Cfo Thought Leader

Adam Goldbruch still remembers the celebration. In 2017, he stood inside a Tel Aviv startup office while employees cheered a milestone: a Disney princess quiz had generated “2.8 million page views,” he tells us. Champagne circulated as the founder delivered a visionary speech about changing communication through content.At the time, Goldbruch was young enough to be swept up in the excitement, but skeptical enough to question what those metrics truly meant. Three years later, he found himself in the same company leading cost reductions and layoffs after realizing the celebrated KPI had not translated into sustainable value, he tells us.That experience shaped the finance philosophy he carries today as CFO of DoorLoop. Goldbruch’s career began in construction finance, where he learned unit economics by seeing how materials and labor translated into physical buildings, he tells us. He later built FP&A functions across startups, private firms, and public companies, experiences that taught him how to identify t