What our CFOs do:

• Spend most of their time looking forward, not explaining the past  

• Help owners make real decisions about pricing, cash, growth, and risk  

• Translate financial complexity into simple, actionable business logic  

• Push back when owners are about to do something financially dangerous  

• Turn insight into execution, not decks and dashboards 

The standard we hold our team to:

• Focus on the Dash, not the Rearview. We obsess over where clients are going, not where they've been. History is an input, not the main event. 

• Utility over Accuracy. We operate in a world of imperfect data. We value decision-grade financial intelligence over audit-grade perfection. 

• Speak Human. Financial acumen is useless if the client doesn't understand it. We refuse to hide behind jargon. If the client doesn't get it, we failed, not them. 

• Be the Coach, not the Cheerleader. We are paid to be partners, not "Yes Men." We are loyal to the business and its people, not anyone's ego. We deliver hard truths with empathy but without equivocation. 

• Drive Impact Through Action, Not Analysis. An accountant saves money; we find ways to make money. We hunt for pricing power, margin expansion, and capital efficiency and we do it by understanding how the business actually operates. We believe that financial insight disconnected from operations is useless. Connect the numbers to the work so that our recommendations turn into action on the ground. We judge ourselves by what gets done in the client's business, not the beauty of our models. Insight without implementation is failure. 

• Fractional Mindset. We create outsized impact with limited hours and no org‑chart authority. We think and act like owners of a portfolio of businesses, not employees of one. We ruthlessly prioritize the few moves that matter, design around existing teams and systems, and drive change through clarity and influence instead of control. Constraints on time and access are assumptions of the job, not excuses. 

This role is NOT for you if… 

• You want flexible advisory work with low accountability 

• You need perfect data before making recommendations 

• You avoid hard conversations with executives 

• You equate CFO work with reports, decks, or dashboards 

• You expect clients to execute because of your title 

• You're optimizing for lifestyle over impact 

People who thrive here tend to be… 

• Comfortable operating with limited time and imperfect information 

• Willing to be challenged internally and externally 

• Clear thinkers who simplify complexity quickly 

• Calm, direct, and steady in uncomfortable conversations 

• Motivated by results, not optics 

• Energized by a high bar and real accountability 

Here is what this looks like in action: 

• Understanding client margins by service or product and optimizing 

• Reviewing budgets and establishing spending targets by category, measure actuals against budgets 

• Setting projected financials for clients and modifying as needed 

• Monitoring client cash flow & establishing reserve targets 

• Understanding client capitalization and leverage 

• Analyzing effectiveness of marketing spend 

• Identifying and measuring client KPIs 

• Understanding client goals and infusing their goals into all work performed 

• Benchmark core financial metrics against industry 

• Holding clients responsible for attending, participating and coming prepared to calls 

• Sending agendas 3+ business days before all monthly CFO calls 

• Hosting and recording all client calls 

• Serving as the primary responder and coordinator in Slack/Teams 

To apply:

Send an email to shannon@keepwhatyouearn.com with your resume.