About Oro Consulting.

Why a single vertical

Most fractional CFOs are generalists. They are excellent at building a P&L, modelling cash, and chairing a board meeting, regardless of industry. That is enough for many businesses. It is rarely enough for a consumer brand.

A D2C brand lives or dies on contribution margin after returns, after acquisition cost, after fulfilment, after the bit of payment processing nobody tracks. An FMCG brand lives or dies on the difference between gross sales and net sales after trade promotions, listing fees, and the slotting allowance the buyer asked for in February. An Amazon seller lives or dies in the gap between gross revenue and what actually lands in the bank after settlement.

These are not small differences from a B2B SaaS or a professional services firm. They are different jobs. Oro exists because consumer brands deserve a finance partner who already speaks the language.

About William Smithwhite

William founded Oro after a career split between large-cap investment banking and building a consumer brand from the inside. He spent five years at Credit Suisse in London and Paris as an investment banking associate on the industrials coverage team, advising on M&A, debt, and equity transactions with over $20bn of combined deal value.

Selected transactions he advised on:

• €7.1bn sale of EQUANS (an Engie subsidiary) to Bouygues — advisor to Engie
• £4.3bn acquisition of Cobham PLC by Advent International — buy-side advisor
• $3.14bn merger of Allego with Spartan Acquisition Corp. III, including a $150m PIPE raise
• $2.2bn take-private of Höegh LNG Holdings by LHC and Morgan Stanley Infrastructure Partners — advisor to LHC
• $1.3bn acquisition of Precoat Metals — buy-side advisor

He then co-founded Fjor, a D2C skincare brand bringing patented biotech to consumers, as CFO and first employee. There he cut customer acquisition cost by 90%, renegotiated the supply chain to 80% gross margin on best sellers, rebuilt operations, and raised a pre-seed round backed by leading early-stage investors including Apeiron Investment Group (Christian Angermayer). It is the same playbook Oro now runs for other consumer brands.

That combination — institutional M&A discipline and hands-on operating experience inside a consumer brand — is what he brings to every engagement. He holds a Master in Finance from IE Business School (Madrid) and a First Class BSc in Physics with Cosmology from Loughborough University.

He is based in Paris and works with UK-domiciled brands across both jurisdictions. Engagements are delivered remote-first with regular in-person sessions in London where the work benefits from it.

What you can expect

• One CFO. The founder of Oro is the person you work with — engagements are not subcontracted.
• Two to six days a month against a fixed retainer, with a one-month rolling exit.
• Direct integration into your stack: Xero, QuickBooks or Pennylane, A2X, Cin7 or Unleashed, Shopify, Amazon Seller Central, Klaviyo, Triple Whale or Northbeam, Inventory Planner.
• A monthly finance pack written for founders, not for accountants.
• A board-ready integrated model that you can actually edit.

Registered details

• Legal name: ORO CONSULTING LTD
• Companies House number: 16400635
• Incorporated: 2025-04-22
• Jurisdiction: England and Wales
• Email: [email protected]