DALLAS - TelAve -- Rita is a strategic finance leader known for driving sustainable growth and operational excellence through disciplined capital strategy and clear financial leadership. She helps organizations make smarter, faster decisions that balance innovation with accountability, and is especially recognized for scaling companies from startup through global expansion while building systems that boards and CEOs trust to deliver consistent go-to-market and financial results.

Her experience spans FP&A, pricing, and capital strategy across multi-entity operations. At Microsoft, she led global forecasting, planning, analysis, and controllership with a multi-billion-dollar revenue impact, as well as pricing initiatives that generated significant incremental revenue. She has delivered substantial margin improvements, sustained clean audit outcomes, and built financial models and governance frameworks adopted enterprise-wide. As President and CFO of an institutionally backed firm, she led a business model redesign that increased profitability and extended capital runway while maintaining full compliance. Rita is a licensed CPA, further grounding her work in financial rigor and discipline.

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Rita's leadership thesis is that finance should act as a strategic multiplier that drives growth and equips executives to decide with confidence. She builds global teams and leverages advanced finance systems and AI-driven tools that turn insight into action, empowering organizations to make better strategic decisions, faster.

In addition to her executive and advisory work, Rita is an accomplished public speaker, coach, and thought leader, frequently sharing insights on finance, leadership, career growth, burnout, and branding through her speaking engagements and content. Her work has been featured in leading business and finance platforms, and she is widely respected for her practical, human-centered approach to leadership.

As our first Managing Director in Houston, Rita will be instrumental in supporting companies across the Greater Houston area and beyond, helping them navigate growth, transformation, and complexity with confidence. Her appointment marks a key milestone in Texas Advisory Services' expansion into Houston and our continued commitment to providing senior-level advisory support to clients across Texas and the broader region.

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Texas Advisory Services operates through an experienced ecosystem of Managing Directors and Partners who bring deep, hands-on leadership across finance, operations, supply chain, technology, and transformation.

We help companies scale efficiently, improve operational effectiveness, and navigate complex transitions — from rapid growth and performance improvement to relocation and expansion into Texas. Our approach is pragmatic and execution-focused, combining strategic clarity with operational rigor.

Please join us in welcoming Rita Maria Reed to Texas Advisory Services and in celebrating the launch of our Houston presence under her leadership.

🌟 Guiding Growth with Confidence

Follow us on LinkedIn: https://www.linkedin.com/company/texas-advisory-services/

Website: https://www.texas-advisory.com/