Head of Finance – E-Commerce & Operations

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 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 Overview

The 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 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 Head of Finance 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

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