CHIEF FINANCIAL OFFICER (CFO)

ABOUT MUDDY MAT

Muddy Mat is a 9 figure revenue direct-to-consumer pet products brand, bootstrapped and profitable. 

We are the #1 selling indoor mat for cleaning dog paws, loved by millions of pet owners across America. Our portfolio includes Muddy Mat, Cloud K9 (anti-anxiety dog beds), and Wizz (pet stain remover).

We operate across Direct Response TV, direct-to-consumer e-commerce, Amazon, TikTok Shop, and expanding retail partnerships with major chains including Home Depot, Costco, and Walmart. With 95-98% of sales in the US, and soon to be more international.

This is a real CFO seat at a high-growth, nimble, profitable business, not a reporting role buried under layers of corporate bureaucracy.

THE OPPORTUNITY

We are seeking a hands-on, strategic CFO to own the entire finance function, lead a team of 4 (two bookkeepers, one auditor, one controller), and prepare the business for a raise. You will report directly to the Founder/CEO and have full P&L visibility and ownership.

This role requires someone who can operate at 30,000 feet (strategy, capital markets, exit prep) and at ground level (ERP cleanup, cost optimization, hands-on problem solving). We are a lean organization that values truth, ownership, and results over corporate theater.

KEY RESPONSIBILITIES

Strategic Finance & Exit Readiness

• Lead preparation for capital raise or strategic exit, including data room creation, CIM support, and buyer/investor Q&A
• Manage Quality of Earnings (QoE) process and due diligence with investment banks, PE firms, and strategic acquirers
• Build and maintain relationships with banks, lenders, and capital partners
• Develop 12-24 month financial forecasts and scenario models for growth planning and exit valuation
• Own capital allocation strategy and provide recommendations on investment priorities

Financial Operations & Systems

• Clean up and optimize Fulfil.io ERP system, chart of accounts, inventory costing, revenue recognition
• Ensure timely and accurate monthly, quarterly, and annual close processes
• Own all financial reporting: P&L, balance sheet, cash flow, and management dashboards
• Oversee AP/AR, payment processing (Wire, ACH, Amex), and vendor payment cycles
• Manage bank reconciliations across multiple accounts and marketplace platforms (Shopify, Amazon, PayPal, Braintree, Bluesnap)
• Ensure sales tax compliance across all 50 states via TaxJar and manual filings

Unit Economics & Profitability

• Build true channel-level P&Ls with fully loaded contribution margins (DRTV, DTC, Amazon, TikTok, Retail)
• Analyze and optimize unit economics by SKU, channel, and campaign
• Identify and execute cost reduction initiatives across fulfillment, shipping, COGS, and operations
• Partner with marketing on CAC/LTV analysis, ROAS tracking, and budget allocation
• Support pricing strategy and margin analysis for new product launches and retail partnerships

Cash Management & Treasury

• Own daily, weekly, and monthly cash flow forecasting and reporting
• Manage working capital and optimize cash conversion cycle
• Oversee payroll processing and crediting via Wise and Chase
• Monitor and manage AMEX, credit facilities, and vendor payment terms
• Coordinate with banks on treasury operations and credit facilities

Team Leadership & Management

• Manage and develop a finance team of 4: two bookkeepers, one auditor, one controller (offshore in Philippines/Colombia)
• Establish KPIs, workflows, and accountability for the finance function
• Drive automation and process improvement across financial operations
• Serve as the financial point of contact for external auditors, tax advisors, and legal counsel
• Report directly to the Founder/CEO and provide strategic counsel on all financial matters

REQUIREMENTS

Required Experience

• 7+ years of progressive finance experience, with at least 3 years in a senior finance leadership role (VP Finance, Head of Finance, or CFO)
• Direct experience with DTC / e-commerce businesses, ideally consumer products at $50M+ revenue
• Proven track record preparing a company for exit, raise, or M&A transaction (sell-side preferred)
• Hands-on experience with ERP systems (Fulfil.io, NetSuite, or similar) and ERP cleanup/implementation
• Experience managing Quality of Earnings (QoE) process and investor/buyer due diligence
• Strong understanding of GAAP, revenue recognition, inventory accounting, and accrual accounting
• Experience managing offshore finance teams (Philippines, Colombia, or similar)
• Proficiency with QuickBooks Online, Shopify, Amazon Seller Central, and financial reporting tools

Required Skills

• Financial modeling, forecasting, and scenario analysis
• Cash flow management and working capital optimization
• Unit economics, CAC/LTV analysis, and channel profitability
• Cost reduction and operational efficiency
• Bank relationships, treasury management, and credit facilities
• Sales tax compliance across multi-state e-commerce operations
• Strong Excel/Google Sheets skills; SQL or BI tools (Looker, Tableau) a plus

Preferred Qualifications

• Experience at a high-growth DTC brand ($50M-$500M revenue range)
• Background in valuation, investment banking, or private equity
• CPA or MBA preferred but not required
• Experience with DRTV (direct response television) or performance marketing economics
• Familiarity with fulfillment/3PL cost optimization and supply chain finance

 

COMPENSATION & BENEFITS

Component	Details
Base Salary	$200,000 - $250,000 annually
Performance Bonus	20-25% of base once qualified
401(k) Match	Company match
Health Insurance	Medical, Dental, Vision

Additional Benefits

• Full medical, dental, and vision insurance
• 401(k) with company match
• Flexible PTO policy
• Hybrid work environment: 1-2 days per week in Brickell, FL office (not required but preferred)
• Direct access to founder/CEO, no bureaucracy, no politics
• Equity participation in exit event, where your upside is tied to company success

LOCATION & WORK ARRANGEMENT

Primary Location: Miami, FL (Brickell) or New York, NY

Work Arrangement: Hybrid, 1-2 days per week in-person at Brickell office; remainder remote

Travel: Occasional travel for investor meetings, trade shows, or team offsites (<10%)

WHO YOU ARE

You are not a corporate finance drone who hides behind spreadsheets. You are an owner-operator who thinks like an entrepreneur, acts with urgency, and isn't afraid to get your hands dirty. You tell the CEO when they're wrong, and you back it up with data.

• You thrive in a lean, fast-moving environment without layers of approval
• You are hands-on, willing to process a payment one minute and present to investors the next
• You care about building something, not collecting a paycheck
• You communicate directly, concisely, and without corporate fluff
• You understand that equity upside is the real prize, not just base salary