Built Tracksuit's Revenue Standard From Competing Figures and Found Millions Unbilled
Tracksuit is a Series B brand tracking platform serving marketing teams across New Zealand, Australia, the US, and the UK. When Hawkey joined in May 2024 as the company's first internal finance hire, Finance and Data were each producing a different revenue figure. He rebuilt ARR, GRR, and NRR from first principles so movements reflected customer behaviour rather than currency noise, establishing one revenue definition across Finance, Data, board reporting, and GTM.
He has since built a lean finance team of three supporting a 200-person business; together, they reconciled the financial ledger against the data warehouse line by line and introduced AI agents to automate processes previously taking days. Hawkey cut month-end close from 25 days to 7 and invoicing cycles from 7 days to 1.
AI-assisted reconciliations surfaced millions in delivered work that had never been billed. He also led the finance workstream for Tracksuit's April 2026 acquisition of Hall Technologies and sits on Mayday's APAC Financial Leaders Advisory Council.
Finance is one of the most under-leveraged growth levers a startup has.
The best finance leaders don't just keep the books. They extend runway,
structure capital that changes what a company can do next, and build the
systems that let it scale across borders.
Startup Finance 30 is the first list built to recognise that work.
Beginning in 2026 and continuing annually, we name 30 finance leaders at
venture-backed, globally ambitious startups. The operators shaping how the
next generation of companies grow.
What Startup Finance 30 is
“
Who's doing the most consequential finance work in the startup world right now?
This list is the answer.
FAQ
More information on how SF30 works.
Who's behind Startup Finance 30?
Startup Finance 30 is published by Airwallex. We built it because we work with globally ambitious companies every day, and the finance leaders driving that growth deserve more recognition than they get. Selection sits with the committee.
Who selects the final 30?
A committee of operating CFOs and finance leaders. They score every candidate against a five-part merit rubric and ratify the final list. See the full
selection methodology.
Is there a fee? Can I pay to be included?
No. It's free to enter, and recognition is earned on merit.
