Company: Afina

Website: https://www.afina.com

Industry: E-commerce / Consumer Products

Location: Remote or Hybrid (U.S. preferred)

About Afina

Afina is a growing e-commerce brand focused on building high-quality consumer products with a strong emphasis on operational excellence and financial discipline. As we scale, we are looking for a hands-on CFO who can own our financial function end-to-end while playing a critical role in operational planning and cost optimization.

This is not a purely strategic or advisory role. We are looking for someone who is comfortable building, owning, and operating the systems that keep the business financially healthy and scalable.

Role Overview

The CFO will be responsible for all financial and accounting functions, while also leading key operational planning areas such as cash flow forecasting, inventory planning, and cost optimization across the business.

You will work closely with the founder and leadership team to ensure Afina has the financial visibility, discipline, and operational efficiency required to scale profitably.

Key Responsibilities

Financial Leadership & Accounting

Own and oversee all accounting and financial reporting
Maintain accurate and timely P&L, balance sheet, and cash flow statements
Ensure financial controls, compliance, and clean monthly closes
Manage relationships with external accountants, tax advisors, and auditors

Cash Flow & Financial Planning

Build and maintain detailed cash flow projections
Monitor liquidity and runway
Proactively identify upcoming cash constraints and financing needs
Support pricing, margin, and unit economics analysis

Inventory & Operations Planning

Build and maintain inventory forecasting models
Determine reorder points, lead times, and optimal inventory levels
Align inventory planning with sales forecasts, marketing spend, and seasonality
Work closely with operations, supply chain, and marketing teams

Cost Optimization & Efficiency

Identify and execute cost-saving opportunities across the company
Analyze COGS, fulfillment, logistics, marketing efficiency, and overhead
Implement systems and processes to improve financial and operational efficiency
Track ROI on major initiatives and spend categories

Ideal Candidate Profile

4+ years of experience in finance, accounting, or operations
Prior experience as a CFO, Head of Finance, or senior finance leader
Strong e-commerce background (DTC preferred)

Hands-on experience with:

Financial modeling and forecasting
Inventory planning and supply chain economics
Cash flow management
Deep understanding of unit economics and margins
Comfortable working in a fast-moving, founder-led environment
Highly analytical, detail-oriented, and operationally minded
Experience building systems from scratch is a plus

What This Role Is (and Is Not)

This role is:

Hands-on
Data-driven
Deeply involved in day-to-day financial and operational decisions

This role is not:

A purely strategic or board-level CFO role
A passive oversight position
A role limited to accounting alone

Why Join Afina

Opportunity to play a key leadership role in a growing e-commerce brand
Direct impact on profitability and scalability
Close collaboration with the founder and leadership team
Ability to shape financial and operational systems from the ground up

Afina

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