Director of Finance

Roo & You; London; Hybrid; CAD 90,000 - 130,000; Full time

Job summary

A growing Canadian family brand in London is seeking a Director of Finance to lead financial strategy and drive operational efficiency. This hands-on role offers the chance to build the finance function from the ground up, with a clear path to more senior positions like VP of Finance or CFO. Ideal candidates will have extensive finance experience, be proactive problem-solvers, and be comfortable in fast-paced environments. Competitive salary and various perks are offered.

Benefits

Competitive salary + bonus tied to company performance

Health, dental, and wellness benefits

Flexible work setup

Generous vacation and paid time off

A product you'll be proud to represent

Founder-led team that values transparency

Qualifications

• Experience in leadership or ownership-capacity role for at least 3 years.
• Familiarity with IFRS and/or US GAAP is a plus.
• Hands-on experience in CPG or manufacturing is highly valued.

Responsibilities

• Own the company's financial strategy and build a reporting cadence.
• Develop budgeting and forecasting models for decision making.
• Ensure compliance with ASPE while preparing for future transitions.

Skills

CPA designation (active and in good standing)

8+ years of progressive finance experience

Proficient in ASPE

Strong modeling and forecasting skills

Experience in eCommerce

Comfortable using accounting software

Strong communication skills

Tools

QuickBooks

Xero

Shopify tools

Job description

About Roo & You

Roo & You isn’t just a play couch company,it’s a movement built around imagination, connection, and creating space for kids to just be kids.

We’re family-founded, proudly Canadian, and obsessed with designing products that bring joy to children while fitting seamlessly into family homes. At the heart of it all is one simple belief: play matters. It shapes minds, builds bonds, and brings families closer together.

In just a few years, we’ve gone from a living room idea to one of Canada’s fastest-growing family eCommerce brands, with a growing presence across the U.S. and big expansion plans ahead.

At Roo & You, you're not just joining a company. You're joining a team that's rewriting what playtime can look like and building something big, bold, and full of heart.

About the Role

This is not a maintenance role,it’s a builder’s role.

As our first dedicated in-house finance leader, you’ll be stepping into a hands-on, high-impact position with no direct reports initially, but with full ownership of the department. You’ll report directly to our co-founders and collaborate closely with other department heads to drive financial clarity, operational efficiency, and long-term strategy.

We're looking for someone ready to take initiative, create structure where it doesn't yet exist, and help us scale responsibly. If you’re a strategic thinker who enjoys wearing many hats and wants the chance to shape not just a company’s future, but your own career path, this role is for you.

The Role

As our Director of Finance, you will:

• Own the company’s financial strategy and build a reporting cadence that’s clear, consistent, and actionable
• Develop budgeting and forecasting models that drive confident, data-backed decisions
• Ensure full compliance with ASPE, while preparing for a future transition to IFRS or US GAAP
• Implement scalable systems, processes, and controls that support growth and reduce risk
• Lead audit or review prep with external accountants
• Guide financial planning across pricing, margins, inventory, and capital allocation
• Provide strategic insight to the founders, supporting investor conversations, shareholder planning, and long-term direction
• Design the finance function of the future, from tools and reporting to eventual hiring
• Be a true partner across the business, collaborative, hands-on, and ready to lead

Qualifications

• CPA designation (active and in good standing)
• 8+ years of progressive finance experience, with at least 3 years in a leadership or ownership-capacity role
• Proficient in ASPE, with familiarity in IFRS and/or US GAAP; experience during transitions or fundraising is a plus
• Strong modeling and forecasting skills, including cash flow and scenario planning
• Experience working with auditors, investors, or external reviewers
• Hands-on experience in eCommerce, CPG, or manufacturing is highly valued
• Comfortable using accounting software and ERP systems like QuickBooks, Xero, or Shopify tools
• Strategic, analytical, and proactive with strong communication skills
• Confident without ego, and able to collaborate across teams
• You have a builder’s mindset. You like solving, fixing, organizing, and improving

Why This Role Matters

Roo & You is at a turning point. We’re growing across borders, evolving our product lines, and preparing for more complex financial demands. You’ll be the architect of our financial function, designing the systems, reports, and strategies that will carry us forward.

We’re not offering a fixed lane, we’re offering the opportunity to build your own. As Roo & You grows, this role will evolve into a more senior strategic finance position, giving you the opportunity to grow your career alongside the company.

The Growth Path

This position is designed to grow as we grow.

Within 12–24 months, we expect this role to evolve into VP of Finance or CFO, depending on company direction and performance. You’ll have a front-row seat in executive planning and real influence over long-term company strategy.

The Perks

• Competitive salary + bonus tied to company performance
• Health, dental, and wellness benefits
• Flexible work setup, remote, hybrid, or in-person in London
• Generous vacation and paid time off
• A product you’ll be proud to represent and a brand families genuinely love
• A founder-led team that values transparency, autonomy, and creativity
• A business that’s family-first because we’re parents too

Apply Now

If you’re a finance leader who thrives in fast-paced environments, loves building from scratch, and wants to help shape the future of a beloved Canadian brand, we’d love to hear from you.