Fractional CFO

Overview

This role is for a Fractional CFO who helps founders build enterprise value for fast-growing ecommerce and consumer brands. The work supports clients across the US, Canada, the UK, Europe, and Australia.

Clients typically operate in the $3M to $150M revenue range, with engagements designed to improve earnings, strengthen earnings quality, and reduce risk so the business holds up under lender, investor, buyer, or board scrutiny.

Responsibilities

• Lead a portfolio of approximately 10 clients at full load (portfolio size builds as you onboard).
• Run a weekly operating cadence with each founder, including scorecard reviews and actions for the week ahead.
• Grow earnings by analyzing contribution margin by channel and SKU, and determining profitable spending limits across ads, pricing, inventory, and cash.
• Drive durable, organic growth supported by healthy customer economics.
• Prove the quality of earnings through provable, contractual, and repeatable economics (including strong LTV and margins).
• Identify and reduce risk that can discount valuation multiples (e.g., concentration risks, approval bottlenecks, or unverifiable books/data).
• Build and maintain financial plans and models, including:
  • Revenue and COGS/purchasing
  • Payroll and overheads
  • Cash planning
  • Budgets and balance sheets
  • Multi-year forecasting (with updates, not “write once” models)
• Own and guide onboarding deliverables for new clients, including:
  • Day 2: a profit tracker the founder can review daily
  • Day 5: the main constraint, named and sized
  • Day 7: the financial model
  • Day 10: a full Growth Economics Audit walked through with the founder
• Prepare clients for lender/investor diligence, due diligence, data rooms, and quality of earnings preparation; attend key meetings as needed.
• Make decisions with founders supported by clear numbers (e.g., ad spend ceilings, inventory buys, hiring, funding).
• When metrics move the wrong way, measure it, diagnose it, model options, and help the founder decide.
• Review and direct the work of analysts and accountants supporting client engagements.
• Respond same-day to client messages.

First 3-Month Objective

• Take over a portfolio of clients.
• Run full onboarding for each new client.
• Ensure the weekly rhythm is established with every founder served.

Role Scorecard (How Performance Is Measured)

• Client retention across your portfolio.
• Client NPS and feedback on whether they would call you first.
• Weekly meetings held with every client (target: 100%).
• Same-day replies to clients.
• Onboarding milestones hit on time for every new client (Day 2, Day 5, Day 7, Day 10).
• Movement on each client’s Bankable Brand Scorecard, quarter over quarter.

Requirements

• 10+ years in finance, including time as a CFO, VP Finance, or head of FP&A in a growth company, or a background in PE/investment banking/transaction advisory with real operating experience.
• Strong three-statement, driver-based modelling capability with the ability to explain the work to someone who does not like spreadsheets.
• Experience interacting with lenders, investors, or acquirers (raising capital, refinancing, quality of earnings reviews, due diligence, or exits).
• Understanding of what drives a multiple, and a track record improving at least one driver.
• Fluent business English (spoken and written).
• Ability to coach and empathize so founders and CEOs act on your advice.
• Based in the US, Canada, the UK or Europe, with good overlap with North American business hours.

Preferred Qualifications

• Ecommerce, DTC, or CPG experience (e.g., contribution margin, CAC and payback, cohorts, inventory and cash conversion, Shopify and Amazon).
• CPA, CA, ACCA, CFA, or an MBA.
• Experience running a weekly operating cadence (EOS, scorecards, L10s, or similar).
• Experience coaching or managing analysts and accountants.

Compensation & Benefits

• Senior-level pay benchmarked to your market.
• Upside increases as clients served grow through a partnership model.
• Fully remote work.
• Generous vacation and time-off policies.
• Company-wide shutdown between Christmas and New Year.
• A real path to partner.

Location

• Based in the US, Canada, the UK or Europe, with good overlap with North American business hours.