Chief Financial Officer (cfo)

About the role

We are seeking a hands-on, strategic CFO to own the entire finance function, lead a team of 4 (two bookkeepers, one auditor, one controller), and prepare the business for a raise. You will report directly to the Founder/CEO and have full P&L visibility and ownership. This role requires someone who can operate at 30,000 feet (strategy, capital markets, exit prep) and at ground level (ERP cleanup, cost optimization, hands-on problem solving). We are a lean organization that values truth, ownership, and results over corporate theater.

Responsibilities

• Strategic Finance & Exit Readiness
• Lead preparation for capital raise or strategic exit, including data room creation, CIM support, and buyer/investor Q&A
• Manage Quality of Earnings (QoE) process and due diligence with investment banks, PE firms, and strategic acquirers
• Build and maintain relationships with banks, lenders, and capital partners
• Develop 12-24 month financial forecasts and scenario models for growth planning and exit valuation
• Own capital allocation strategy and provide recommendations on investment priorities
• Financial Operations & Systems
• Clean up and optimize Fulfil.io ERP system, chart of accounts, inventory costing, revenue recognition
• Ensure timely and accurate monthly, quarterly, and annual close processes
• Own all financial reporting: P&L, balance sheet, cash flow, and management dashboards
• Oversee AP/AR, payment processing (Wire, ACH, Amex), and vendor payment cycles
• Manage bank reconciliations across multiple accounts and marketplace platforms (Shopify, Amazon, PayPal, Braintree, Bluesnap)
• Ensure sales tax compliance across all 50 states via TaxJar and manual filings
• Unit Economics & Profitability
• Build true channel-level P&Ls with fully loaded contribution margins (DRTV, DTC, Amazon, TikTok, Retail)
• Analyze and optimize unit economics by SKU, channel, and campaign
• Identify and execute cost reduction initiatives across fulfillment, shipping, COGS, and operations
• Partner with marketing on CAC/LTV analysis, ROAS tracking, and budget allocation
• Support pricing strategy and margin analysis for new product launches and retail partnerships
• Cash Management & Treasury
• Own daily, weekly, and monthly cash flow forecasting and reporting
• Manage working capital and optimize cash conversion cycle
• Oversee payroll processing and crediting via Wise and Chase
• Monitor and manage AMEX, credit facilities, and vendor payment terms
• Coordinate with banks on treasury operations and credit facilities
• Team Leadership & Management
• Manage and develop a finance team of 4: two bookkeepers, one auditor, one controller (offshore in Philippines/Colombia)
• Establish KPIs, workflows, and accountability for the finance function
• Drive automation and process improvement across financial operations
• Serve as the financial point of contact for external auditors, tax advisors, and legal counsel
• Report directly to the Founder/CEO and provide strategic counsel on all financial matters

Requirements

• Required Experience
• 7+ years of progressive finance experience, with at least 3 years in a senior finance leadership role (VP Finance, Head of Finance, or CFO)
• Direct experience with DTC / e-commerce businesses, ideally consumer products at $50M+ revenue
• Proven track record preparing a company for exit, raise, or M&A transaction (sell-side preferred)
• Hands-on experience with ERP systems (Fulfil.io, NetSui

Benefits

Additional Information

About Catch Creation Catch Creation is a global eCommerce company built for the digital age. We create, grow, and manage online brands that inspire customers and deliver real value through exceptional products and experiences. Our team thrives in a fully remote environment, combining creativity, data-driven strategy, and innovation to build scalable eCommerce solutions that perform. From concept to conversion, we specialize in developing brands that stand out in competitive markets-driven by a passion for design, storytelling, and customer satisfaction. Every product we launch reflects our commitment to quality, authenticity, and growth. At Catch Creation, we believe great ideas can come from anywhere-and our remote-first culture allows talented people from around the world to collaborate, innovate, and bring those ideas to life. ABOUT MUDDY MAT Muddy Mat is a 9 figure revenue direct-to-consumer pet products brand, bootstrapped and profitable. We are the #1 selling indoor mat for cleaning dog paws, loved by millions of pet owners across America. Our portfolio includes Muddy Mat, Cloud K9 (anti-anxiety dog beds), and Wizz (pet stain remover). We operate across Direct Response TV, direct-to-consumer e-commerce, Amazon, TikTok Shop, and expanding retail partnerships with major chains including Home Depot, Costco, and Walmart. With 95-98% of sales in the US, and soon to be more international. This is a real CFO seat at a high-growth, nimble, profitable business, not a reporting role buried under layers of corporate bureaucracy.

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