Head of Finance – E-Commerce & Operations

Company: AfinaWebsite: https://www.afina.com Industry: E-commerce / Consumer ProductsLocation: Remote or Hybrid (U.S. preferred)About AfinaAfina 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 Head of Finance 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 OverviewThe Head of Finance 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 ResponsibilitiesFinancial 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 auditorsCash 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 analysisInventory & 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 teamsCost 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 categoriesIdeal 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 plusWhat This Role Is (and Is Not)This role is:

    Hands-on

    Data-driven

    Deeply involved in day-to-day financial and operational decisionsThis role is not:

    A purely strategic or board-level Head of Finance role

    A passive oversight position

    A role limited to accounting aloneWhy 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

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