Crafting Financial Success in Complex Markets

NICOLE
SALEM

Chief Financial Officer

Crisp QSR

In an industry often defined by numbers, spreadsheets, and financial forecasts, Nicole Salem is charting a different path — one where people, purpose, and strategy take center stage. As the CFO of Crisp QSR, a trailblazing SaaS platform transforming the restaurant industry, Nicole is rewriting the playbook on what financial leadership looks like in the modern age. Her career, far from linear, is a mosaic of industries and bold pivots — from construction and public service to fintech and hospitality. What threads it all together isn’t convenience, but a relentless drive to lead differently and a belief that finance is more than a function — it’s a catalyst for growth, transformation, and human connection. In a business world obsessed with automation, algorithms, and AI, she reminds us that the future still belongs to leaders who combine precision with purpose — and who never forget that behind every number is a human story. In conversation with TradeFlock, Nicole reflects on her unconventional journey, her leadership philosophy, and how she’s shaping the future of finance — one decision, one person, and one breakthrough at a time.

What inspired your shift from operations to finance and HR leadership?

Honestly, it wasn’t scripted — it was something that unfolded organically over time. The deeper I worked in operations, the more I became curious about the people driving the processes. That’s when it hit me: behind every financial decision, behind every operational move, there are real people with real dreams. I realized I could have a bigger impact by bridging strategy with people, ensuring that business decisions empower—not overlook—the human element. So, this transition wasn’t just a career move; it was a mission to make finance and HR about more than numbers—it became about growth, connection, and culture.

How do you turn finance into a tool for empowering people?

I’ve always believed that finance, when done right, isn’t just about reporting results—it’s about unlocking possibilities. Every financial decision I make, I ask: How will this help our people thrive? Whether it’s resource allocation, compensation strategies, or investment plans, my focus is always on using finance as a lever to uplift and empower our team—helping them grow both professionally and personally.

Who has been your biggest mentor or inspiration, and what lesson stayed with you?

One person who has always inspired me is Ruth Bader Ginsburg. Her quiet strength, empathy, and unwavering commitment to equity taught me what real leadership looks like. There’s a quote from her that I carry with me every day: That’s how I approach leadership—not by standing alone at the front, but by lifting others up and creating a path we can walk together.

What’s the biggest challenge of managing finance and HR in a highgrowth environment like Crisp QSR?

High growth is exhilarating, but it comes with its own risks. The biggest challenge isn’t keeping up with the numbers—it’s making sure we don’t outgrow our people or our values. Growth should never come at the cost of the foundation you’ve built. At Crisp QSR, my priority is to scale sustainably without losing sight of who we are and the people who got us here. As I often remind my team—“The real risk isn’t moving too fast—it’s forgetting why you started.

How do you turn complex financial data into actionable insights?

Numbers, on their own, can feel distant or overwhelming. But every spreadsheet tells a story—you just have to know how to read it. I approach financial data like a storyteller, transforming complexity into clarity. It’s about distilling the noise, highlighting what matters, and turning the data into a narrative that inspires action. As I often say, A good financial leader doesn’t just analyze the numbers—they humanize them.

What’s your favorite way to unwind outside of work?

When life feels like a whirlwind of numbers and strategies, I ground myself in the simple, meaningful moments. Hiking the beautiful trails of Utah with my three boys or flowing through a yoga session—those are the spaces where I reconnect, recharge, and remind myself what matters. For me, balance isn’t just a work concept; it’s a way of living. As I’ve learned over the years, The best leaders lead from a place of presence, peace, and purpose.