# Fractional FP&A / Finance Manager (DTC, E-commerce)
### Forecasting • MER / ROAS • Paid Media Spend Governance
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## Overview
We’re a **profitable DTC e-commerce brand** with meaningful monthly paid media spend (Meta, Google). Our accounting is clean (QuickBooks, accrual). We’re hiring a **Fractional FP&A / Finance Manager** to build a **simple, durable forecasting and spend-governance system** tied directly to the P&L (MER, contribution margin, net profit) and to run a **weekly operating cadence**.
This is a **hands-on FP&A role**, not accounting or advisory-only CFO work. You will own the model, the weekly forecast, and the spend guardrails leadership uses to make real decisions.
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## What You Will Do (Scope of Work)
### Core Deliverables (First 2–4 Weeks)
• *1. Single Source of Truth Financial Model**
Build a clean, operator-friendly model flowing:
• *Revenue → Gross Profit → Paid Media → Fixed Opex → Net Profit**
The model must reconcile to the P&L and be simple enough for leadership to use weekly.
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• *2. Paid Media Spend Guardrails**
• Define **MER (Marketing Efficiency Ratio) ceilings** by month
• Calculate **break-even blended ROAS / mROAS** based on actual contribution margin
• Create clear **scale / hold / cut rules** using 7–14 day rolling windows
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• *3. Weekly Forecast + Cash View**
• Month-end forecast updated weekly
• Cash inflow / outflow, runway, and timing awareness
• Account for lag, settlements (e.g. Amazon), refunds, and chargebacks
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• *4. Monthly Profit Bridge**
• Explain *why* profit changed MoM:
• Revenue
• Gross margin
• Paid media
• Fixed opex
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### Ongoing (Weekly)
• Update forecast and spend guardrails
• Flag when performance moves outside thresholds
• Recommend specific actions (scale, pause, reallocate, cut)
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## Tools & Data You Must Be Comfortable With
• **QuickBooks** (accrual P&L exports)
• **Google Sheets / Excel** (advanced formulas, modeling)
• **Shopify** + paid media exports (Meta, Google Ads)
• *Nice to Have:** Looker Studio or lightweight dashboards (not required)
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## Required Experience (Please Read Carefully)
• Proven **FP&A experience in DTC / e-commerce** (not generic corporate only)
• Has built models for:
• MER / blended ROAS
• Contribution margin
• Spend-to-profit forecasting
• Strong understanding of:
• Revenue and cash lag
• Refunds / chargebacks
• Promo distortion
• Can explain numbers simply and make **clear, actionable recommendations**
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## What “Good” Looks Like (Success Criteria)
Every week, leadership can clearly answer:
• **“If nothing changes, where does the month land on profit dollars and cash?”**
• **“What is the maximum ad spend this week that still increases profit dollars?”**
• **“What MER / blended ROAS floor are we enforcing this month?”**
The model is **simple, durable, and actually used** — not a 40-tab spreadsheet.
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## Engagement Structure
• **Hours:**
• 5–10 hrs/week (first month)
• 2–5 hrs/week ongoing
• **Timeline:** First working version within **10 business days**
### Budget
• **Hourly:**
• $75–$150/hr (FP&A operator)
• $150–$250/hr (senior)
• *OR**
• **Fixed-price, milestone-based**
• *Suggested Milestones**
• Week 1: Baseline model + historical inputs
• Week 2: MER ceilings + blended ROAS break-evens + spend rules
• Week 3: Weekly forecast + cash view + profit bridge
• Week 4: Operating cadence, documentation, handoff
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## How to Apply (Important)
To be considered, please include:
1. A brief summary of your **DTC FP&A experience**
2. Examples of **forecasting or spend-to-profit models** you’ve built
3. Whether you prefer **hourly or milestone-based** work
### References
We **do check references**.
Please include at least **one prior client, founder, or manager reference** in your resume or application. Short-listed candidates will be asked to confirm references before engagement.
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