Financial Analyst (eCommerce)

FINANCIAL ANALYST (eCOMMERCE) | THE eCOMMERCE CFO Role Type: Independent Contractor Location: 100% Remote (AEST overlap required) Retainer: $2,500 USD per month (Fixed, Full-Time, Exclusive) Reports To: Judith Hobdell, Founder | The eCommerce CFO ABOUT THE eCOMMERCE CFO The eCommerce CFO is a specialist financial consultancy working with 7- to 8-figure eCommerce brands across Australia, the UK, the USA, and Canada. Some clients are single brands. Some are multi-entity. Every one of them sells something different. Our job is to make eCommerce finance simple. We translate complex financial data into a clear story that founders actually understand, so that when they come to us with a financial decision, we have the data to say yes or no quickly and confidently. Most CFOs talk about scaling. We build brands to sell, whether the founder exits or not. That distinction shapes everything we do, from how we set up the books to how we read the numbers. I am Judith Hobdell. I have 20 years in finance, 13 in eCommerce, and I co-founded four eCommerce brands before starting The eCommerce CFO in 2023. I also built and scaled a digital marketing agency, which means I understand how the numbers connect to growth strategy. I have my own IP on how founders should manage money, and I am constantly learning and sharing that with my team. We are not a traditional accounting firm. We are a small, high-trust team that moves with purpose. OUR CULTURE AND VALUES Precision over speed. The numbers have to be right. A wrong figure in a client report is never acceptable. We take accuracy seriously because our clients make real decisions based on what we produce. Simplicity over complexity. We strip things back to what matters. No bloated dashboards, no overcomplicated models. Clean systems, clear data, straight-up reporting. Simple scales. Complexity kills clarity. Curiosity over compliance. We want people who ask "why does this look off?" not people who tick boxes and move on. Strong communication means saying what needs to be said, clearly and directly, whether that is to a bookkeeper, to me, or about a number that does not add up. Ownership without micromanagement. You are hired to deliver an outcome. I will not be standing over your shoulder. What I do expect is that you take full accountability for your role, your deadlines, and your output. If something goes wrong, own it. Mistakes are human and they are welcome here, because they are how we build better processes, tighten our SOPs, and improve. What is not welcome is hiding them. Evolve or fall behind. The eCommerce landscape changes constantly. We stay ahead of it. That means embracing AI as a tool that makes us faster and sharper. If you are not already using AI in your workflow, this environment will push you to start. How we work day to day: The team runs a daily check-in on Slack, sharing what they are working on and flagging anything blocking them. At the end of each week, everyone does a brief sign-off on Slack. Once a week we meet on Zoom for an HQ call to connect as a team. Everything else runs through Slack and Loom. THE ROLE I am looking for a Financial Analyst who can function as a "mini-me." This role sits at the intersection of a Financial Controller and an FP&A Analyst. You will own the monthly reporting pack across multiple client accounts. You will set up and maintain live reports in Syft, run cash flow forecasts, and perform budget versus actuals analysis. You will review the data produced by the bookkeeping team, question anything that looks off, and ensure everything is accurate before it reaches me. Every eCommerce brand is different. You will be working across varied business models, product categories, and markets simultaneously. The work is never monotonous. I handle all client-facing calls and performance videos. Your job is to make sure the numbers behind them are flawless. This is an exclusive arrangement. You will be working solely for The eCommerce CFO. No other clients, contracts, or income sources alongside this role. Hiring process: Shortlisted candidates will receive pre-screening questions. Successful candidates will begin with a paid trial period before moving to a permanent retainer arrangement. WHAT YOU WILL OWN - Monthly Management Reports: Full P&L review and management reporting pack, accurate and complete. - Monthly Performance Reports: Performance summaries aligned to the KPIs that matter to each brand. - Monthly Cash Flow Forecasts: Rolling forecasts with Budget vs. Actuals variance analysis. - Monthly KPI Reviews: Tracking and reporting on key financial and operational metrics per client. - Live Syft Reports: Setting up and maintaining automated, live financial reports in Syft. - Data Quality Control: Reviewing bookkeeper output, identifying errors, and coordinating amendments before reports are finalised. WHAT WE USE Xero - Primary accounting platform (most clients) QuickBooks - Accounting platform (select clients) Syft - Live financial reporting and dashboards Google Sheets - Forecasting, budgeting, and ad hoc analysis Slack - Daily communication, check-ins, and sign-offs Loom - Async video communication Notion - Internal documentation and SOPs Zoom - Weekly HQ team call WHO YOU ARE Non-Negotiable: - Minimum 5 years of experience in financial analysis, FP&A, or financial controlling. - Proficiency in both QuickBooks and Xero. You must know both. - Demonstrated forecasting experience. You have built rolling forecasts and cash flow models from scratch, not just maintained them. - Advanced Google Sheets skills. - Comfortable managing multiple client accounts simultaneously without losing accuracy or missing deadlines. - Available to overlap with Australian Eastern Standard Time (AEST). - Actively uses AI tools as part of your working process. - Available exclusively for this role. No other clients or income sources. Strongly Preferred: - eCommerce experience (Shopify, DTC brands, marketplace sellers). - Experience in a fractional CFO, outsourced finance, or multi-client environment. - Familiarity with Syft, Fathom, or Spotlight Reporting. The Right Person: You take genuine pride in your work. You are inquisitive, not passive. You thrive with autonomy and take ownership of your outcomes. You want to grow as a finance professional by being close to CFO-level decision-making, not to build your own agency on the side. You communicate clearly, raise issues early, and treat deadlines as non-negotiable. WHAT THIS ROLE IS NOT - This is not a bookkeeping role. - This is not a client-facing role. - This is not the right role if you want to maintain other clients or build your own business alongside it. HOW TO APPLY To be considered, please submit all of the following: 1. Use the subject line: "Pineapple" (applications without this will not be opened). 2. Your updated resume or CV. 3. A short personal note, not a generic cover letter, explaining why you want to work with me, Judith Hobdell, and what genuinely excites you about this environment. I will know if it is copy-pasted. 4. Your Myers-Briggs (MBTI) personality type (4 letters only, for example INTJ). No screenshots needed. 5. At least one sample report or dashboard you have built. Redact any confidential client information. Shortlisted candidates will receive pre-screening questions based on their sample report. A paid trial period precedes any permanent arrangement. The eCommerce CFO | Remote | AEST | Built to sell. Whether you exit or not.