CHIEF FINANCIAL OFFICER (CFO)

About Catch Creation

Catch Creation is a global eCommerce company built for the digital age. We create, grow, and manage online brands that inspire customers and deliver real value through exceptional products and experiences. Our team thrives in a fully remote environment, combining creativity, data-driven strategy, and innovation to build scalable eCommerce solutions that perform.

From concept to conversion, we specialize in developing brands that stand out in competitive markets—driven by a passion for design, storytelling, and customer satisfaction. Every product we launch reflects our commitment to quality, authenticity, and growth.

At Catch Creation, we believe great ideas can come from anywhere—and our remote-first culture allows talented people from around the world to collaborate, innovate, and bring those ideas to life.

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