About

John Ashley — operator first, advisor second.

ACMA-qualified Finance and Operations leader with 25 years inside cloud, e-commerce, retail and FMCG. Comfortable briefing CEOs and CFOs weekly, with full P&L ownership where required.

In short

Strategy, finance and revenue operations — built inside hyper-growth.

I build the strategies, telemetry and operating cadences that move large field organisations from a position to a number — most recently $13B to $15B at AWS EMEA in 2024.

Chiltern Advisory exists to bring that operating muscle to SME and PE-backed leadership teams who need senior, accountable finance and operations leadership without the cost or commitment of a full-time hire.

  • ACMA, CGMA — Chartered Institute of Management Accountants
  • BA (Hons) Economics — University of Portsmouth
  • Generative AI Leader — Google Cloud
  • Situational Leadership Facilitator — Ken Blanchard

Career

Selected leadership roles

Amazon Web Services

Jan 2024 – Jul 2025

Director of Strategy & Operations, EMEA

Strategy and operations leadership for a multi-$Billion EMEA business through a year of double-digit growth. Set the SAP, data-centre-exit and AI go-to-market motions, and scaled telemetry to a global seller base.

AWS

Jun 2020 – Nov 2023

Head of Strategy, Operations & Enablement — UK&I, Nordics, Benelux, Baltics

Partnered with two MDs to near-double the region across three years. Material gains in seller productivity, win rate, migration velocity and partner-sourced pipeline.

AWS

May 2019 – Jun 2020

Head of Finance, AWS UK & Enterprise EMEA

First AWS finance leader located outside Seattle. Full P&L ownership for the UK Branch through a year of strong double-digit EMEA growth. Co-authored the EMEA Large Enterprise sales strategy.

Amazon

Mar 2017 – May 2019

Head of Finance, FBA & Marketplace (UK)

P&L ownership for the majority of Amazon UK — a multi-$Billion business. Launched Small & Light and Seller Fulfilled Prime, and protected a material revenue base through the 2018 UK VAT change.

Amazon

Dec 2013 – Mar 2017

Head of Finance, Hardlines · Head of FP&A

Category and FP&A leadership inside Amazon Consumer.

Earlier

Pre-2013

Arcadia Group · RHM Food Group · Dawson Group PLC

Finance Director for Burton and Dorothy Perkins at Arcadia. Earlier finance roles in branded FMCG and distribution.

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