Fractional CFO

Overview

Seeking a Fractional CFO with deep expertise in consumer packaged goods (CPG) and e-commerce — specifically someone with a strong strategic finance background rather than a traditional accounting focus.

The ideal candidate will be a hands-on financial partner who can support the CEO with cash flow modeling, financial forecasting, and profitability optimization (e.g., pricing strategy, SKU rationalization). They should understand the nuances of inventory-based, direct-to-consumer/e-commerce businesses, including the advertising economics that drive them. This is not a bookkeeping role — financial reporting is already in place.

Responsibilities

• Build and maintain cash flow models and financial forecasts to ensure adequate capital for growth plans
• Conduct strategic analysis to identify and drive profitability improvements (pricing strategy, SKU rationalization, margin optimization)
• Serve as a financial thought partner to the CEO, surfacing blind spots and monitoring key ratios against benchmarks
• Evaluate financial feasibility of new initiatives, including potential retail expansion
• Collaborate with the marketing lead on advertising spend analysis and ROI optimization
• Translate financial implications of key business decisions for the CEO and leadership team

Qualifications

• Proven CFO or senior finance experience within CPG and/or e-commerce (required)
• Deep understanding of inventory-based business financials (distinct from SaaS/tech)
• Strong background in financial modeling, forecasting, and cash flow management
• Experience analyzing advertising/media spend and ROI in a direct-to-consumer/e-commerce context
• Comfortable working directly with a founder/CEO in a lean, privately-held environment
• Hands-on contributor who delivers work directly (not an agency or outsourcer)
• Experience with third-party marketplaces is a plus