ACCA-qualified and holding FMAAT status, Dannielle has spent her entire career in accountancy and business administration. She progressed quickly through both in-house and in-practice positions to become a Senior Accountant, Director of Accountancy Services, and Head of Accounting.

In her early roles, Dannielle managed a portfolio of up to 370 clients, specialising in producing accounts and guiding SME clients through business dissolution and liquidation processes. This was across a wide range of sectors as diverse as consultancy (IT, pharmaceutical, marketing) and financial services.

Dannielle also provided tax advice, personal tax returns, P11D management, property and share investment accounts, and complex financial planning for foreign clients.

Subsequently, she took on responsibility for preparing management accounts for companies of £2 million+ turnover, alongside reporting, multi-currency bookkeeping, and VAT. During this time, she developed significant expertise in financial and accountancy software solutions, including Xero, CCH (Wolters Kluwer), IRIS, TaxCalc, Quickbooks and FreeAgent. 

Moving into a Director of Accountancy Services role, Dannielle then oversaw the performance of the accountancy business itself. Not only with regard to the financials, but also in relation to key metrics influencing the service delivered to the business’s clients, including quality standards and service levels.

A critical focus for her in this role was also ensuring that corrective and preventative actions were put in place in response to negative feedback or complaints. This included implementing systems to improve productivity and efficiency and therefore reduce error.

Dannielle’s teambuilding and change management skills came to the fore in this role. She also made good use of her commercial acumen and communications skills to forge close relationships with the business’s marketing function and devise strategies for content and promotions that would attract new clients.

Combining her expertise in optimising MPA’s internal accounting operations with her commitment to enhancing the quality, breadth, and accessibility of services for SME clients, Dannielle brings a wealth of skills and insight to her role.

Over the course of her career, these skills have enabled Dannielle to address both client and accountancy business pain points, including:

Cash flow forecasting 

Ensuring clients have a clear understanding of the cash available to grow the business, the actions that will enhance it, and factors that may negatively impact it

Key Performance Indicators (KPIs)

That align both the accountancy business and clients’ own business performance with planned financial and commercial objectives

Budgeting 

Helping clients and the accountancy business to plan and execute spend for maximum return

The need for Increased efficiencies

Through the use of technology, tools, and smarter processes - reducing error, duplication and manual intervention, and enabling greater responsiveness to client needs

Cost savings 

Putting in place timely information and insight to prevent poor business decisions that can be expensive or require costly rework to correct

Knowledge gaps 

Advising clients on the breadth of available services available (e.g. bookkeeping and credit control) that they may be unaware of. Helping to reduce their administrative burden and enabling them to be more productive and profitable in their core business activities

Quality of service

Freeing up teams for training and upskilling, through more efficient technology and processes, so they can constantly improve and deliver better service

• Healthcare, retail, and automotive (in-house)
• IT, pharmaceutical, marketing, financial services, and high net worth individuals (consultancy)
• Delivering client-centric value, through the ability to communicate and explain simply, and personalise communication to each client’s specific circumstances
• SME focus, ensuring that internal processes and value delivery respond comprehensively to SME pain points

• Bookkeeping
• Budgeting
• Business exit, dissolution, and liquidation
• Cash flow analysis and forecasting
• Communication
• Complaint resolution
• Customer service
• Efficiencies and cost savings
• IR35
• KPIs – setting and achieving
• Legal and compliance
• Management accounts
• Operations management
• Payroll
• People development, training, upskilling, and teambuilding
• Reporting
• Taxation and personal tax

In her spare time, Dannielle likes to keep in shape, enjoying both yoga and running, and she’s also a keen gardener. For more leisurely pursuits, she favours baking and the company of a good book.