Tony Morreale

From Big Four beginnings to scale-up transformation, Tony Morreale's journey to CFO at PetLab Co. reflects the evolving nature of modern finance leadership.

 With a clear focus on automation, team empowerment, and business partnership, Tony’s approach helped him earn the GENCFO Pioneer Award in 2025.

We caught up with Tony to learn how his leadership style evolved, why building a zero-turnover team starts with culture, and how he’s using AI to scale smarter.

The road to CFO

Tony started his career at BDO before moving to KPMG and then Unilever, where he gained valuable experience in structured, global environments. But it was a leap into the unknown that proved pivotal. In the early 2000s, he joined a tech startup in London—his first exposure to a fast-moving, founder-led business.

“Building something from scratch, with no blueprint, taught me more than any formal training,” he says. The startup eventually closed, but the entrepreneurial spirit stuck. Tony has since built and led finance teams across various sectors, always favouring agility, ownership, and growth.

Transformation in motion

Now at PetLab Co., a rapidly growing DTC brand, Tony’s mandate is clear: scale efficiently, and future-proof the finance function. Instead of waiting for change to be mandated top-down, he empowers his team to surface ideas from the ground up.

He leads daily standups with senior leaders, creating a regular rhythm of problem-solving and continuous improvement. His team is encouraged to challenge the status quo and suggest automation opportunities. One example? A major project to automate bank reconciliations using AI to reduce manual input and reallocate junior talent toward value-added analysis.

AI with purpose

With thousands of transactions processed daily across multiple jurisdictions, automation isn’t optional, but strategic. Tony introduced a tool that uses interpretive AI to categorise and post entries to the general ledger. The result: significant time savings and improved accuracy.

Another major project involves integrating PetLab’s ERP system with third-party logistics and Shopify to automate SKU-level inventory reconciliation. While the rollout has taken longer than anticipated, Tony views the delays as part of the process.

“Transformation rarely goes exactly to plan. The key is adjusting expectations and maintaining transparency.”

Culture-first leadership

Perhaps Tony’s biggest leadership win is team retention. Since joining PetLab Co. in 2021, he hasn’t lost a single team member, a rare feat in a high-growth environment.

He attributes this to a mentorship-led approach. He meets weekly with the full team and monthly with individuals, encouraging both professional development and innovation. Training contracts are available to everyone, and every team member is invited to improve systems and shape new processes.

“Treat people with respect, give them space to grow, and they’ll give you their best in return.”

Lessons in resilience

Not every project has gone perfectly. Tony cites underestimating the time and complexity of integrating systems as a recurring challenge. But mistakes have informed his leadership style: pragmatic, transparent, and grounded in realism.

Earlier in his career, he admits to being overly cautious. 

“I should have said yes to more things sooner. Sometimes you just need to go for it.”

Looking ahead

As CFO, Tony’s priorities for the next 12 months include improving forecasting accuracy, adapting to global tariff uncertainty, and ensuring the finance function continues to support PetLab’s rapid growth. His philosophy is clear: finance should be a partner, not just a processor.

“The CFO is the early warning system for the CEO. You need to bring clarity, insight, and action—not just numbers.”