It was a tough call. The previous CFO of three years, Matt Smith, had jumped ship to Selfridges in April and the search had been on for someone with retailing experience brave enough to manage the financial demands of its continuing businesses while, at the same time, able to restructure its finances. The ideal candidate would have been someone like Robert Moorhead, the seasoned CFO and chief operating officer at WH Smith (SMWH). He’s been a director there for 10 years, during which time he’s helped navigate the company through an enormous transformation. But why would he (or anyone in a similar role) want to move?