About This Role
📊 Fractional CFO — DTC / Ecommerce
Own the numbers. Protect cash. Turn financial data into better business decisions.
Compensation: 2,000–3,000 USD/month
Commitment: 5–10 hours per week
Location: Fully Remote
Schedule: Flexible, asynchronous + weekly founder call
Job Snapshot
We're a DTC health brand generating $5M+ in monthly revenue, primarily through paid social advertising (Meta).
We have bookkeeping, accounting, and AI-powered financial reporting systems in place.
What we're missing is a senior finance leader who can tell us what the numbers actually mean, verify that they're correct, and turn them into better decisions.
We're hiring a part-time Fractional CFO to take ownership of our financial model, profitability reporting, operating expenses, forecasting, and cash planning.
This is not a bookkeeping role. It's not an accounting cleanup project. And it's not a consulting position where you deliver occasional advice without owning the outcome.
We need someone who has actually managed finance inside a scaling DTC or ecommerce brand, understands the economics of paid acquisition and physical inventory, and can operate independently with minimal founder involvement.
Your job is to make sure the founder always knows:
Are we actually profitable, and what's driving that profitability?
How much can we safely spend on customer acquisition?
Where is our cash going, and what expenses need attention?
Can we afford upcoming inventory purchases?
What financial risks are coming before they become expensive problems?
The goal: accurate numbers, predictable cash flow, and confident financial decisions without the founder having to manage the finance function.
About the Company
We're a fast-growing direct-to-consumer health brand doing over $60M in annualized revenue, with most of our customer acquisition driven by Meta advertising.
Our business operates at a scale where small financial mistakes can have significant consequences.
Changes in advertising efficiency, contribution margins, inventory commitments, or operating expenses can materially affect profitability and cash availability.
We already have the operational foundations in place:
Established bookkeeping and accounting processes
AI tools that consolidate and organize financial data
Ongoing financial reporting
An engaged founder who makes decisions quickly
We're not looking to rebuild the accounting department.
We're looking for someone who can take the financial information we already have, validate it, identify what matters, and turn it into a reliable decision-making system.
The Role Overview
This role exists to own financial visibility, forecasting, and decision support so that the founder can confidently manage growth, profitability, advertising investment, inventory, and cash.
You will serve as the senior financial owner of the business, working directly with the founder for approximately 5–10 hours per week.
You will not be expected to personally handle routine bookkeeping or accounting entries.
Instead, you'll work above those functions: reviewing outputs, challenging assumptions, validating AI-generated reports, and ensuring financial information accurately reflects business performance.
You must understand the relationship between paid media performance, contribution margin, inventory purchasing, operating expenses, and cash flow.
Most importantly, you must be able to translate that understanding into clear recommendations.
We don't need someone who simply reports that expenses increased.
We need someone who can explain why they increased, whether that matters, what happens next, and what we should do about it.
Responsibilities — Outcome-Based
- Own the Financial Model and Forecasting
Build, maintain, and continuously improve a financial model that gives the founder a reliable view of business performance and future cash requirements.
You will be accountable for:
Maintaining an accurate, integrated financial model
Producing monthly forecasts with clear assumptions
Developing scenarios for different revenue, ad spend, margin, and inventory outcomes
Identifying differences between forecasted and actual performance
Updating assumptions as business conditions change
Helping the founder understand the financial implications of major decisions
Expected outcome: The business has a trusted financial model that supports planning and decisions rather than relying on intuition or disconnected spreadsheets.
- Own P&L Visibility and Profitability Analysis
Ensure the founder has a clear, accurate understanding of what the business earns, spends, and keeps.
You will be accountable for:
Reviewing and validating the monthly P&L
Explaining material changes in revenue, margins, and profitability
Identifying unexpected expenses, margin deterioration, or reporting inconsistencies
Tracking contribution margin and the true economics of customer acquisition
Translating financial performance into practical recommendations
Highlighting the difference between accounting profit and available cash
Expected outcome: The founder can understand the financial health of the business quickly, without needing to investigate or reconcile numbers personally.
- Own OPEX Tracking and Cost Control
Create clear visibility into operating expenses and identify opportunities to protect profitability.
You will be accountable for:
Tracking operating expenses against budget and forecast
Identifying unnecessary, duplicated, or increasing costs
Highlighting cost categories that are growing disproportionately to revenue
Recommending where spending should be reduced, maintained, or increased
Establishing appropriate expense tracking and accountability
Flagging cost problems before they materially affect profitability
Expected outcome: Operating expenses are controlled, understood, and aligned with business priorities.
- Guide Advertising, Inventory, and Cash Decisions
Connect financial performance to the major decisions that determine the company's growth and liquidity.
You will be accountable for:
Monitoring contribution margin, CAC, MER, and relevant LTV assumptions
Evaluating the financial impact of increasing or decreasing advertising spend
Helping determine sustainable advertising investment levels
Forecasting cash requirements for upcoming inventory purchase orders
Evaluating inventory commitments against expected revenue and cash availability
Identifying potential cash shortages, working capital pressure, or excessive inventory exposure
Building scenarios that show the financial consequences of different decisions
You are not responsible for managing Meta campaigns.
You are responsible for helping the founder understand whether the economics behind those campaigns support profitable, sustainable growth.
Expected outcome: Major spending and inventory decisions are backed by financial analysis, with cash implications understood before commitments are made.
- Validate AI Reporting and Deliver Founder-Level Financial Insights
Own the accuracy and usefulness of financial information, including outputs generated by AI tools.
You will be accountable for:
Reviewing AI-generated financial reports and calculations
Cross-checking material numbers against underlying accounting and operational data
Identifying incorrect assumptions, missing expenses, misclassifications, or misleading outputs
Establishing appropriate checks to improve reporting reliability
Providing a concise weekly finance update to the founder
Flagging emerging risks proactively
Making clear recommendations rather than simply presenting data
We actively use AI to reduce manual work.
We expect you to use it intelligently, but AI-generated output is not automatically a source of truth.
You own the financial judgment and verification behind the numbers.
Expected outcome: The founder receives accurate, decision-ready financial insights every week, with material issues identified early.
What Success Looks Like
You're succeeding in this role when:
- The founder trusts the numbers.
Financial reports are accurate, internally consistent, and independently validated. The founder no longer needs to question which numbers are correct.
- Profitability and cash are visible every week.
The founder understands current profitability, cash availability, near-term obligations, and financial runway without chasing updates.
- The forecast is useful and maintained.
Financial projections reflect current business conditions, with clear assumptions and actionable scenarios.
- Financial problems are identified early.
Unexpected expenses, margin compression, cash pressure, and inventory risks are flagged before they become expensive surprises.
- Financial analysis improves decisions.
Advertising investment, inventory purchasing, and cost decisions are supported by clear financial reasoning.
- The finance function operates autonomously.
The founder receives proactive insights and recommendations without having to remind you, chase reports, or interpret raw financial data.
Key Deliverables & Performance Metrics
You'll help establish the formal finance KPIs and reporting standards during the initial engagement.
Deliverable
Expected Standard
Weekly founder finance update
Delivered consistently, with key numbers, risks, and recommendations
Monthly P&L review
Accurate, reconciled, with clear variance commentary
Financial model and forecast
Updated monthly, with relevant scenarios
OPEX tracking
Current expense visibility and actionable cost recommendations
Contribution margin / CAC / MER
Consistently tracked using agreed definitions
Cash flow forecast
Updated with upcoming obligations and inventory commitments
AI financial validation
Material errors and inconsistencies identified and corrected
Risk identification
Significant financial concerns raised proactively
The objective is not to produce more reporting.
It's to make financial reporting more accurate, more actionable, and less dependent on the founder.
Required Experience — Non-Negotiable
This is a senior-level role requiring real in-house DTC or ecommerce finance leadership experience.
- Previous In-House DTC / Ecommerce Finance Experience
You must have held a finance position inside an actual DTC or ecommerce brand.
Relevant titles include:
CFO / Fractional CFO with previous in-house leadership experience
VP of Finance
Head of Finance
Finance Director
Financial Controller
You must be able to name the brand, explain its approximate revenue scale, and describe what you personally owned.
Consulting or advising DTC brands without having worked in-house does not qualify.
- Senior Finance Leadership
At least 5 years of senior finance experience
Ideally experience with DTC brands generating $10M+ in annual revenue
Demonstrated ownership of financial reporting, budgeting, and forecasting
Experience working directly with founders or senior executives
Strong ability to exercise independent financial judgment
- Paid-Acquisition Ecommerce Economics
You must understand how paid customer acquisition affects profitability and cash.
This includes practical experience with:
Contribution margin
Customer acquisition cost (CAC)
Marketing efficiency ratio (MER)
Customer lifetime value (LTV)
Advertising spend efficiency
Gross margins and variable costs
Revenue and profitability forecasting
You should be comfortable explaining how changes in advertising performance flow through the P&L and cash forecast.
- Inventory and Cash Flow Management
You must have managed financial planning for a physical product business.
Experience should include:
Inventory purchasing and purchase-order planning
Cash flow forecasting
Working capital management
Inventory-related cash commitments
Planning for growth without creating avoidable liquidity pressure
- Financial Modeling and AI Fluency
You must be able to independently build, review, and maintain financial models.
You should also be comfortable using AI-powered finance tools to improve efficiency while retaining responsibility for accuracy.
We expect you to challenge outputs, identify errors, and validate assumptions rather than blindly accepting automated reports.
- Clear English Communication
You must communicate confidently and clearly in English.
You should be able to explain complex financial issues to a founder in plain language, without unnecessary jargon or lengthy presentations.
Strong plus: Previous in-house finance experience with health, wellness, supplements, beauty, or similar consumer brands.
Tools / Environment
You'll work with our existing finance and reporting setup, including:
Financial modeling and spreadsheet tools
Accounting and bookkeeping outputs
AI-powered reporting and financial analysis tools
Ecommerce revenue and operational data
Meta advertising performance data
Inventory and purchase-order information
Cash flow and expense reporting systems
Specific software experience is less important than your ability to understand the numbers, validate the data, and own the financial model.
You should be comfortable entering an existing setup, identifying what works, and improving what doesn't without unnecessarily rebuilding everything.
Work Environment
Fully remote. Flexible. Async-first. Founder-facing.
This role is designed for a senior finance professional who can deliver high-value financial oversight without needing a full-time schedule.
Approximately 5–10 hours per week
Flexible working hours
Asynchronous communication
One weekly call with the founder
Direct access to the decision-maker
High autonomy and accountability
Minimal meetings and bureaucracy
We care about outcomes, not activity.
However, flexibility does not mean inconsistent availability.
You must be reliable, responsive during agreed working hours, and punctual with financial updates and deliverables.
We expect you to manage your responsibilities without repeated reminders.
Compensation & Benefits
Monthly compensation: 2,000–3,000 USD
This is a part-time fractional engagement requiring approximately 5–10 hours per week.
Compensation within the range will depend on relevant experience, financial ownership, and demonstrated ability to deliver results.
What the role offers:
Fully remote work
Flexible asynchronous schedule
Direct collaboration with the founder
Meaningful influence over financial decisions in a $60M+ annualized revenue business
An existing accounting and AI reporting foundation
High-impact strategic finance work without full-time hours
The opportunity is to own the financial decision-making layer of an established, growing ecommerce business.
Hiring Process
Our proposed hiring process is designed to verify real operating experience, financial judgment, and ability to work independently.
Step 1 — Application Review
We'll review your previous in-house DTC/ecommerce finance experience, the brands you've worked with, and your areas of direct financial ownership.
Step 2 — Founder Interview
We'll discuss your experience with financial models, contribution margins, paid acquisition economics, cash flow, inventory planning, and working with founders.
Step 3 — Practical Finance Scenario
You may be asked to review a realistic DTC financial scenario and explain:
What the numbers tell you
Which figures or assumptions you'd verify
What financial risks you see
What actions you'd recommend to the founder
We're evaluating your judgment and clarity, not your ability to create an unnecessarily complicated spreadsheet.
Step 4 — Final Discussion & Offer
We'll align on availability, working expectations, compensation, and the initial priorities.
Who Thrives Here
You'll thrive in this role if you:
Operate like an owner. You take responsibility for financial accuracy and outcomes rather than waiting for instructions.
Are naturally proactive. You identify issues and communicate them before someone asks.
Are exceptionally reliable. Your forecasts, updates, and deliverables arrive on time.
Understand DTC economics deeply. You know how advertising, margins, inventory, and cash interact in a scaling consumer brand.
Are comfortable challenging numbers. You don't assume a report is accurate simply because a system generated it.
Communicate with clarity. You can explain financial risks and recommendations in a few useful sentences.
Value efficiency. You use AI and automation to eliminate unnecessary manual work while maintaining accuracy.
Can work independently. You don't need constant supervision to identify what matters and deliver results.
Who Will Struggle in This Role
This position is not a fit if you:
Have only worked as an external finance consultant and never held an in-house DTC/ecommerce finance role
Have a traditional accounting background without experience in paid-acquisition ecommerce economics
Need frequent direction or reminders to complete financial deliverables
Produce financial reports but struggle to turn them into actionable business recommendations
Rely on AI-generated numbers without verifying them
Have limited experience managing inventory-related cash flow
Are frequently late with reporting or difficult to reach during agreed working hours
Prefer long presentations and theoretical analysis over clear, practical decisions
Are looking for a bookkeeping position rather than senior financial ownership
We are not looking for someone who needs to be taught how DTC finance works.
We need someone who has already done this at a meaningful scale.
Application CTA
If you've owned finance inside a scaling DTC brand and know how to turn financial data into better decisions, we'd like to hear from you.
To apply, please include:
Brands you've worked for: Name the DTC/ecommerce companies where you held an in-house finance position, your title, and their approximate revenue scale.
What you personally owned: Explain your responsibility for the P&L, financial model, forecasts, cash flow, and inventory planning.
Paid acquisition experience: Describe how you've used contribution margin, CAC, MER, or similar metrics to guide financial decisions.
A real example: Share a situation where your financial analysis identified a problem, prevented a costly decision, or improved profitability or cash flow.
AI experience: Explain how you've used AI in financial reporting or analysis and how you validate its outputs.
Availability and compensation: Confirm that you can commit 5–10 hours weekly and that the 2,000–3,000 monthly budget aligns with your expectations.
Apply here: https://www.orgboard.co/jobs/184905038669429a84b14960208ad69d?src=linkedin_recruiter
Applications that do not demonstrate previous in-house DTC/ecommerce finance experience will not be considered.
We're not hiring someone to prepare the numbers.
We're hiring someone to own what the numbers mean—and help us make better decisions because of them.