Finance Manager ? E-Commerce

Job Description

The Finance Manager is responsible for leading the Company?s financial management, planning, analysis, and performance management activities, transforming financial, commercial, and operational data into actionable insights that support executive decision-making, sustainable growth, profitability, and return on invested capital.The role leads financial planning and analysis (FP&A), budgeting, forecasting, cash flow management, working capital optimization, profitability analysis, and financial performance management, while acting as a strategic finance business partner to E-Commerce, Marketing, Sales, Operations, Supply Chain, and other key business functions.The Finance Manager also provides oversight to the Accounting Manager to ensure the accuracy and reliability of financial reporting, regulatory compliance, and financial controls, while maintaining primary responsibility for forward-looking financial planning, business performance, liquidity, profitability, and strategic decision support.Key Responsibilities1. Financial Leadership & ManagementLead the Company?s finance function and establish financial priorities, plans, and frameworks aligned with the overall business strategy and growth objectives.Provide leadership and oversight to the Accounting Manager and other finance functions, ensuring effective integration between accounting, financial planning, analysis, and business performance management.Develop financial policies, frameworks, and decision-making processes that support the efficient allocation and utilization of Company resources.Provide executive management with high-quality financial reports, analysis, insights, and recommendations to support strategic and operational decision-making.Develop and maintain an integrated financial model linking sales, marketing, inventory, operating costs, expenses, cash flow, and profitability.2. Financial Planning, Budgeting & ForecastingLead the annual budgeting process in collaboration with business and functional leaders.Prepare periodic financial forecasts and update them based on actual performance, operational developments, and changing business conditions.Develop and maintain rolling forecasts for revenue, expenses, profitability, working capital, and liquidity.Analyze performance against Budget, Actual, and Forecast and identify significant variances.Identify the key drivers behind financial variances and provide management with recommendations and appropriate action plans.Develop scenario analyses and sensitivity models to support decisions related to growth, expansion, investment, pricing, and resource allocation.Develop short-, medium-, and long-term financial plans aligned with the Company?s strategic objectives.3. Cash Flow, Liquidity & Working CapitalLead cash flow planning, forecasting, and liquidity management.Develop and maintain short- and medium-term cash flow forecasts.Ensure adequate liquidity to support operations, inventory requirements, marketing investment, and business growth.Monitor and analyze the Cash Conversion Cycle and identify opportunities for improvement.Optimize working capital through effective management of inventory, payables, receivables, and other working capital components.Identify future funding requirements and provide appropriate recommendations to executive management.Manage financial relationships with banks and financing institutions, where applicable.4. E-Commerce Financial Performance AnalysisAnalyze financial performance across e-commerce channels, platforms, and marketplaces.Analyze revenue, sales, and profitability across relevant dimensions, including:* Product* Product Category* Brand* Sales Channel* Platform* Geographic Area* Customer Segment, where data is availableDevelop and analyze Unit Economics to assess profitability at the order, customer, product, and channel levels.Analyze Average Order Value (AOV) and its impact on revenue and profitability.Analyze Customer Acquisition Cost (CAC) and assess its relationship with customer economics and profitability.Analyze Customer Lifetime Value (LTV) and LTV/CAC ratios to support customer acquisition and growth decisions.Analyze Product Return Rate and its impact on revenue, margins, logistics costs, and overall profitability.Analyze Gross Merchandise Value (GMV), gross sales, net sales, and reported revenue based on the Company?s business model.Analyze Gross Margin, Contribution Margin, EBITDA, and Net Margin and identify key drivers of profitability.Develop a clear view of order-level profitability after considering discounts, product returns, product cost, payment fees, shipping costs, marketing costs, and other relevant variable costs.5. Marketing Finance & Business PartnershipAct as a strategic finance partner to the Marketing and E-Commerce teams to evaluate marketing efficiency and its impact on revenue and profitability.Analyze Return on Ad Spend (ROAS) while considering profitability and contribution margin, rather than revenue alone.Analyze Return on Investment (ROI) for major marketing campaigns and business initiatives.Evaluate the relationship between CAC, AOV, LTV, margins, and product returns to support marketing investment decisions.Analyze the financial performance of major advertising channels such as Google, Meta, TikTok, and other relevant channels in collaboration with the Marketing team.Develop financial frameworks to determine appropriate and sustainable marketing investment levels based on expected profitability and customer economics.Evaluate the financial impact of discounts, promotional campaigns, vouchers, free-shipping initiatives, and other commercial activities before and after execution.Provide recommendations on marketing budget allocation across channels based on financial return, contribution, and profitability.6. Pricing & Profitability ManagementSupport pricing decisions through cost, margin, profitability, and scenario analysis.Analyze the impact of discounts, coupons, free shipping, promotions, and commercial initiatives on profitability.Calculate and analyze break-even points for products, channels, campaigns, and major business initiatives.Analyze product profitability and identify products, categories, and channels based on their contribution to overall profitability.Provide recommendations for improving the performance of products, categories, and channels with opportunities for margin enhancement.Support new product, brand, channel, and business initiative decisions through financial analysis and business cases.7. Inventory & Working Capital AnalysisAnalyze inventory levels from a financial perspective and assess their impact on sales, cash flow, and profitability.Monitor Inventory Turnover and Inventory Days and identify opportunities for improvement.Analyze slow-moving and long-held inventory and assess its impact on working capital and profitability.Partner with Procurement and Supply Chain teams to optimize inventory levels and improve the efficient use of working capital.Support purchasing and inventory planning decisions through demand, cash flow, profitability, and financial analysis.8. Management Reporting & Business IntelligencePrepare the monthly Management Reporting Pack for executive management.Develop financial and executive dashboards that provide clear visibility into financial and commercial performance.Integrate financial, operational, commercial, and marketing data to provide a comprehensive view of business performance.Monitor and analyze key financial and e-commerce performance indicators, including:* Revenue* Net Sales* GMV* Gross Margin* Contribution Margin* EBITDA* Net Margin* AOV* CAC* LTV* LTV/CAC* ROAS* ROI* Conversion Rate* Product Return Rate* Inventory Turnover* Cash Conversion CycleDevelop management reporting that clearly explains the drivers of changes in revenue, margins, profitability, working capital, and cash flow.Develop profitability reporting by product, category, channel, platform, and campaign where reliable data is available.9. Strategic & Executive Decision SupportPrepare financial models and business cases for new projects, investments, and strategic initiatives.Assess the financial feasibility of expansion into new markets, channels, products, brands, or business models.Develop growth scenarios and determine the associated requirements for cash, inventory, marketing investment, and operational capacity.Identify and analyze financial risks related to growth, pricing, inventory, liquidity, marketing investment, and commercial decisions.Provide executive management with actionable recommendations to improve profitability, cost efficiency, capital allocation, and return on investment.Support the development of Company financial objectives and KPIs and monitor performance against agreed targets.

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