About Afina
Afina is a fast-growing consumer brand sold on Amazon and featured across national TV and media. We're in a high-growth phase: scaling Amazon, launching retail partnerships, expanding paid media, and building the team and systems to support what's next. This is a brand with real momentum and a founder-led team that moves fast.
Why this role exists
We're replacing our fractional CFO with our first full-time finance and operations hire. This isn't a back-office seat — you report directly to the founder and own the two things that determine whether a growing consumer brand survives its own growth: the money and the machine. The financial model, cash flow, and unit economics on one side; inventory, suppliers, and fulfillment on the other. At our stage these are one job, and we want one strong owner.
This is a remote position
What you'll own — Finance
- The financial model: own it end to end — monthly P&L, cash-flow forecasting, annual and rolling budgets, scenario planning
- Channel and SKU-level margin and COGS analysis; know exactly what's profitable and what isn't
- Bookkeeping and accounting oversight — manage external accountants or handle it directly at our stage; clean, audit-ready books either way
- Ad-spend economics: partner with marketing on CAC, payback, and channel-level ROI so spend decisions are grounded in the model
- Cash management: burn, runway, working-capital planning — flag problems before they arrive
- Lead finance readiness for any future diligence (fundraise, partnership, or sale)
What you'll own — Operations
- Inventory planning and forecasting across channels; no stockouts, no dead stock
- Purchase orders, supplier relationships, lead-time management, and cost negotiation
- 3PL relationship: performance, SLAs, and fulfillment cost control
- Freight and logistics: inbound and outbound cost optimization
- Build the finance and ops SOPs we don't have yet — documentation, cadences, and controls that scale with the company
Your first 90 days
- Take full ownership of the financial model and validate every assumption in it
- Audit the books and close any gaps in reporting
- Build a 6-month inventory forecast tied to the demand plan
- Establish a monthly finance cadence: close, review, forecast — running like clockwork
What we're looking for (must-haves)
- Prior experience at a DTC or e-commerce brand — non-negotiable
- You've personally built and owned a financial model for a consumer brand, not just worked near one
- Hands-on ops experience: inventory cycles, POs, suppliers, 3PLs, freight
- Deep spreadsheet fluency; you make decisions from numbers, not vibes
- Self-directed operator — small team, no layers, you fix things the day you find them
What success looks like in 12 months
Clean books, a model the founder trusts for real decisions, inventory that's always right-sized, fulfillment costs trending down, and a finance function that runs without the founder in the room.
Skills Required
- Prior experience at a direct-to-consumer or e-commerce brand
- Personally built and owned a financial model for a consumer brand
- Hands-on experience with inventory cycles, purchase orders, suppliers, 3PLs, and freight
- Deep spreadsheet fluency
- Self-directed operating ability in a small, fast-moving team
What We Do
Afina is a fast-growing e-commerce brand in the beauty and wellness space specializing in high-quality filtered showerheads. Dedicated to promoting health and well-being, their products filter out chlorine, heavy metals, and impurities to improve the daily shower routine. By reducing exposure to harsh chemicals, Afina helps customers achieve healthier hair, skin, and nails through its innovative filtration technology and commitment to wellness.
