Fractional Chief Financial Officer (CFO), DTC Ecommerce Brand Remote (anywhere in United Kingdom)

A profitable DTC pet brand is looking for a hands-on Fractional CFO to join our team! You will take over our finances end to end: not just projections, but actually running them. That means cash flow, the monthly close, payments, tax, budgets and the credit lines that fund our growth, for about 1-2 days a week.

We're doing $50M+ a year and scaling to $100M+, and we want one person who owns the money so we don't run into problems as we double the business. We are looking to hire someone who has been CFO or VP of Finance for at least one DTC ecommerce brand doing $30M+ a year. The ideal candidate has run 13-week cash flows and monthly closes with a bookkeeper, has a deep understanding of subscription models, and has set up or managed an inventory- or receivables-backed credit facility.

The mission of this role

Own the company's money: cash, books, payments, projections and financial planning, so the CEO always knows where cash and profit stand today and where they are heading + improving terms, cash conversion cycle etc. Success is clear, accurate projections on cash flow, subscriptions and the cash conversion cycle so there are no surprises, books closed on time every month, and every payment and filing right and on time. You also own the company's credit lines, lender relationships and financial controls, so growth is always funded and every dollar is accounted for.

Who are we?

We are a profitable DTC brand selling premium pet products. We sell across Shopify, Amazon and Chewy, and we're one of the fastest-growing brands in the pet space – $50M+ in annual revenue and scaling to $100M+. We recently launched a second brand, expanding into a new customer base. We're a 100% remote, lean, senior team that moves fast, and every person here has a massive impact on the business.

What is our culture like & who is a good fit?

Culture-fit is our #1 factor when hiring! We have a genuine will-to-win. No work is beneath us if it moves us towards our goals. We use creativity to do more with less – and quickly. We use data to make decisions and live by four core values:

Better Everyday: make the close, the cash forecast, payments and tax filing a bit faster and cleaner every month, and fix the root cause of every payment or booking error.

Speed Is King: have the 13-week cash flow current before our Monday leadership meeting, pay bills and contractors on time, close the books on schedule, and flag a cash risk or overrun the week it shows up.

Work Smart: automate finance work so a part-time role covers the whole function. Bank feeds and rules handle reconciliations, every tax and payment deadline has a scheduled reminder, Claude drafts the monthly finance summary from the closed books, and the cash flow forecast pulls actuals automatically.

Overdeliver: bring the CEO the decision the numbers point to, not just the numbers, and find savings and cash-timing wins before being asked.

If you want a stress-free corporate 9–5 job, this isn't it.

If you want to challenge yourself and shape a fast-growing company, work directly with the founder, and play a big role in scaling it to $100M+... If you want to drive results with a group of passionate, smart, hardworking people, in an environment without politics or corporate chicanery, being hands-on and active – then you've come to the right place.

Outcomes (what success looks like)

90-day targets for each outcome are agreed with you before your start date.

Cash flow, subscriptions and the cash conversion cycle are projected clearly, so there are no surprises: projections vs actuals; cash never below the minimum balance

The books are accurate and closed on time every month: close date each month; no corrections needed after the P&L review with the CEO

Everyone is paid right and on time: contractor pay, bills and payouts paid by their due date

Fixed costs stay within budget: monthly fixed costs vs budget

We have the credit and capital to fund growth: credit available vs the cash needed for the next two quarters of purchase orders

Money is controlled and the books are audit-ready: every payment has a second approval; all accounts reconciled monthly

Key Objectives

Keep a 13-week cash flow current every week, know the cash trough, and time supplier and PO payments to the plan.

Close the books on time every month with our bookkeeper and review the P&L against budget with the CEO.

Run contractor pay, supplier and freight bills, and affiliate payouts correctly and on time.

Project subscriptions, subscription cohorts and the cash conversion cycle, and flag anything moving against plan the week it shows up.

Keep every sales tax and corporate tax filing right and on time with our CPA.

Grow our credit lines and set up an asset-based lending facility so the next two quarters of POs are always funded.

Put two-person approvals and monthly reconciliations on every account, and keep the books audit-ready.

Fully remote, fractional: about 1-2 days a week approx. (as needed)

Fluent in English

Finance Leadership: CFO or VP of Finance for at least one DTC ecommerce brand doing $30M+ a year is a must.

Hands-On: you do the work, not just advise. You have run 13-week cash flows, monthly closes with an outside bookkeeper, and contractor and supplier payments yourself.

Ecommerce Finance: you have reconciled Shopify and Amazon payouts and understand nCPA, MER, LTV, COGS and inventory cash cycles.

Forecasting: you build cash flow, subscription cohort and cash conversion cycle projections that hold up against actuals.

Capital & Lenders: you have set up or managed an inventory- or receivables-backed credit facility and keep lenders confident with clean reporting.

Tax & Controls: sales tax experience alongside a CPA, and running one clean payment process with approvals and reconciliations.

Attention to Detail: you catch a wrong amount, a duplicate payment or a missed filing before money moves.

Discreet and trustworthy with contractor pay, bank access and owner finances.

Responsive when a cash or payment issue comes up, even outside your set days. You are passionate about your work.

Excellent cultural fit as per our values above.

Excited to play a big role in scaling the company and work closely with the founder.

Bonus points: an inventory-heavy brand importing from China, and cross-border experience (e.g. US and Hong Kong).

Accountabilities

What you own. Each one is checked green, yellow or red every week.

Cash flow and forecast: keep the 13-week cash flow current before the Monday leadership meeting, know the cash trough, and make sure PO, freight and supplier payments fit the plan.

Contractor pay and payments: run contractor pay twice a month, and pay supplier and freight invoices, software and card expenses, and affiliate and creator payouts correctly and on time.

Books, P&L and budget: close the books monthly with our bookkeeper, review their work, review the P&L against budget with the CEO, and set and track the annual and monthly budget.

Sales tax and compliance: prepare sales tax filings with our CPA and keep every sales tax and corporate tax filing on time.

Financial reporting and projections: bring the cash picture to the weekly leadership meeting, project subscriptions and the cash conversion cycle, and send the CEO a monthly finance report.

Credit, banking and capital: grow credit limits and lines, set up and run an asset-based lending facility, own bank and lender relationships, and manage currency exposure on supplier payments (RMB, USD, CAD).

Controls, structure and the AI finance stack: two-person approval on every payment, every account reconciled monthly, structure and tax for any new entity with our CPA, and own our AI finance agents and automations.

How Our Hiring Works & How We Operate

(1) Application + Screening Interview

(2) In-Depth Interview with our CEO

(3) Reference Calls

(4) Final Interview with our CEO

Salary Expectation

USD $7,000 to $10,000 per month, as a retainer for about 1-2 days a week.