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
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.
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.
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 | Asthma and Lung UK
this year, I’m proud to support Asthma & Lung UK
Living with Asthma
With 5.4 million people in the UK living with asthma and 43,000 lives lost each year due to air pollution, the need for better lung health is critical. Asthma & Lung UK is dedicated to advancing research, education, and advocacy for healthier lungs, working towards a future where everyone can breathe freely and live fully.
Partnerships
Through this partnership, we aim to raise funds and awareness to support Asthma & Lung UK’s vital work. By contributing to their mission, The CFO Practice hope to help create a healthier, safer future for all.
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
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Over half of the finance leaders placed by The CFO Practice are female, representing 53% of all searches.
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The CFO Practice has worked with 8 charities on a pro bono basis with a finance leadership search.
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The CFO Practice donates 5% of its annual profits to charity.