Build the future of clean water with Afina.

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.

What We're Looking For

Required

• 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.