Ben Seto Joins Purple Strategies As CFO

Purple Strategies has welcomed Ben Seto, most recently Vice President and Chief Financial Officer of the American Petroleum Institute (API), as CFO.

“As Purple continues to navigate a chapter of dynamic growth, having the guidance and partnership of a financial leader of Ben’s caliber is a tremendous asset,” said Kristen Morgante, Purple Managing Partner and COO. “The other partners and I are pleased to have him with us as we chart the course ahead for Purple.”

At API Seto was responsible for financial operations, budget management, and aligning financial performance with strategy. Prior to Seto was CFO of Ankura Consulting Group, a management consulting company that has grown rapidly organically and thru acquisitions. During his tenure at Ankura, Seto integrated the finance team, implemented new systems, and standardized financial and business processes to position the firm for further acquisitions. Seto also oversaw the IT function.

Prior to Ankura, Seto was CFO for Avendra, a procurement services company. Seto oversaw the finance function, and collaborated on growth strategies and M&A. Earlier in his career, Seto served in senior financial leadership roles in publicly traded and privately held companies in the professional services, energy, technology, financial services and consumer products industries.

Seto holds an MBA in Finance & Accounting from the William E. Simon Graduate School of Business Administration, and a BA in Economics from the University of Rochester.

“Between the impressive team Purple has assembled and the unique work the firm is doing in the corporate reputation space, it’s easy to understand why Purple is on such a growth trajectory,” Seto said. “That road from startup to scale offers real opportunity to make an impact from a finance perspective and I’m excited to join the Purple team on that journey.”