Part 3 of our series ‘Participant’s Perspective – Inspiring lessons from leaders in practice’: Lessons in financial clarity, sharper questions, and credible decision-making
How cash flow, margins, and ROI reshaped the way she questions, listens, and decides.
In boardrooms and budget meetings, ‘the numbers’ can feel like a parallel language, especially for leaders outside finance. Cindi Hilhorst-Thomas, Senior Global Brand Manager at Aegon Group, joined AIF’s Finance for Non-Financial Managers to close that gap, not to become an analyst, but to contribute with more confidence and clarity.
“Every professional makes decisions that affect these numbers, yet we are not taught to read them properly.”
Cindi Hilhorst-Thomas, Senior Global Brand Manager, Aegon Group
The eye-opener: financial statements can be surprisingly clear
One of the biggest takeaways for Hilhorst-Thomas was “how much clarity financial statements can actually provide once you know what to look for.” Before the program, she viewed statements as something that belonged to finance. “I used to see them as something you ‘hand over to finance,’ or for finance only,” she says. The eye-opener was realizing that even as a non-finance professional, you can quickly assess performance, trade-offs, and risks just by understanding a few core drivers like cash flow, margins, and return on investment. Her conclusion is blunt: “Every professional makes decisions that affect these numbers, yet we are not taught to read them properly.”
The challenge: confidence when numbers enter the room
Hilhorst-Thomas joined with a specific goal. “I came into the program wanting to feel more confident when financial considerations entered strategic or brand discussions, especially in a financial services context where numbers carry real weight in decision-making.” She is candid about the reality after the classroom. “While I have not practiced it since the program, I do think that when the time comes around again, I would feel more comfortable asking sharper questions and framing brand initiatives in terms of value creation, investment logic, and long-term impact rather than just qualitative outcomes.” Even now, she notices the change in real time: when results are discussed, she is “starting to follow the conversation and using what I learned to fit the pieces together.”
“Susan Hansen breaks down complex financial concepts without dumbing them down.”
Teaching that sticks: pragmatic, clear, and tied to real business
The instructor mattered. Hilhorst-Thomas says she “really liked Susan Hansen,” and notes a personal connection as “a fellow South African working and living abroad.” More importantly, she describes a teaching style that balanced clarity with respect for the subject: “Susan has a very clear, pragmatic teaching style. She breaks down complex financial concepts without dumbing them down, and consistently finds ways to connect theory back to real-world business situations.”
Practical examples and scenarios made the content “immediately relatable, even without a finance background.” She also valued the peer learning in the room. “The opportunity to hear back from other students in the room was also a learning and teaching moment where Susan used these examples so well.”
“It gives you the confidence to engage meaningfully in financial discussions.”
More informed, more credible contributions at the table
Asked to recommend the program, Hilhorst-Thomas keeps it practical: “I’d recommend this program to anyone who influences business decisions and hasn’t had formal financial training, but also to colleagues who need a refresher on financial fundamentals.” For her, the value is that the program “gives you the confidence to engage meaningfully in financial discussions and make more informed, credible contributions.”
She adds a nuance that many participants recognize but rarely say out loud: “Sometimes it’s okay not to contribute, but being able to sit at that table and feel that you have an idea what is being said, for me, has been incredibly valuable.”
Finance for Non-Financial Managers: Embrace the numbers
Build a practical foundation to read financial statements, ask sharper questions, and link strategy to financial performance. Learn key value drivers, decision tools, and how to present business cases with more confidence. Join the Finance for Non-Financial Managers program, taught by Susan Hansen. Explore the program here.
Meet Cindi Hilhorst-Thomas
Cindi Hilhorst-Thomas is Senior Global Brand Manager at Aegon Group. She is an integrated marketing communications professional with 15+ years of experience across multiple markets. Connect with her on LinkedIn to share insights and ideas.
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