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.
Head of Finance & Operations in London employer: Afina
Afina is an exceptional employer for those looking to kickstart their career in marketing analytics and business intelligence. With a focus on personal growth, employees are empowered to take on meaningful responsibilities from day one, working directly with founders and experienced entrepreneurs in a fast-paced, high-growth environment. The company fosters a culture of curiosity and innovation, offering competitive compensation and a clear path for advancement, making it an ideal place for ambitious individuals eager to make a real impact in the e-commerce space.
