Partner – Turnarounds and Crisis Management

"Nothing is impossible. If we think together, we will find a way."

Joe Alouf brings to clients his inspiration and distinctive capabilities in business model scaling, reinvention, and operational and financial optimization. With more than two decades of experience in a multitude of industries, Joe has a demonstrable track record building winning teams and helping companies in transition maximize their operational potential. Equally valuable for clients is his hands-on expertise and wide network of contacts related to debt and equity capital raising.

CEOs find Joe to be a real partner with deep working knowledge of designing and managing finance, accounting, legal, HR, and IT departments, whether it is at startups or as established global companies. His operating executive capability and financial acumen help companies achieve their potential, solve the most difficult business problems and also identify and successfully integrate M&A opportunities.

Prior to joining 2Go Advisory Group, Joe served clients of Eaglepoint Advisors, deployed as a part-time or interim CFO at companies needing operational transformation or business model reinvention and reengineering. In a four-year engagement at Guckenheimer Enterprises, he was first hired as a consultant and later joined the company as its President/CFO to lead this $300 million company after the death of the founder and departure of the entire executive team. He designed and managed the crisis stabilization plan, rebranding, and subsequent growth strategy that led to a record increase in revenues and an improvement in operating profits. At Prudential Capital for 15 years, Joe developed deep operational and corporate finance expertise as both the head of Prudential Restructuring Group ($3 billion+ AUM) and later as a Senior Vice President in the Corporate Finance Group, where he underwrote $350+ million/year of middle-market equity and debt investments focusing on middle-market companies with a $10M+ EBITDA. Joe’s deep level of experience across service, retail, consumer products, technology, and real-estate businesses gives him a unique ability to quickly identify areas for focus and improvement in any industry for companies at any stage of growth.

Throughout his career, Joe has contributed to corporate governance and leadership in board roles with public and private companies including Mrs. Fields Cookies, Chicken of the Sea, Guckenheimer, Grubb and Ellis, Bills Dollar Stores, AirMethods, Victoria Jewelry, Delia’s Cleaners, Neuvant Aerospace, Foote and Davies, Minami International and QT Optoelectronics. He also chaired Creditor Committees including Commodore Computers, Crystal Brands, The Company Store, Peregrine Realty, Mortgage and Realty Trust, Hadson Corporation, Washington DC Toll Roads, and Port Authority of the City of St. Paul.

Joe held a six-year term on the board of Jewish Family and Children’s Services, where he served on the Finance Committee. He is also an active investor in a network of speech therapy clinics in San Francisco.

Joe was born in Israel and served in the Israeli Air Force. He holds a BA degree in Economics, with a minor in Mathematics from Queens College and an MBA degree from the Stern School at New York University. Joe holds an active California CPA license.


Practice Areas

Recent Publications


Wayfair; Enterprise Valuation; M&A Considerations May 6, 2019

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Webinar: After PPP and Main Street Loans: What’s Next? Strategic Alternatives for Financial Support August 13, 2020

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