At Sift, we pride ourselves on having a leadership team that is not only experienced but also deeply passionate about driving meaningful change. This is particularly true of our Chief Financial Officer (CFO), Erik Meert, a seasoned finance professional who brings over 30 years of diverse experience to the table. With a unique career that spans multinational corporations and entrepreneurial ventures, he is now focused on leveraging his expertise to guide Sift through an exciting phase of transformation.
A journey from multinationals to SMEs
Originally from the Netherlands, Erik has lived and worked in the UK since 1996, dedicating the majority of his career to supporting large multinational companies. His extensive background includes senior roles at notable companies such as Xerox, Pitney Bowes, and WPP, where he led finance teams and contributed to strategic decision-making at divisional board level. However, about a decade ago, he made a significant shift in his career, choosing to focus on small and medium-sized enterprises (SMEs) that are driven by an entrepreneurial spirit and a desire for growth.
This transition allowed him to bring his wealth of experience to smaller, more dynamic companies, where he could have a more direct impact on their development. Today, he works on a portfolio basis, dedicating 20% of his time to Sift while also advising other clients. This approach not only gives him the flexibility he values, but also allows him to apply a broad range of insights gained from multiple industries.
A strategic role at Sift
Since joining Sift in July of this year, Erik has been instrumental in guiding the company through a period of significant change. His strategic vision and direct approach to problem-solving have already started to make a noticeable impact. “At Sift, I’m not just an adviser; I’m fully engaged in executing the strategies we develop. It’s about rolling up my sleeves and working closely with the team to ensure we’re all moving in the right direction,” he explains.
One of the key reasons he was drawn to Sift is the company’s position as a market leader in its field. Despite recent challenges, he sees tremendous potential for growth and profitability. “Sift has a strong foundation and a great reputation, but there’s an opportunity to transform that into a very profitable, growing engine. That’s where my focus lies,” he says.
A focus on execution
For Erik, execution is everything. He believes in the power of making decisions quickly and effectively, based on informed opinions but without overanalysing. “If you wait for the perfect solution, you’ll wait forever. It’s about getting everyone aligned on the best possible solution and moving forward decisively,” he states. This pragmatic approach is central to his leadership style and is a driving force behind the changes currently underway at Sift.
Beyond the boardroom
Outside of work, he enjoys a fulfilling personal life with his wife, with whom he shares a love for animals and the outdoors. Together, they manage a small holding, complete with dogs, chickens, and other animals, which provides a peaceful retreat from the demands of corporate life.
Looking ahead
As Sift continues to evolve, Erik’s experience and strategic outlook will be crucial in steering the company towards a bright and profitable future. His commitment to execution, combined with a deep understanding of the media sector, positions him as a key player in Sift’s ongoing success.
We’re delighted to have Erik on board and look forward to seeing the positive impact he will continue to make as we navigate this exciting journey together.