Our Core Values
Our Mission
At F2 Advisory Group, we believe finance should go beyond reporting the past and should actively shape the future. While accountants generate data and controllers organize it, we transform financial insight into clear strategy, decisive action, and measurable results.
Our role as CFO advisors is not just to analyze numbers, but to act as strategic partners to help businesses strengthen their financial foundation, optimize cash flow, and drive sustainable, long-term growth. Through hands-on, embedded support, we guide companies at every stage of their journey, from early growth to successful exit.
Guidance That Drives Growth
Darryl BakerChief Business Advisor- Seasoned Financial Executive with over 25 years of experience in leading the finance function for entrepreneurial publicly traded companies.
- Extensive experience in financing and operating small to medium entrepreneurial, publicly funded start-up companies, as well as investor relations.
- Well-versed and experienced in merger and acquisition transactions.
- Served as CFO and Corporate Controller for various small publicly traded and entrepreneurial companies, and audit manager for Ernst & Young prior to 1997.
- Graduated from Brigham Young University with a B.S. in Accountancy.
- 8+ years of experience in financial planning & analysis (FP&A), budgeting, forecasting, and cash flow management across high-growth companies.
- Trusted advisor to executive teams, driving data-driven decision-making and long-term strategic planning.
- Held senior finance leadership roles at Aqua-Aston Hospitality (Marriott Vacations), Dutch Bros Coffee, and Purple, supporting scalable growth initiatives.
- Led and supported key strategic efforts including mergers & acquisitions and enterprise analytics implementation.
- Background in financial analysis and risk management from Goldman Sachs, American Express, and PayPal, with a B.S. in Accounting from Utah Valley University.
Jared BakerSenior Business Advisor