Head of Finance - E-Commerce & Operations

About Afina

Afina is on a mission to transform the everyday shower into a healthier ritual. Our premium filtered showerheads remove chlorine, heavy metals, and other harmful contaminants from water, protecting your skin, hair, and overall health. Backed by 200,000+ happy customers, top tier reviews, and a commitment to quality and transparency, we're a fast growing DTC brand at the intersection of wellness, beauty, and home innovation.

The Role

We're looking for a strategic, hands on Head of Finance to lead our financial operations and help scale Afina to the next level. This role sits at the intersection of finance, operations, and strategy-you'll own everything from financial planning and cash flow management to inventory operations and cost optimization. The ideal candidate has deep experience in e commerce and DTC environments, thrives in fast paced, high growth settings, and brings a strong operational mindset to every decision. You'll be a key partner to leadership, translating numbers into actionable insights that drive profitability and sustainable growth.

Key Responsibilities Financial Leadership & Accounting

• Own and manage all day to day accounting, financial reporting, and month end/year end close processes, ensuring accuracy and timeliness
• Prepare and present monthly, quarterly, and annual financial statements (P&L, balance sheet, cash flow) with clear variance analysis and commentary
• Establish and enforce internal financial controls, policies, and procedures to safeguard company assets and maintain compliance
• Manage relationships with external accountants, auditors, tax advisors, and banking partners
• Lead budgeting and reforecasting cycles, partnering with leadership to set financial targets aligned with company goals
• Oversee payroll, tax filings, and regulatory compliance across all relevant jurisdictions

Cash Flow & Financial Planning

• Build and maintain detailed cash flow forecasts and working capital models to ensure the business is always well positioned for growth
• Manage cash flow proactively-optimizing payment terms with suppliers, monitoring receivables, and maintaining adequate liquidity
• Develop financial models and scenario analyses to evaluate new product launches, marketing investments, channel expansion, and other strategic initiatives
• Lead financial planning and analysis (FP&A) efforts, providing leadership with data driven insights to inform decision making
• Track and report on key DTC and e commerce financial KPIs (CAC, LTV, ROAS, contribution margin, payback period, etc.)

Inventory & Operations Planning

• Collaborate with operations and supply chain teams to develop and maintain demand planning and inventory forecasting models
• Monitor inventory levels, turnover rates, and landed costs-ensuring optimal stock levels while minimizing overstock, stockouts, and dead inventory
• Analyze and optimize the end to end supply chain from a financial perspective, including production costs, freight, warehousing, and fulfillment
• Build reporting and dashboards to give leadership real time visibility into inventory health, COGS trends, and supply chain performance
• Support vendor negotiations and procurement decisions with financial analysis and cost modeling

Cost Optimization & Efficiency

• Identify and drive cost savings opportunities across the business-COGS, shipping, packaging, SaaS tools, marketing spend, and operational overhead
• Conduct profitability analysis by product, channel, and market to uncover margin improvement opportunities
• Evaluate and optimize unit economics, ensuring sustainable growth and healthy contribution margins
• Partner with the marketing and growth teams to analyze return on ad spend, customer acquisition costs, and channel level profitability
• Implement and refine financial systems, tools, and processes to improve efficiency, automation, and reporting accuracy as the company scales

Requirements

What We're Looking For

• 5+ years of progressive finance experience, with at least 3 years in a senior finance role at a DTC, e commerce, or high growth consumer brand
• Deep understanding of e commerce business models, unit economics, and key DTC metrics (CAC, LTV, ROAS, contribution margin, etc.)
• Strong operational mindset-comfortable rolling up your sleeves on everything from inventory planning to vendor negotiations
• Proven experience building financial models, forecasts, and budgets that drive real business decisions
• Expertise in cash flow management, working capital optimization, and financial planning in a fast paced environment
• Advanced proficiency in Excel/Google Sheets, and experience with accounting software (QuickBooks, Xero, or NetSuite)
• Strong understanding of GAAP, tax compliance, and financial controls
• Excellent communicator who can translate complex financial data into clear, actionable insights for non finance stakeholders
• Self motivated leader who thrives with autonomy and can manage competing priorities in a dynamic environment

Nice to Have

• Experience in the beauty, wellness, health, or home goods category
• Experience with subscription or replenishment revenue models
• Background in supply chain finance, inventory management, or operations planning
• Experience with BI and data visualization tools (Looker, Tableau, or similar)
• CPA, CFA, or MBA preferred but not required
• Experience working with 3PLs, international suppliers, and import/export logistics

Why Join Afina

• Lead finance at a high growth DTC brand where your decisions directly impact the bottom line and company trajectory
• Be part of a mission driven brand improving people's daily wellness routines
• Join at a pivotal growth stage where you'll help shape the financial infrastructure and strategy from the ground up
• Remote friendly culture with flexibility and autonomy
• Competitive salary, performance bonuses, and equity options
• Free Afina products