Custodian of Cash, Profitability & Capital Readiness

Role Overview

We are a ~$15M multi-channel ecommerce brand entering a critical phase: rebuilding financial discipline, achieving profitability and preparing for Series A investment.

We are hiring a senior finance operator — not a reporting analyst.

You will act as the company’s financial control centre and partner directly with the CEO to ensure the business operates within financial reality. You will own cash, enforce budgets, shape decision-making and prepare the company to withstand investor and lender scrutiny.

This role exists to prevent the business from drifting into unplanned cash burn while enabling controlled growth.

You must be comfortable challenging leadership, stopping initiatives and enforcing financial accountability across departments.

What You Own

You are the custodian of the company’s financial operating model.

The business should never be surprised by its cash position, runway or profitability trajectory.

Cash & Liquidity Control

• Own rolling 13-week and long-range cash flow forecasts

• Monitor daily cash position and upcoming obligations

• Control payment timing with accounting and operations

• Flag liquidity risks early and implement corrective actions

• Ensure the company operates within safe cash guardrails
  

Budget Ownership & Enforcement

• Build annual operating plan and departmental budgets

• Translate strategy into measurable financial targets

• Hold department heads accountable to budgets

• Approve or reject spend outside plan

• Drive path to profitability and margin improvement
  

Commercial Performance Management

• Partner with Marketing on CAC, payback and spend pacing

• Partner with Merchandising on buy levels, stock risk and margin

• Define contribution margin and scaling thresholds

• Prevent unprofitable growth decisions

• Create weekly trading rhythm across leadership team

Modeling & Strategic Planning

• Build full 3-statement financial model

• Scenario model growth, hiring, inventory and funding

• Model profitability timing and break-even scenarios

• Evaluate strategic initiatives before approval
  
  Fundraising & Banking

• Lead financial readiness for Series A

• Own financial sections of investor deck and data room

• Support investor conversations and diligence

• Manage lender relationships and financing discussions

• Provide credible financial narrative to external stakeholders

Company Financial Discipline

• Establish company KPI definitions

• Create reporting structure leadership trusts

• Ensure decisions align to financial plan

• Act as financial conscience of the business
  
  

Required Experience

• 8–10+ years in FP&A, Strategic Finance or Commercial Finance

• Ecommerce or consumer brand experience required

• Experience supporting fundraising or lender financing

• Strong financial modelling (3-statement modelling essential)

• Experience working directly with CEO/founders

• Proven experience moving a business toward profitability
  
  

Ideal Profile

You operate like a CFO but still execute yourself.

You are comfortable saying no to founders.
You prevent problems rather than explaining them later.
You understand how scaling ecommerce companies lose money — and how to stop it.

This is a high-trust, high-impact role for someone who wants to materially shape a company’s outcome, not just report on it.