Joseph Goren, Chief Financial Officer of The Pink Stuff USA, is redefining the role of a CFO by blending financial precision with a people-first leadership approach, fostering a culture of transparency and empowerment that has driven success for the cleaning product giant.
In a recent interview, Goren emphasized that leadership is as vital as financial accuracy in his role. “Part of the CFO role is psychiatry,” he said. “You’ve got to ensure the books are accurate, but you also have to deal with people. For me, it’s about transparency and honesty. If you treat your team with respect, include them in decisions, and empower them, they’ll go the extra mile.” This philosophy has resulted in remarkably low turnover rates across his career, with Goren attributing his success to simple gestures like saying “please” and “thank you” while recognizing team efforts. “I give away credit and take the blame,” he added, highlighting his commitment to fostering loyalty and motivation.
Goren’s forward-thinking approach extends beyond traditional financial reporting. “It’s not just about reporting yesterday’s numbers,” he explained. “It’s about using those numbers, combined with what’s happening in the environment, to figure out what tomorrow looks like.” By connecting financial data with market trends, Goren is positioning The Pink Stuff USA for strategic growth in a competitive market.
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A key challenge Goren has tackled in 2025 is navigating the complexities of acquisitions. The company is currently managing two systems—its own distribution system and the acquirer’s ERP (Enterprise Resource Planning) system. “Running two systems is an accountant’s nightmare,” Goren admitted. To address this, he is spearheading the implementation of an API to streamline data integration, reduce manual reporting, and enhance analytics. “Once they’re connected, it should take out a lot of the manual work and improve our decision-making capabilities,” he said.
