A year ago, I moved from our i18n team at Canva, where I led and supported template campaigns built around cultural insights, local context, and the nuances of how people celebrate, communicate, and create across different locales.
Now, on Growth, my design team's starting point looks different. We work mainly from SEO data, search behavior, and signals around what people are actively looking for 👀
Different insight. Different source. Same creative process: find the signal, ground it in real-world research, understand the person behind it, and turn that understanding into something useful, relevant, and worth creating.
It’s honestly been interesting to see how changing the input can change the output, while the fundamentals of good design stay surprisingly the same.
Here’s a look at what my team has been making so far this year! ✨
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Disclaimer: Performance metrics shown are illustrative and for presentation purposes only
Social Media & Paid Media Strategy Tre Sorelle
I supported Tre Sorelle, a Saudi luxury fashion brand, with social media growth, paid media planning, audience research, competitor research, and organic community engagement.
What I worked on
Paid Media Strategy
Built a structured audience-testing approach for GCC markets.
Planned separate age-group ad sets to identify stronger audience segments.
Supported TikTok Traffic campaign setup, including targeting, placements, budget and creative configuration.
Reviewed creative performance signals such as views, engagement and play time to inform creative testing decisions.
Assessed Meta Business access and tracking requirements and identified issues preventing Instagram ad setup.
Audience & Competitor Research
Researched luxury, modest-fashion and abaya audiences across the GCC.
Analysed competitor positioning, content styles, visual presentation and engagement approaches.
Identified opportunities for Tre Sorelle to strengthen its organic presence and connect with more relevant audiences.
Organic Growth
Started strategic community engagement by researching relevant fashion audiences and conversations.
Engaged with relevant users through existing community conversations rather than relying on mass or artificial engagement.
Focused on building genuine awareness and identifying potential customers and advocates.
Tools
TikTok Ads Manager · Meta Business Suite · Shopify · Instagram · Canva · Google Sheets · Google Docs
Project focus
The overall objective was to create a more structured approach to brand visibility, audience growth, engagement, website traffic and future customer acquisition, while using research and performance data to guide decisions.
Great strategy work! 👏
“Building an automated Excel Budget Planner with dashboards, expense tracking, and financial insights.”
