Chief Financial Officer

Location

• Draper, UT; regular on-site leadership presence expected; hybrid flexibility TBD

Schedule

• Business hours with flexibility as needed

Compensation

• Competitive base salary plus performance-based incentive opportunity

Background

• Background and reference checks required

Key Responsibilities

1. Executive Financial Leadership & Owner Partnership

• Serve as the senior financial partner to the owners and leadership team.
• Translate financial data into clear recommendations, tradeoffs, risks, and next steps.
• Build reporting and decision frameworks that reduce owner dependency while preserving owner visibility and control.
• Support leadership conversations around growth, profitability, cash, hiring, compensation, capital allocation, and long-term business value.
• Operate as a self-directed leader who identifies most of their own priorities and work, receiving occasional direction from the owners rather than a steady stream of assigned tasks.
• Maintain strict confidentiality around owner-level financial information, compensation, banking, tax planning, legal-adjacent matters, and strategic plans.

2. Financial Strategy, Forecasting & Business Modeling

• Build and maintain financial models that connect revenue, gross margin, contribution margin, operating expenses, marketing spend, inventory, cash flow, and net profit.
• Create rolling forecasts and scenario models so leadership can see where the business is trending before decisions become urgent.
• Model best-case, expected-case, and downside-case outcomes for major decisions, including marketing scale, product launches, wholesale expansion, retail opportunities, and new brand investment.
• Help leadership understand the relationship between growth, cash cycle, inventory, margin, total profit, and enterprise value.

3. Budgeting, Profitability & Incentive Alignment

• Lead budgeting as a practical business equation, not as a rigid control mechanism.
• Partner with department leaders to connect budgets to revenue targets, contribution margin, cash impact, payback period, and strategic priorities.
• Analyze total revenue, total profit, profit percentage, product-level profitability, channel-level profitability, and operating margin.
• Help design incentive models that support healthy growth, total company performance, profitability, and long-term value creation — rewarding total profit and total revenue contribution rather than over-optimizing for profit percentage alone.
• Avoid over-optimizing for one metric when the better business outcome requires balancing growth, profit, cash, and risk.

4. Marketing Finance, CAC/LTV & Channel Economics

• Partner with marketing and growth leaders on customer acquisition cost (CAC), CPA, lifetime value (LTV), payback period, subscription economics, retention, and customer acquisition performance.
• Build financial visibility across direct-to-consumer e-commerce, subscriptions, Amazon, wholesale, distributor relationships, and other future channels.
• Evaluate whether campaigns are creating profitable customers, improving LTV, strengthening repeat-purchase behavior, and supporting sustainable scale.
• Help leadership understand the true economics of DTC, Amazon, wholesale, distributor, reseller, and promotional channels after fees, freight, discounts, chargebacks, and working-capital impact.

5. Multi-Brand Finance, SALTT & Strategic Optionality

• Build financial reporting and decision support across Keto Chow, SALTT, and future product or brand opportunities.
• Create brand-level and channel-level P&Ls so leadership can see which products, channels, and brands are creating real value.
• Support financial planning for SALTT growth, including channel mix, customer acquisition, inventory needs, cash impact, margin structure, and market differentiation in a highly competitive electrolyte category.
• Provide financial analysis for major strategic opportunities, including partnerships, acquisitions, divestitures, financing decisions, or other significant business transactions when assigned.
• Support M&A readiness, valuation framing, and strategic optionality; including helping leadership understand acquisition windows and timing; without pushing the owners toward a transaction unless the math, timing, risk, and owner priorities support it.

6. Legal, Compliance & Regulatory Oversight

• Own and coordinate the company's legal and compliance function, serving as the primary point of contact for legal, regulatory, and compliance questions across the business.
• Manage trademark and intellectual-property matters, including registering and maintaining trademarks and coordinating with outside IP counsel.
• Serve as the go-to resource for FDA and product-labeling requirements, supplement-facts and ingredient compliance, and other food/nutrition regulatory obligations.
• Own tax and audit matters as the company's primary contact, coordinating outside CPAs, tax advisors, and auditors.
• Manage compliance for international and cross-border selling, including the requirements that come with expanding into new markets and channels.
• Oversee contracts, vendor and wholesale agreements, certificates of insurance, distributor and reseller paperwork, and other legal-adjacent documentation.
• Coordinate outside legal counsel, regulatory consultants, and advisors as needed, escalating only matters that genuinely require owner decision-making.

7. HR Oversight, Payroll & Benefits

• Provide overall oversight of the HR department and its administration, taking ultimate accountability for the function.
• Own payroll administration and payroll-tax coordination, including building toward a structure where day-to-day payroll is run by an HR team member under the CFO's oversight.
• Oversee benefits administration, including medical, dental, and other employee-benefit programs.
• Own administration of the company's 401(k) and other retirement-plan programs, profit-sharing, and any related owner/advisor-directed plans.
• Oversee onboarding, offboarding, employee records, HRIS systems, and HR compliance, partnering with outside advisors and providers as needed.
• Escalate sensitive compensation, disciplinary, legal, or compliance matters to the owners where owner decision-making is required.

8. Accounting, Controls, Cash & Advisor Coordination

• Lead or oversee accounting operations, monthly close, financial statements, reconciliations, internal controls, vendor payment processes, and expense review.
• Own cash visibility, cash planning, and cash forecasting across payroll, inventory, taxes, marketing spend, owner distributions, and major operating needs.
• Evaluate inventory, COGS, manufacturing costs, packaging, freight, fulfillment, product samples, product launches, and working-capital needs.
• Coordinate with outside CPAs, tax advisors, legal counsel, banking partners, insurance partners, payroll providers, retirement-plan advisors, and other professional service providers as needed.
• Support tax planning, sales-tax visibility, financial compliance, banking relationships, and major financial deadlines.

Required Qualifications

• 10 years of progressive finance, accounting, FP&A, controller, VP Finance, CFO, or related senior financial leadership experience.
• Experience leading finance in a product-based business, consumer brand, e-commerce business, subscription business, CPG company, food/nutrition company, supplement company, or similar environment.
• Strong financial modeling skills, including forecasting, scenario planning, cash flow modeling, margin analysis, customer acquisition economics, inventory planning, and profitability analysis.
• Strong understanding of CAC, CPA, LTV, contribution margin, payback period, subscription performance, repeat-purchase behavior, and marketing finance.
• Experience with channel economics across DTC, Amazon, wholesale, or reseller channels.
• Demonstrated ownership of, or close partnership with, legal, compliance, and regulatory matters; including contracts, trademarks/IP, tax and audit coordination, and product or industry regulatory requirements.
• Experience overseeing or closely partnering with an HR function, including payroll, benefits, and retirement-plan (e.g., 401(k)) administration.
• Ability to evaluate both total profit and profit percentage without over-optimizing for one metric at the expense of the overall business.
• Strong understanding of accounting operations, financial statements, monthly close, internal controls, tax coordination, vendor management, and advisor coordination.
• A self-starting, self-directed working style with proven ability to identify and prioritize their own work in an entrepreneurial environment.
• Experience partnering directly with owners, founders, operators, marketers, product leaders, and department heads.
• High discretion, sound judgment, and proven ability to handle confidential financial, compensation, legal-adjacent, banking, and owner-level information.

Ideal Working Style

• Self-directed: independently self-motivated and actively looking for work that needs doing; determines most of their own tasks and only occasionally receives direction from the owners.
• Empowering: helps department leaders understand the financial math behind decisions instead of taking over their work.
• Commercial: understands that finance should support healthy growth, not simply report historical results or restrict spending.
• Clear: explains complicated financial, legal, and compliance issues in plain language and focuses on decisions, risks, and next steps.
• Disciplined: protects cash, margins, data, controls, compliance, and long-term business value.
• Curious: asks good questions about customers, channels, products, operations, marketing, and growth opportunities.
• Flexible: can operate in a growing, entrepreneurial environment where priorities evolve and perfect data is not always available.
• Trustworthy: handles sensitive information with discretion and professionalism at all times.