Yoanna Land

A Journey from Romania to Transforming Finance in the Digital Age - CFO, Cinq à Sept | Formerly CFO of Transformation, North America, L’Oréal

Born and raised in Romania, Yoana Land has carved out a unique path in the world of finance. With her roots in a country renowned for its technological brilliance, it’s no surprise that she’s redefining finance leadership for the digital era.

“Romania’s education system is a powerhouse of talent,” Yoana explains. “It’s where institutions like Harvard and Stanford come to recruit some of the brightest minds.”

We sat down with Yoana to learn about her inspiring journey—from arriving in the U.S. with just $800 to leading transformational finance initiatives—and her vision for the future of digital finance.

From Aspiring Doctor to Finance Visionary

Yoana's career path wasn’t always destined for finance. As a child, she dreamed of becoming a doctor. However, her arrival in the U.S. charted a different course:

“When I came to America, I had $800 in my pocket—hardly enough for medical school! But I had a natural affinity for mathematics and technology. I earned an undergraduate degree in Computer Science and became a project manager under the CIO at PepsiCo. I loved every moment of it.”

This pivot proved to be the foundation for Yoana’s future in finance. After six years working with business intelligence tools, she realized the potential of technology to transform the world of finance.

“These tools were the precursors to the BI systems we have today. I discovered how much I enjoyed the business side of my work, which led me to pursue an MBA to transition fully into finance.”

At Duke University, Yoana met an inspiring role model who set her on the path to her dream role:

“The CFO of American Airlines was this petite, Russian woman standing out among a board of American men. It wasn’t just her position—it was her confidence and leadership style. She made me realize I wanted to be just like her.”

Yoana’s path has not been without challenges. At PepsiCo, she often found herself as the only woman among 40 men—a double-edged sword she approached with determination:

“Breaking barriers as a woman in finance is tough, especially in male-dominated spaces. Being the only woman can be an opportunity to champion diversity, but it can also be isolating. The company’s culture plays a huge role in shaping that experience.”

Mastering Modern Finance Leadership

Fast forward to her role as CFO of Transformation for L’Oréal North America, Yoana has become a trailblazer in digital finance leadership. But what does it take to lead in this new era?

“If you’d asked me five or ten years ago, I might have said that degrees and certifications mattered most. Today, finance and technology are the backbone of every industry. An IT background is no longer just an asset—it’s essential.”

Yoana believes that continuous learning is the hallmark of great leadership. Her advice to aspiring CFOs? Treat education as an investment in yourself and the future of your field.

At L’Oréal, Yoana faced a fascinating challenge: bridging the gap between finance and technology.

“In the past decade, I’ve seen the growing need for IT talent in finance. The big question is: Do you recruit IT professionals and teach them finance, or bring in finance experts and teach them IT? Which approach yields the best ROI?”

She witnessed firsthand the impact of immersing IT talent in finance.

“We had an IT professional join our finance team, and it was transformative. They brought fresh perspectives, reimagined data analysis, and developed automated reporting solutions. Every department benefits when IT and finance collaborate.”

A Vision Rooted in Change

Yoana’s passion for digital transformation is deeply personal, shaped by her experiences growing up in Romania during a time of monumental societal change.

“Living through the worst of communism, I never imagined Romania would embrace democracy in my lifetime. Experiencing that transformation gave me a profound appreciation for systems that value meritocracy and innovation.”

This early exposure to change has fueled her belief in the power of revolution—whether societal, technological, or financial.

“Human history is a series of revolutions. Digital finance transformation is our moment to drive progress and shape the future. I’m honored to be part of that evolution.”

Looking Ahead to a Digital Future

Today, Yoana is passionate about how technology and finance can improve lives, from businesses to individuals.

“I’m envious of the next generation. AI and digital transformation are opening doors we never dreamed of. My role is to make the most of these tools now and set the stage for others to build on.”

Yoana’s dedication to innovation is matched by her desire to create meaningful change:

“I take pride in what we help businesses achieve, but my ultimate goal is to make life better for others. That’s what drives me.”

Now as CFO of Cinq à Sept, Yoana Land is poised to continue her legacy of redefining finance leadership in a world increasingly powered by technology.

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