Founder

About Rob

When not recruiting, Rob’s life revolves around his wife, Lucy, and their two daughters, Jessica and Abigail. Aside from being a lifelong Spurs fan, he enjoys building his (still modest) wine knowledge and recently completed the WSET Level 2 qualification. He’s also a keen runner and loves exploring the UK countryside whenever possible

I’ve worked with Robert as a candidate and client for nearly 20 years ever since I was a newly qualified accountant. He is my go-to consultant on both sides because of the trust I have in him. He works with rigor and integrity to find appropriate roles and high-quality candidates. Robert partners with me to problem-solve, bringing forward new ideas to reach a positive outcome. I can’t recommend him highly enough.

Chris Musgrove

CFO - Techspert

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A proven track record

with over 20 years’ of experience in executive finance recruitment

Rob Baker has developed an exceptionally strong network of CFOs and finance leadership professionals across the UK. He has dedicated his career to helping high-growth, transformational businesses build high-performing, sustainable finance leadership teams.

“My go-to recruiter for senior finance roles.”

As the Founding Partner of The CFO Practice, Rob personally manages all aspects of the search process, applying his extensive expertise to ensure a successful outcome. For the CFO Practice, it’s personal.

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Diversity, Equality and Inclusion

a diverse workforce is essential for building high-performing teams

The accounting industry has long been associated with certain stereotypes, yet times are changing, and so is perception. However, biases can still persist.

The CFO Practice is deeply committed to supporting our clients’ diversity and inclusion goals, approaching each search with a holistic, transparent, and inclusive process. With first-hand experience of neurodiversity, The CFO Practice bring a unique perspective that values the strengths that diversity can add to an organisation.

A diverse workforce is essential for fostering a vibrant culture and building high-performing teams. We believe that when diversity is embraced, it unlocks potential, strengthens organisations, and drives sustainable success.

Giving back

The CFO Practice is committed to giving back

Each year, 5% of company profits are donated to a chosen charity, often one that holds personal significance.

This commitment enables The CFO Practice to support impactful organisations that make a positive difference beyond the world of recruitment.

Additionally, The CFO Practice is proud to provide free consultation support to charitable organisations seeking finance leaders, recognising that many do not have the budget to engage the services of a recruitment consultancy.

2025 | Bliss

this year, I’m proud to support Bliss

Supporting Babies Born Premature or Sick

Every year, around 90,000 babies in the UK—1 in 7 births—require neonatal care. Bliss exists to ensure every baby born premature or sick has the best possible chance of survival and quality of life. The charity provides essential support for families, advocates for better neonatal services, and works to give every baby the care they deserve.

Partnerships

Through this partnership, Rob aims to raise funds and awareness to support Bliss’s vital work. By contributing to their mission, The CFO Practice hopes to help give every baby the best start in life and every family the support they need.

Rob has shown incredible generosity in offering his time and expertise to our charity pro bono. He took time to guide me through a recruitment process that suited my organisation and worked with me to adapt our approach as our requirements changed. He never wavered in his support, giving fully and efficiently of his time until we found the right finance leader. Thank you, Rob; we value your ongoing support.

Juliet Diener

Founder & CEO - icandance