About

Expert. Focus. Leadership for the Moments that Matter.

Florido provides high-stakes Fractional and Interim CEO & COO leadership for organisations facing revenue pressure, execution risk or leadership transition.

We are engaged by boards, founders and investors at moments when experience, judgment and ownership matter more than advice. We don’t just offer recommendations; we step in, take responsibility and work alongside leadership teams to stabilise execution, clarify decisions and restore momentum.

The Florido Philosophy: Beyond Advisory Theatre

Florido was founded in 2020 to solve a recurring problem in the executive market: the gap between strategy and execution.

Too often, organisations are left with a "roadmap" but no one in the driver's seat and accountable for delivery. Florido was created to provide senior, hands-on leadership for a defined period, with the clear authority and accountability required to deliver results. We apply the lightest structure required to restore clarity and control, ensuring your strategy survives the reality of the market.

Why Boards & Investors Call Florido

We are the "stabilising force" engaged when:

  • Growth Stalls: Rapid diagnosis of commercial execution and revenue reset.

  • Leadership Gaps: Stepping in as an Interim CEO or COO to bridge vacancies.

  • Operational Mess: Simplifying broken systems and aligning teams around KPIs.

  • Transition Risk: Securing value during M&A, succession or strategic pivots.

Florido works with integrity, clarity and accountability at moments that matter. We leave your business stronger, clearer and more resilient than we found it.

When to Call Florido

Florido is typically engaged when growth stalls, execution begins to drift, or leadership change creates uncertainty across the organisation. Boards and investors call Florido when a business needs senior hands-on leadership to stabilise performance, reset priorities, or carry the organisation through a defined period of transition. This includes moments following investment, during leadership succession, ahead of a strategic reset, or when accountability and decision-making need to be re-established quickly.

Led by Philip Mordecai

Founder & Fractional / Interim CEO & COO

Philip Mordecai is a hands-on commercial CEO and entrepreneur with over 25 years of experience scaling international businesses across Technology, Media and Digital Innovation.

His experience includes scaling founder-led and investor-backed businesses from £5–20m ARR, leading transactions and post-deal integration, launching new digital ventures and operating across B2B, B2C, and SaaS platform businesses. He brings the rare combination of C-Suite governance (Sky, MGM, Liberty Global) and the raw entrepreneurial drive of a venture founder.

Philip is recognised as a UK Face of a Vibrant Economy by Grant Thornton and is an alumnus of the Sky Executive Leadership Programme. He brings a distinctive blend of entrepreneurial drive and a natural passion for building more than just companies. He believes that great leadership is as much about people as it is about profit.


When he’s not creating, building or leading, he’s probably outside adventuring with the family or in a field with his labrador retrieving - his way of switching off before switching back on with a fresh perspective.

Philip’s 5 core work principles

  1. Operate from lived experience, not theory

  2. Focus on people, products, customers and cash, not vanity metrics

  3. Translate between founders, boards and investors so everyone pulls in the same direction

  4. Build strategies that actually work in the markets you serve

  5. Leave the business stronger, clearer and more confident than we found it

The Florido Brand

Florido works with integrity, clarity and accountability at moments that matter.

Business continuity and value creation depend on genuine, high-quality experience, especially in uncertain markets.

Behind the name

  • “Florido” (pronounced Flor·ree·do) means to bloom or flourish - a nod to growth that feels earned, not forced.

  • Florido is led by a Principal Consultant, Philip Mordecai. He helps companies make better decisions through his award winning experience insight and clear action.

  • Guided by Experience. Driven by Outcomes.

    • Integrity. Above All.

      We provide the "unvarnished truth" that ambitious businesses need to hear. This means being honest about operational mess, realistic about scaling timelines, and courageous enough to make the hard decisions that others might avoid.

    • Pace. With Precision.

      In critical growth moments, speed is a competitive advantage, but it must be controlled. We focus on "high-velocity clarity" , moving the needle quickly while ensuring the internal systems and teams remain aligned and resilient.

    • Clarity. Over Complexity. Business growth often creates accidental noise. Our role is to distill complexity into a clear, actionable roadmap. We believe that if a strategy can’t be explained on a single page, it isn’t ready for execution.Item description.

Strategy is secondary to chemistry. Let’s see if the fit is right.?

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