800: When the Road Rises to Meet You | John Herman, CFO, Movable Ink

Had the opportunity to work in the treasury department at American Express arrived 6 months earlier, there’s a chance that John Herman may never have landed in a CFO office.

“Treasury was an area that I was fascinated by,” remembers Herman, who—after having spent a decade at American Express—was given a “package” in 2009 when the financial crisis mercilessly bore down on the card services giant.

However, in April of 2010, Herman punted the Amex treasury opportunity in order to accept an FP&A position at Yodle, an online marketing company that was generating roughly $50 million in annual revenue.

“I decided that I wanted to work in an organization where I could make an impact, and I felt that it was time to take a risk in my career,” recalls Herman, who would report directly to Yodle’s CFO and for the next several months be “a department of one.”

“There was this opportunity to build out my team and take on new roles and learn really quickly,” recounts Herman.

Along the way, Yodle would make multiple acquisitions and grow to more than $200 million in annual sales before being acquired by Web.com in early 2016. Herman had steadily advanced upward and eventually into the CFO office, where he ultimately led the due diligence and oversaw the sale process for the Web.com sale.

“It ultimately came down to the fact that it was the right time to sell,” comments Herman, who within 6 months of the Yodle sale closing garnered his second CFO appointment at early-stage SaaS developer Movable Ink.

Six years later, Movable Ink has surpassed the $100 million mark in annual recurring revenue and was recently valued at $1.3 billion—joining a select class of marketing technology brands.

Asked whether he had ever contemplated becoming a CFO during the first half of his career, Herman replies, “I definitely didn’t grow up saying, ‘Someday, I want to be a CFO’—it’s really been a journeyman’s trip to where I have now arrived.” –Jack Sweeney