CFO

The Role

The Role: The CFO will provide strategic financial leadership and advisory support to us enabling data-driven, insightful, and forward-looking decision-making. The role focuses on strengthening financial governance, improving profitability, optimizing capital deployment, and aligning financial strategy with business growth objectives.

Key Responsibilities

• Financial Strategy & Leadership

  • Act as a strategic financial advisor to the CEO and leadership team.

  • Translate business goals into financial strategies, forecasts, and execution plans.

  • Provide insights on scaling operations, expansion opportunities, and risk management.

  • Support long-term planning aligned with growth, profitability, and cash discipline.

• Financial Planning, Budgeting & Forecasting

  • Develop and oversee annual budgets, rolling forecasts, and scenario models.

  • Analyze variances between actuals vs budget and provide actionable insights.

  • Support revenue forecasting across Amazon, Walmart, agency services, and private label.

  • Assist in setting realistic financial targets and KPIs for business units.

• Profitability & Performance Analysis

  • Analyze unit economics, SKU-level profitability, and channel performance.

  • Identify margin leakage, cost inefficiencies, and profit optimization opportunities.

  • Build dashboards for management covering:

    • Gross margins

    • Contribution margins

    • Operating expenses

    • ROI by product and business unit

  • Provide recommendations to improve net profitability and return on capital.

• Cash Flow & Working Capital Management

  • Monitor and optimize cash flow, reserves, and working capital cycles.

  • Advise on inventory funding, cash deployment, and reserve utilization strategies.

  • Support decision-making on purchasing, payment terms, and vendor negotiations.

  • Ensure sufficient liquidity for growth while maintaining financial discipline.

• Financial Controls & Governance

  • Strengthen internal financial controls, reporting accuracy, and compliance.

  • Establish standardized financial reporting structures and SOPs.

  • Review and validate P&L, balance sheet, and cash flow statements.

  • Ensure one centralized, verified financial view for leadership decision-making.

• Business Intelligence & Data-Driven Insights

  • Implement and improve financial dashboards and management reporting.

  • Convert raw financial data into clear, actionable insights for leadership.

  • Support leadership in understanding financial trends, risks, and opportunities.

  • Guide teams toward fact-based decision-making rather than assumptions.

• Team Guidance & Capability Building

  • Mentor and guide the internal finance team to improve speed, accuracy, and business understanding.

  • Define clear roles, reporting cadence, and accountability within finance.

  • Support cross-functional teams (BD, sourcing, operations) with financial clarity.

  • Act as a financial sounding board for department heads.

• Investment, Risk & Advisory Support

  • Evaluate new initiatives, investments, and expansion opportunities.

  • Provide financial due diligence and ROI assessments.

  • Identify financial risks and propose mitigation strategies.

  • Support leadership during investor discussions or strategic reviews, if required.

Expectations

• Weekly / bi-weekly touchpoints.

• Participation in leadership meetings where financial input is required.

• Delivery of clear reports, dashboards, and executive summaries.

• Independent, unbiased financial advice in the best interest of the company.

Success Metrics

• Improved profitability and financial visibility.

• Timely, accurate, and actionable financial reporting.

• Better capital utilization and cash flow management.

• Stronger alignment between strategy, operations, and financial outcomes.

• Enhanced confidence of leadership in financial decision-making