Craig
Blakeman

WHO I HELP 

Group businesses. Owner-managed companies. SMEs. Service businesses. SaaS companies. Manufacturing businesses. Wholesale businesses. Leadership teams. Boards of Directors. Growth-focused organisations. 

HOW I HELP 

Management information reporting. Strategic budgeting. Forecasting. Financial planning and analysis (FP&A). Board reporting. Value creation strategies. Digital advisory. Dashboard reporting. Resource allocation analysis. Capital allocation decisions. Performance improvement. Operational efficiency. Financial strategy. Management accounts. Cashflow planning. Business advisory support. 

“Helping clients navigate value creation.” 

Craig Blakeman is a Senior Accountant at AAB, helping businesses turn financial information into meaningful strategic decisions. Working closely with leadership teams and business owners, Craig supports clients with management information, forecasting, budgeting, and value creation initiatives that drive growth and maximise shareholder value. Combining strong commercial awareness with a passion for continuous improvement, he helps businesses gain confidence in their financial reporting, improve operational performance, and make better-informed decisions for the future. His expertise spans financial planning and analysis, management reporting, digital advisory, and helping businesses use data to unlock long-term value. 

Turning Financial Data into Strategic Decisions 

“My career has always been driven by a fascination with value creation and helping businesses realise their full potential. Previous experience working on value creation projects showed me how the right financial strategy can transform a business and create meaningful outcomes for shareholders, management teams, and employees alike. Seeing the impact those decisions can have continues to motivate me today and shapes the way I support clients as a Senior Accountant. 

A large part of my role involves helping businesses understand not just what their financial results are telling them, but what actions they should take next. Every week, I review management accounts, forecasts, and financial analysis before presenting findings to boards and leadership teams. My focus is always on connecting the numbers back to the wider strategy, helping clients understand how financial performance supports their long-term objectives. 

Alongside reporting and advisory work, I spend significant time supporting strategic budgeting projects and digital advisory initiatives. These projects help businesses improve the quality of their management information while increasing the speed and accessibility of reporting. Better information leads to better decisions, and helping clients build stronger reporting processes is an area I find particularly rewarding” 

Making a Positive Impact 

“The most satisfying aspect of my role is becoming strategically involved in a client’s journey and working alongside them towards a shared objective. We are often in a position where the advice and support we provide can significantly influence the future direction of a business, and being part of that process is incredibly rewarding. 

One client relationship that stands out began when a Group CEO approached us with concerns about the reliability of their management information. The business had complexities around revenue recognition, which created uncertainty around the figures being presented. By addressing those issues and improving the quality of reporting, we were able to restore confidence in the numbers and provide management with a clearer picture of business performance. 

More recently, we helped reduce one client’s month-end reporting process from approximately 20 days to just 5 days, with a future target of 3 days. We have also implemented live dashboard reporting for clients, giving them real-time access to key business data and allowing leadership teams to make faster, more informed decisions. Seeing clients engage with the information and use it to improve performance is one of the greatest rewards of the role.” 

Commitment & Dedication 

“For me, building strong client relationships starts with understanding what matters most. Every business has different priorities, challenges, and ambitions, so I always begin by identifying the issue that will have the greatest impact on the client and then focusing on solving it as quickly and effectively as possible. 

Trust is built through accountability. I believe clients value advisers who communicate openly, keep promises, and take ownership when challenges arise. While technical expertise is important, relationships are strengthened through consistency, transparency, and delivering on commitments. 

One of the greatest compliments I can receive is seeing a client actively engage with the work we are doing together. Finance is not always every business owner’s favourite subject, so when clients begin using the information, acting on recommendations, and genuinely engaging with the financial strategy, it demonstrates trust and confidence in the support we provide.” 

A Compassionate Approach 

“One of the most valuable lessons I’ve learned throughout my career is the importance of surrounding yourself with the right people. Whether raising finance, scaling a business, or implementing strategic change, having access to the right network and expertise can make a significant difference to the outcome. Building strong professional relationships remains one of the most valuable assets in business. 

I also strongly believe that collaboration drives better results. Within my own team and across the wider AAB Group, I enjoy working alongside talented colleagues who bring different strengths and experiences to the table. The breadth of expertise available across the business allows us to provide more comprehensive support and creates exciting opportunities for both clients and colleagues alike.” 

Tackling the Challenges 

“One of the biggest challenges in my area of expertise is balancing the growing demand for strategic financial support with the time and resources available. My approach is centred around continuous operational improvement, both internally and for clients. By improving efficiency, leveraging technology, and streamlining processes, we can deliver greater value while maintaining high standards of service.” 

MORE THAN SPREADSHEETS 

“A common misconception about finance is that it revolves solely around spreadsheets and reporting. In reality, every set of accounts tells a story. Each reporting period represents another chapter in a client’s journey, and our role is to help interpret that story, understand what it means, and influence what happens next.” 

INNOVATION WITH PURPOSE 

“Looking ahead, I’m particularly interested in developing my financial planning and analysis expertise, especially around strategic budgeting, scenario planning, and integrated financial modelling. I’m also passionate about digital advisory and ensuring clients benefit from the latest technologies that improve reporting, accelerate decision-making, and drive long-term value creation.”