The eCommerce CFO

You're doing $5M+ in revenue. You've cracked customer acquisition and scaling sales. But here's the problem: you don't actually know if you're making money.

Your P&L says "profitable." Your bank account tells a different story. You're not sure which products are winners and which are bleeding cash. Inventory decisions feel like gambling. Ad spend keeps climbing but contribution margin is a mystery.

Revenue growth won't fix this. Profit optimisation will.

I'm a strategic CFO who's lived your exact situation. I've co-founded four eCommerce brands, scaled multiple 8-9 figure businesses, and spent 17 years in finance, 10 of those exclusively in eCommerce. I know what it's like to watch $100K disappear into inventory black holes, to hit $5M and realise your margin assumptions were wrong, and to have "profitable" financials that don't match reality.

Mike Michalowicz (Profit First author) endorsed my approach because it works: find the profit already hiding in your business, then build systems that protect it while you scale.

What I Do Differently:

Owner-First Financial Architecture - Your business should fund your life, not consume it. We reverse-engineer from what you need to take home, then build the systems to protect it while funding growth. I optimise for profit you can actually keep.

Margin and Cash Flow Intelligence - SKU-level profitability analysis. Cash separated by purpose (inventory, ads, tax, owner pay). Real forecasting that lets you test decisions before making them. You'll know exactly which products drive profit and which ones drain it.

Operational Resilience - Audit dependencies (platforms, suppliers, payment terms). Strengthen your foundation so you can scale without the wheels falling off. Create a Founder Operating System that turns reactive firefighting into proactive planning.

My clients have uncovered duplicate accounting entries costing hundreds of thousands, discovered they were 11% more profitable than reports showed, eliminated high-interest debt cycles, and turned customer acquisition from loss-making to profitable without changing products or prices.

If you're past $5M and want to scale faster by optimising the profit you're already making, you need someone who understands eCommerce unit economics, inventory cash timing, and how ad spend connects to contribution margin. I know A2X, I know Xero, and I know exactly where profit leaks in your business model.

That's what I do.