Head of Finance & Operations

AFINA; United Kingdom; Remote; GBP 85,000 - 120,000; Full time

Job summary

Afina is seeking a hands-on Head of Finance & Operations to own the financial model, cash flow, and unit economics while leading inventory planning, supplier relationships, and fulfillment optimization. You will partner with the founder in a fast-growing consumer brand environment, reporting directly to the founder and shaping the company’s money and machine.

You will build robust financial processes, drive data-driven decisions, and establish scalable SOPs for future fundraising or

Qualifications

• Prior experience at a DTC or e-commerce brand is essential.
• Built and owned a financial model for a consumer brand, not just contributed to one.
• Hands-on ops experience: inventory cycles, POs, suppliers, 3PLs, freight.
• Deep spreadsheet fluency; decisions driven by numbers.

Responsibilities

• Own the financial model end-to-end: monthly P&L, cash-flow forecasting, budgets, scenario planning.
• Analyze channel and SKU margins, and manage bookkeeping oversight with external accountants or in-house as needed.
• Lead ad-spend economics: CAC, payback, ROI to ground spend decisions in the model.
• Manage cash: burn, runway, working capital; flag issues early.
• Own operations: inventory planning, supplier relations, PO lifecycle, 3PLs, freight cost control, SOPs to scale the business.

Skills

Financial modelling

P&L management

Cash flow forecasting

Budgets & scenario planning

Margin & COGS analysis

Bookkeeping oversight

Ad-spend & CAC analysis

Inventory planning

POs & supplier management

3PL management

Freight cost optimization

SOPs & controls

Job description

About Afina

Afina is a fast-growing consumer brand sold on Amazon and featured across national TV and media. We're in a high-growth phase: scaling Amazon, launching retail partnerships, expanding paid media, and building the team and systems to support what's next. This is a brand with real momentum and a founder-led team that moves fast.

Why this role exists

We're replacing our fractional CFO with our first full-time finance and operations hire. This isn't a back-office seat — you report directly to the founder and own the two things that determine whether a growing consumer brand survives its own growth: the money and the machine. The financial model, cash flow, and unit economics on one side; inventory, suppliers, and fulfillment on the other. At our stage these are one job, and we want one strong owner.

This is a remote position

What you'll own — Finance

• The financial model: own it end to end — monthly P&L, cash-flow forecasting, annual and rolling budgets, scenario planning
• Channel and SKU-level margin and COGS analysis; know exactly what's profitable and what isn't
• Bookkeeping and accounting oversight — manage external accountants or handle it directly at our stage; clean, audit-ready books either way
• Ad-spend economics: partner with marketing on CAC, payback, and channel-level ROI so spend decisions are grounded in the model
• Cash management: burn, runway, working-capital planning — flag problems before they arrive
• Lead finance readiness for any future diligence (fundraise, partnership, or sale)

What you'll own — Operations

• Inventory planning and forecasting across channels; no stockouts, no dead stock
• Purchase orders, supplier relationships, lead-time management, and cost negotiation
• 3PL relationship: performance, SLAs, and fulfillment cost control
• Freight and logistics: inbound and outbound cost optimization
• Build the finance and ops SOPs we don't have yet — documentation, cadences, and controls that scale with the company

Your first 90 days

• Take full ownership of the financial model and validate every assumption in it
• Audit the books and close any gaps in reporting
• Build a 6-month inventory forecast tied to the demand plan
• Establish a monthly finance cadence: close, review, forecast — running like clockwork

What we're looking for (must-haves)

• Prior experience at a DTC or e-commerce brand — non-negotiable
• You’ve personally built and owned a financial model for a consumer brand, not just worked near one
• Hands-on ops experience: inventory cycles, POs, suppliers, 3PLs, freight
• Deep spreadsheet fluency; you make decisions from numbers, not vibes
• Self-directed operator — small team, no layers, you fix things the day you find them

What success looks like in 12 months

Clean books, a model the founder trusts for real decisions, inventory that's always right-sized, fulfillment costs trending down, and a finance function that runs without the founder in the room.