What are the responsibilities and job description for the Financial Controller position at The Feel Bar?
We're seeking a CPG centric Financial Controller with big firm experience and startup ambition to financially model our Protein Bar startup as strive to hit $25 million in sales next year in the functional snacking space.
We value sound communication, QBO expertise and CPA status.
The Controller will oversee all financial planning, forecasting, reporting, and risk management while building the systems and structure needed for our next stage of scale. You'll work closely with the Director of Operations on forecasting and CEO on budgeting, fundraising, margin optimization, and long-term strategy—turning financial insights into decisive action.
We're looking for a hands-on, entrepreneurial leader with strong financial acumen and experience supporting growing businesses, ideally in CPG or consumer goods. If you're excited to have a meaningful impact and help drive the future of a brand on a rapid upward trajectory, we'd love to connect.
Responsibilities
- Oversee all core financial operations, including CPG-specific bookkeeping, transaction coding, revenue recognition adjustments, and account reconciliation.
- Lead monthly financial reporting (P&L, balance sheet) and optimize the chart of accounts to support scale.
- Manage cash-flow planning through a clear, systemized approach, ensuring visibility into runway, burn, and decision-ready insights.
- Conduct channel profitability analysis to guide pricing, trade spend allocation, and margin optimization across retail, DTC, and wholesale.
- Direct accounts receivable and payable processes, ensuring timely collections, vendor payments, and strong working-capital management.
- Oversee payroll processing and ensure accurate, compliant execution.
- Manage all tax-related responsibilities, including business tax returns, sales tax filings, deductions optimization, IRS notice responses, and 1099 reporting.
- Provide strategic CFO-level guidance, including weekly leadership briefings, scenario modeling, budget implementation, and performance tracking.
- Drive investor readiness through financial modeling, KPI reporting, and support for fundraising and capital strategy.
Skills
- Advanced proficiency with
A2X
, including e-commerce channel mapping, reconciliation, and COGS automation across Amazon, Shopify, and wholesale platforms. - QuickBooks Certified ProAdvisor
(or equivalent), with deep expertise in system setup, reporting optimization, and CPG-specific workflow customization. - Expert-level proficiency in
Microsoft Excel
, including financial modeling, advanced formulas, pivot tables, macros, scenario planning, and dynamic dashboards. - Certified Public Accountant (CPA)
- Strong understanding of CPG financial structures, including trade spend, deductions management, inventory accounting, and channel-level profitability.
- Proven ability to build scalable financial systems, automate reporting, and implement best-in-class controls for a fast-growth environment.
- Exceptional analytical, strategic, and communication skills with the ability to translate financial insights into cross-functional action.
Benefits:
- 401(k)
- 401(k) matching
- Employee discount
- Flexible schedule
- Flexible spending account
- Paid time off