At Crunch, transformation isn’t just something we talk about—it’s in our DNA. And leading that charge is Helena Straussmann, our Transformation & Product Director. With over 14 years at Crunch, Helena has played a pivotal role in shaping the company into what it is today, always making sure we’re evolving and improving.

What makes Helena stand out is her perfect blend of data driven decisions, practical leadership, and an unwavering focus on delivering the best experience for our clients. Whether she’s driving product development or collaborating across teams, Helena is the reason Crunch continues to thrive and evolve.

Inside the role of Transformation & Product Director

1. Helena, you’ve been with Crunch for quite a while. Can you walk us through what your role entails?

I work closely with the business and my team to define our strategy and business goals, then turn those into clear, actionable steps. We’re always focused on improving the client experience, making things more efficient for both clients and internal teams, and ultimately reducing churn.

I help my team bring that roadmap to life by ensuring they have the right insights, resources, and direction. This includes:

• Data driven decision-making: I collaborate with Matt (Data Insights Analyst) to validate ideas with data.
• Scoping and requirements: Tash & Jack (Business Analysts) ensure every idea is fully scoped to cover all requirements and challenges.
• User experience & design: Alex (Product Designer) refines the UX, creating a seamless and intuitive experience for clients.
• Client research & execution: Sian (Senior Product Manager) gathers client feedback, conducts user interviews, and works closely with our engineering and Salesforce teams (shoutout to Slobodan, Andy & Alex!) to bring ideas to life.

One of my main priorities is empowering my team—removing blockers, making decisions, and facilitating discussions to keep things moving. I also work across the business to lead and support change, whether it’s launching new products, improving existing ones, implementing new processes, or driving client engagement strategies. Ultimately, my role is all about ensuring we’re always moving forward, delivering value to our clients, and making Crunch a better experience for everyone.

2. Sounds like you’re kept pretty busy! What’s a typical day like for you?

We never stand still at Crunch, so I spend a lot of time in meetings, driving progress on key initiatives and projects. I also have 1:1s with my team members and stay on top of emails and Mattermost to answer questions, provide guidance, review documents, and plan the next big steps for Crunch.

3. What are you most proud of recently?

I came back from maternity leave in October, and I’m proud of how quickly I hit the ground running—taking on big projects like launching CrunchPay to our Free user base (which is coming to paid subscriptions soon!). As always, everything at Crunch is a team effort, and it’s been great to come back and work with everyone again. I'm constantly amazed by the talent around me.

4. How do you approach supporting and leading your team?

I always try to be available and actively support my team—whether that’s answering questions, gathering information, making decisions, or providing clear direction and prioritisation. I try to get involved in the doing, helping to share the load wherever possible.

Let’s learn a little bit more about you

We all know that behind every great role, there’s a person with a unique story. 

5. Just for fun, can you share an interesting fact about yourself?

If I didn’t love my role at Crunch (which I do), I’d love to be an interior designer.

6. What about any hidden talents?

Absolutely zero. (Unless dressing me & my little boy in silly outfits counts? I have worn the same pumpkin costume to work, 8 years in a row).

Looking ahead - more stories from the Crunch team!

Helena is the engine that keeps Crunch evolving, with a knack for turning strategy into action. She’s not just a Transformation & Product Director—she’s a problem solver, team builder, and visionary all rolled into one.

Whether she’s decoding data, championing new ideas, or rallying the team, Helena’s leadership is the magic behind our forward momentum. And with 14 years at Crunch, she does it all with a fierce drive and a warm down-to-earth vibe. If there’s one thing that Helena knows, it’s that change isn’t just inevitable—it’s exciting. 

If you’re curious about how Crunch could support your business, we’d love to offer you a free consultation. Reach out to us today and see how we can make your accounting simpler and more effective. 

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