Finance Lead – D2C / Ecommerce

Caresmith India; Mumbai; On-site; INR 1,800,000 - 2,500,000; Full time

Job summary

Caresmith India in Mumbai seeks a Finance Lead to own the finance function, reporting directly to the Founder. This senior role requires managing finances across multiple sales channels, ensuring compliance, and optimizing cash flow. The ideal candidate will have considerable experience in finance roles and demonstrate strong leadership, analytical, and communication skills.

The position demands a hands-on approach to building finance systems and ensuring visibility across departments. Must have expertise in managing relationships with banks and ecommerce marketplaces.

Qualifications

• 8-12 years of post-qualification experience in progressively responsible finance roles.
• At least 2–3 years owning a finance function end-to-end in a company with 50–200 crore revenue.
• Experience building finance processes and systems in startup or ecommerce environments.

Responsibilities

• Take end-to-end ownership of the finance function at Caresmith.
• Manage cash flow planning across entities to avoid liquidity issues.
• Ensure statutory compliance across legal entities and maintain relationships with banks.

Skills

Financial modeling

Cash flow management

MIS and reporting systems

Team management

Bank and NBFC relationships

Ecommerce marketplace settlements

Excellent communication

Education

CA or equivalent

Tools

Tally

Zoho Books

Excel

Job description

Caresmith is a D2C personal care and grooming brand based in Fort, South Mumbai. We design, manufacture, and sell across our own D2C website, Amazon, Flipkart, quick commerce and other ecommerce marketplaces. We operate multiple legal entities, manage complex marketplace and reseller relationships, and are actively scaling with debt financing. We are a lean, fast-moving team of ~50 people building a brand that millions of Indians use daily.

About This Role

We’re looking for a Finance Lead to take end-to-end ownership of the finance function at Caresmith. This is the most senior full-time finance role in the company. You will report directly to the Founder.

Caresmith has grown rapidly, and we’ve reached a stage where the finance function needs to match the scale and complexity of the business. We operate across multiple sales channels with different settlement cycles, manage a working capital-intensive inventory model, maintain relationships with banks and NBFCs, and run multiple legal entities. We need someone who can own all of this — the planning, the controls, the cash, the reporting, and the team — and build the financial infrastructure that powers the next stage of growth.

This is a builder’s role. If you’ve taken a finance function from early-stage to well-structured at a growing company, enjoy getting your hands dirty with spreadsheets and bank portals while also thinking about the big picture, and thrive in environments where you get to shape how things work — this role is for you.

What You Will Own

Working Capital, Treasury & Debt

• Cash flow planning and daily/weekly cash position management across entities — ensuring the business never faces a liquidity surprise
• Working capital cycle optimization: managing the gap between vendor payments, inventory holding periods, and marketplace/reseller settlement timelines
• Bank and NBFC relationship management — maintaining and expanding relationships across institutions for term loans, working capital facilities (CC/OD), and other instruments
• Debt management: covenant compliance, lender MIS and reporting, debt service scheduling, and evaluating new financing options as the business scales
• Overseeing vendor payment terms and negotiation in partnership with the procurement team
• Import financing coordination (LCs, buyer’s credit) if and where applicable to the sourcing model
• Annual budgeting and rolling forecasts for revenue, COGS, marketing spend, overheads, and working capital — broken down by channel (D2C website, Amazon via reseller, Flipkart via reseller)
• Monthly variance analysis with root-cause explanations, not just numbers
• Scenario modeling for pricing decisions, new product launches, promotional campaigns, and channel expansion
• Capex planning: warehouse infrastructure, tooling for new products, equipment, and technology investments
• Headcount budgeting and cost-to-company planning in coordination with HR
• SKU-level and channel-level P&L construction: revenue, marketplace fees (commission, referral, closing, logistics, advertising), reseller margins, returns, and net realizable value
• Monthly reconciliation of marketplace and reseller settlements (Amazon via KKOC, Flipkart via Alpha, D2C via Shopify/payment gateways) — ensuring billing matches collections with zero leakage
• Marketing spend and ROAS analysis across Amazon Ads, Flipkart Ads, Google, and Meta — providing budget optimization inputs grounded in contribution margin, not just platform-reported metrics
• Tracking CAC, LTV, AOV, return rates, and other D2C metrics alongside financial performance

Accounting, Compliance & Entity Management

• Overseeing books of accounts, month-end close, and financial reporting across all entities (with the Controller and accounts team executing day-to-day)
• Ensuring 100% statutory compliance: GST filings and ITC optimization, TDS/TCS, income tax, ROC filings, and audit coordination (statutory, tax, and internal)
• Multi-entity financial management: inter-company transactions, entity-level P&L, consolidated reporting, and transfer pricing compliance where applicable
• AR and AP reconciliation oversight — ensuring receivables are collected on time and payables are managed to optimize cash position
• Inventory valuation, costing accuracy, and COGS reconciliation in partnership with supply chain

MIS, Reporting & Cross-Functional Visibility

• Monthly business performance pack for the Founder: P&L, balance sheet, cash flow, channel health, marketing efficiency, and operational KPIs in a single source of truth
• Cross-functional reporting architecture — working with operations, marketing, customer care, supply chain, and ecommerce teams to define what they track, in what format, and on what cadence
• Lender MIS and reporting: ensuring banks and NBFCs receive timely, accurate financial data as per covenant requirements
• Data room readiness: maintaining clean, audit-ready financials that can support due diligence at short notice
• Managing and developing the finance team: Controller, accounts executives, and CA associate
• Setting performance standards, defining output quality, and building team capability
• Process documentation — systematizing every workflow so the function is repeatable, auditable, and not dependent on any single person

What This Role Looks Like Day-to-Day

This is a hands-on leadership role, especially in the first year. You will be on bank portals reviewing cash positions, in Excel building P&L models, on calls with lenders, and in meetings with the marketing or ops team defining their reporting needs — often in the same day. Strategy and delegation grow as the foundation solidifies.

You will spend significant time outside of finance — with operations, marketing, customer care, ecommerce, supply chain, and procurement teams. Understanding their operations and ensuring financial visibility across the company is a core part of this role, not a side project.

You will have a direct line to the Founder on business decisions. If a pricing change doesn’t make financial sense, or a marketing budget needs reallocation, or a vendor payment term needs renegotiating — you are the person who flags it with data and a recommendation.

What We’re Looking For

Must Have

• CA or equivalent with 8–12 years of post-qualification experience in progressively responsible finance roles
• At least 2–3 years owning a finance function end-to-end at a company in the 50–200 crore revenue range — not just a vertical within a larger finance team
• Experience building finance processes, MIS, and reporting systems in a startup, scale-up, or D2C/ecommerce environment
• Strong working capital and cash flow management experience — you understand the cash conversion cycle and have actively managed it
• Hands-on financial modeling, P&L construction, and variance analysis in Excel/Google Sheets
• Experience managing bank and NBFC relationships, debt facilities, and lender reporting
• Experience with ecommerce marketplace settlements (Amazon, Flipkart) or reseller/distributor reconciliation
• Proven people management in small-team environments — you have built teams, set standards, and developed people
• Excellent communication — you can present financial analysis to a founder and to non-finance teams and make it actionable
• Familiarity with ERP/accounting systems (Tally, Zoho Books, or similar) and GST compliance

Good to Have

• Prior experience in D2C, personal care, health & wellness, FMCG, or consumer electronics
• Multi-entity financial management experience (consolidation, inter-company, transfer pricing)
• Experience managing outsourced finance or controllership engagements
• Import financing experience (LCs, buyer’s credit, forex management)
• Working knowledge of ad platform analytics (Amazon Ads, Meta, Google) — enough to evaluate ROAS data
• Experience with data visualization or BI tools (Looker Studio, Power BI)
• Track record of supporting or leading due diligence processes for debt or equity raises