Waqas Ahmed

Championing Financial Integrity and Strategic Vision

Waqas Ahmed

Head of Finance & Business,

First Entertainment Holdings

Asia’s defining characteristic is its vast economic diversity, spanning fast-growing emerging markets and established economies. This diversity presents CFOs with complex regulatory challenges, cultural variations, and shifting market expectations. Here, the focus often extends beyond financial performance to include long-term sustainability and ethical business practices, creating both challenges and opportunities for strategic financial leadership. Waqas Ahmed, Head of Finance at First Entertainment Holdings, excels in this dynamic environment. With over a decade of experience, he has mastered the art of transforming financial strategies to unlock growth and enhance efficiency. Specialising in strategic financial leadership, Waqas is adept in budgeting, forecasting, and implementing financial controls to optimise performance and mitigate risks. His expertise spans multiple sectors, including manufacturing, services, and retail, consistently delivering impressive results. Waqas’s global experience empowers him to navigate diverse financial landscapes while maintaining a deep understanding of local markets. Passionate about aligning financial strategies with overarching business goals, he has a proven track record in value creation. Committed to leveraging his financial management, risk mitigation, and business leadership skills, Waqas continues to drive sustainable growth, positioning First Entertainment Holdings as an industry leader. He shares insights on his strategies with TradeFlock.

What key moments shaped your journey from audit assistant to head of finance?

My journey from audit assistant to head of finance has been a dynamic and transformative experience. Starting in auditing, I quickly realised the critical role of financial controls, compliance, and transparency in driving business success. One of the turning points in my career was leading the internal audit team at International Industries Limited, where I didn’t just analyse numbers, I reshaped processes to boost efficiency and profitability. Later, at First Entertainment Holdings, I navigated the unique challenge of aligning financial discipline with the creative energy of an entertainment company. These experiences have shaped me into a finance leader who not only manages the numbers but drives strategic growth and fosters a culture of financial excellence across the board.

What key contribution can a CFO make beyond financial metrics? How do you extend your impact?

While financial metrics are vital, the most significant contribution a CFO can make is fostering a culture of strategic thinking and collaboration. My role extends beyond the balance sheet; it’s about driving the company’s vision and aligning financial decisions with long-term objectives. I focus on creating an environment where financial literacy is accessible to all departments. By empowering teams to understand the financial implications of their decisions, I position finance as a partner rather than a gatekeeper. This collaborative approach aligns various departments toward shared goals, whether launching a new product, entering a market, or optimising operations.

What’s your vision for finance leadership in Asia, and which emerging technologies excite you?

The future of finance leadership in Asia will be driven by rapid digital transformation. I’m particularly excited about artificial intelligence and machine learning, which are revolutionising forecasting, risk management, and fraud detection. Additionally, blockchain technology presents significant opportunities in supply chain finance and cross-border transactions. As CFOs, we must embrace these trends to foster innovation and efficiency.

What innovative financial practices have you implemented at First Entertainment Holdings?

At First Entertainment Holdings, I harnessed data and technology to drive efficiency and growth. One impactful practice was implementing predictive analytics for budgeting and forecasting. By analysing historical data trends, we improved forecast accuracy, enabling smarter resource allocation and quicker responses to market shifts. Additionally, I revamped our financial reporting with an advanced ERP system, which reduced manual reporting time and enhanced accuracy, providing realtime insights into our financial health. Automating routine tasks allowed our team to concentrate on strategic initiatives, ultimately contributing to both topline growth and cost optimisation. It’s been rewarding to see these innovations transform our financial operations!

How will your role evolve as Asia becomes a financial powerhouse?

As Asia emerges as a financial powerhouse, I see my role as CFO evolving to be more externally focused. With businesses in the region expanding globally, my responsibilities will include crafting crossborder financial strategies, managing currency risks, and navigating international regulations while fostering partnerships with global investors. Additionally, there will be a heightened emphasis on sustainability and ESG (environmental, social, and governance) factors in financial decision-making. I am committed to driving financial strategies that not only support growth but also demonstrate a strong commitment to ethical practices and positive contributions to society and the environment.

What legacy do you wish to create?

I aspire to leave a legacy of transformative leadership that unites finance with business innovation. I want to be remembered as a CFO who inspired collaboration and creativity, empowering future finance leaders to think strategically and harness technology to shape a dynamic and ethical financial landscape.