[Hiring] Senior Manager, Finance, DTC, Amazon & Digital @Bonafide

Role Description

The Sr Manager, Finance, DTC, Amazon & Digital provides strategic financial leadership and business partnership to DTC, Amazon, Performance Marketing and Field Sales leadership to drive profitable growth, improve investment effectiveness and enhance decision-making across the company's primary demand-generation channels. Leads the development of financial strategies, forecasts, business cases and performance analytics that connect commercial investments to revenue, contribution margin, customer value and long-term profitability. Drives disciplined allocation of growth investments across digital media, Amazon advertising, DTC acquisition and Field Sales. Responsible for financial planning, forecasting and performance management related to DTC and Amazon revenue and profitability, performance marketing effectiveness, Field Sales productivity and ROI, customer acquisition and retention economics, and cross-channel growth investment. Directly manages a Senior Financial Analyst and is responsible for developing scalable commercial analytics and decision-support capabilities across these areas.

Key Responsibilities

• Serve as the primary Finance business partner to DTC, Amazon, Growth/Performance Marketing, and Field Sales leadership across all brands.
• Own financial planning, forecasting, budgeting, and performance management for DTC, Amazon, performance marketing, and Field Sales.
• Develop and maintain driver-based revenue and profitability models incorporating traffic, conversion, AOV, retention/repeat, subscriptions, promotions, product mix, and other key business drivers.
• Lead analysis of DTC and Amazon contribution margin, including product costs, fulfillment, freight, platform fees, payment processing, returns, promotions, advertising, and other variable costs.
• Develop frameworks to evaluate marketing effectiveness and growth investment returns, including CAC, ROAS, LTV, payback, incrementality, and contribution profit.
• Partner with Growth leadership to optimize the allocation of marketing investment across brands, platforms, campaigns, and customer segments.
• Lead Finance support for Field Sales, including budgeting, forecasting, territory economics, rep productivity, field-force sizing, and deployment decisions.
• Develop and maintain Field Sales ROI and productivity frameworks connecting field investment and HCP engagement to consumer demand, cross-channel sales, and contribution profit.
• Evaluate the financial returns of sampling, HCP programs, conferences, educational initiatives, and other Field Sales investments.
• Partner with Field Sales and HR to evaluate field incentive compensation design and economics.
• Develop scenarios and recommendations to optimize growth investment across performance marketing, Amazon advertising, DTC acquisition, and Field Sales/HCP activation.
• Identify revenue, margin, and growth opportunities and proactively recommend actions to improve financial performance.
• Provide DTC, Amazon, marketing, and Field Sales assumptions for innovation business cases and new product launches.
• Partner with FP&A to integrate Digital/Growth forecasts, risks, opportunities, and strategic initiatives into enterprise financial plans.
• Lead, coach, and develop the Senior Financial Analyst, establishing priorities and building scalable Digital and Growth Finance capabilities.

Qualifications

• Bachelor's degree in Finance, Accounting, Economics, or related field (MBA, CPA, or CFA preferred).
• 7-9 years of progressive experience in FP&A or corporate Finance.
• Experience leading DTC native/digital first brands required.
• Experience in CPG, Vitamins/Supplements, Nutraceuticals, Food & Beverage, or Health & Wellness strongly preferred.
• Strong financial and commercial acumen with demonstrated ability to understand key business drivers, evaluate trade-offs, and translate financial performance into actions that drive profitable growth.
• Strong understanding of DTC, Amazon, and growth-channel economics, including revenue drivers, customer behavior, platform costs, fulfillment, contribution margin, and customer lifetime value.
• Demonstrated ability to evaluate marketing and demand-generation investments using CAC, ROAS, LTV, payback, incrementality, contribution profit, and other return-based measures.
• Advanced financial modeling and forecasting skills with the ability to develop driver-based models, scenarios, sensitivities, and business cases that support investment and resource-allocation decisions.
• Strong strategic business-partnering, communication, and influencing skills with the ability to constructively challenge assumptions and translate complex financial analysis into clear recommendations for senior leaders.

Physical or Work Requirements

• Primarily performs work in an office or remote environment and require extended periods of sitting, computer use, and verbal communication.
• Physical activity is generally limited to occasional standing, walking, repetitive keyboard and mouse use, and light lifting of office materials or equipment up to 10–15 pounds.
• Employees may occasionally travel or attend meetings in varying office or customer environments.

Benefits

• Competitive compensation programs and standout benefits.
• Total Rewards package that's comprehensive.
• Annual performance bonus.
• Medical, dental and vision benefits.
• 401K match.
• Other wellness benefits.

Salary Range

National Target Base Pay Range: $120,000 - $200,000. The salary range for this position is based on national standards. For candidates in California and New York metro the Target Base Pay Range is $133,000 - $221,000, to reflect the cost of living and market conditions in those areas.