A Fractional CFO is a senior financial executive who works part-time with your eCommerce business to provide strategic financial leadership. Unlike traditional accountants who focus on compliance and tax preparation, a fractional CFO helps you make forward-looking decisions about cash flow, profitability, inventory management, and scaling strategies.
For eCommerce businesses doing $3M-$100M+ in revenue, a fractional CFO bridges the gap between basic bookkeeping and having a full-time CFO on staff. We focus on profit optimization, cash flow management, and creating financial systems that support sustainable growth.
Virtual CFO: Provides financial reports, insights, and advisory services remotely. They analyze your data and give strategic recommendations but aren't deeply involved in day-to-day operations.
Fractional CFO: Gets intimately involved with your business operations and data. Beyond reports and advice, they implement financial systems, work directly with your team, and actively manage your financial strategy. They become part of your leadership team.
The right choice depends on your business stage. Companies in "financial purgatory" (successful but stressed) typically need fractional CFO services to build proper systems and escape reactive decision-making.
Bookkeepers record transactions and maintain accurate books. Accountants prepare tax returns and ensure compliance. CFOs provide strategic financial leadership and forward-looking guidance.
Traditional accountants are historians, they tell you what happened. CFOs are strategists, they help you plan what's next. For eCommerce businesses, this means understanding metrics like True Customer Acquisition Cost (CAC), Lifetime Value (LTV), contribution margins, and inventory turnover that accountants typically don't track.
eCommerce has unique financial challenges that traditional accountants don't understand:
Most accountants tell you to "spend less on ads" without understanding that advertising is the lifeblood of eCommerce. We understand both finance and digital marketing, ensuring your financial strategy supports profitable growth.
Over the last decade, I've worked exclusively with 8 and 9-figure eCommerce brands, helping them optimize financial systems, improve cash flow, and scale profitably.
Recently, I've also created specialized programs for 7 and 8-figure brands so that you can access the same strategic financial guidance that's typically reserved for much larger companies. This means you get enterprise-level CFO expertise while you're still building toward that next growth phase, preventing the "financial purgatory" that traps so many successful businesses.
You work directly with me, not an outsourced team. No bait-and-switch.
I provide comprehensive financial leadership services designed to transform eCommerce businesses from profit-bleeding chaos to strategic financial clarity. My approach focuses on three core areas: building owner-first financial architecture that works for you (not just your P&L), creating margin and cash flow intelligence so you understand exactly where money flows in your business, and developing operational foresight and resilience to protect everything you've built.
Services include strategic financial leadership and planning, real-time cash flow management, profit optimization and margin analysis, financial forecasting and scenario planning, exit preparation, financial systems implementation, and Profit First methodology specifically adapted for eCommerce businesses.
During our free clarity call, I'll assess your business stage and recommend the right level of support.
I don't just give advice, I implement systems and work alongside your team to create lasting change.
I've built and scaled four eCommerce brands myself, plus run a digital marketing agency. I understand both finance and marketing, and the critical gap that usually exists between them.
Most CFOs come from corporate backgrounds with understanding of the financial theory and don't understand eCommerce as they haven't got their hands dirty in the practicality of running their own business or have felt the emotion behind placing that big inventory order. My background in actuarial science gives me the analytical foundation, but my hands-on eCommerce experience means I understand the real-world pressures you face.
Most accountants don't understand digital marketing. I bridge both worlds, ensuring your financial strategy supports profitable scaling, not just compliance.
Profit First flips the traditional formula from Sales - Expenses = Profit to Sales - Profit = Expenses. You allocate profit first, not last.
As a former Certified Profit First Professional, I've adapted this methodology specifically for eCommerce. The traditional model uses blended industry benchmarks that don't work for fast-moving eCommerce brands with inventory cycles and ad spend fluctuations.
My eCommerce-specific approach factors in:
Cash flow is the #1 killer of profitable eCommerce businesses. We create systems to:
Beyond basic P&L metrics, eCommerce businesses need to track:
Most accountants don't track these metrics. We make them central to your financial dashboard.
Investment varies based on your business size and needs. If you're looking for a cheaper CFO then I am not the right fit for you.
My guarantee is simple: I'll help you recover more profit than you invest in my services, making the decision to work together an obvious win.
We'll discuss what's right for your situation during your free clarity call.
Most clients see immediate results within 90 days:
One client discovered their accounting software was duplicating sales entries, costing hundreds of thousands in unnecessary taxes. Another found their inventory wasn't even appearing on their balance sheet, hiding 32% more profit than reports showed.
Absolutely not. That's my job. I translate complex financial data into clear, actionable insights you can use to make confident decisions.
My approach is: Simple systems scale. Complex systems fail.
No, the earlier I come on board the more profit we can save. You do need to have a bookkeeper.
You might need CFO services if you're experiencing:
If you're in "financial purgatory", successful but stressed, CFO services can transform your business clarity and confidence.
Click the Apply Now button to book your free Financial Clarity Strategy Call. We'll review your current financial structure, identify profit leaks, and create a custom roadmap for your business.
I only work with 10 eCommerce brands per month to ensure exceptional results. When spots are full, you'll join a waiting list for the next opening.
Yes! Visit our Results Page for detailed case studies showing how we've helped eCommerce brands:
I bring 17 years of finance experience plus hands-on eCommerce expertise:
This combination means I understand both the financial and operational realities of scaling eCommerce businesses.
Direct. Strategic. Empowering.
I cut through confusion with plain English, no jargon. I'm here to build your financial capability, not create dependency.
Click the Apply Now button to book your free Financial Clarity Strategy Call. We'll review your current financial structure, identify profit leaks, and create a custom roadmap for your business.
I only work with 10 eCommerce brands per month to ensure exceptional results. When spots are full, you'll join a waiting list for the next opening.
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