VP of Finance (New York)

VP of Finance

VeeFriends LLC, New York, NY, United States – Accounting/Finance

About VeeFriends

VeeFriends is a contemporary entertainment and consumer products company founded by Gary Vaynerchuk. What began as an NFT project has evolved into a fast‑growing brand spanning collectibles, trading cards, publishing, licensing, live experiences, digital products, and consumer packaged goods. We are building a modern character universe and IP‑driven brand designed for the next generation of consumers and collectors, with a growing omnichannel business across DTC, wholesale, live commerce, marketplaces, and licensing.

The Role

We are looking for a Vice President of Finance to serve as the senior day‑to‑day finance leader, reporting directly to the COO. The role will own core finance operations, financial reporting infrastructure, forecasting processes, cash planning, and financial controls, while architecting the future finance organization. The VP will begin as a lean internal leader managing external accounting, bookkeeping, FP&A partners, and a top‑tier external tax advisory firm, progressing toward a more fully integrated in‑house finance organization.

What You’ll Do

Financial Leadership & Operations

• Own and oversee the company’s day‑to‑day finance function, including financial reporting, forecasting, budgeting support, cash management, and operating analysis.
• Lead monthly, quarterly, and annual close processes in partnership with external accounting and finance partners.
• Establish scalable financial processes, internal controls, reporting cadences, and operational rigor appropriate for a high‑growth consumer business.
• Develop executive‑level reporting packages, KPI dashboards, and business performance insights for leadership.
• Create systems and reporting for Sub‑P&Ls across various lines of business to monitor revenue, contribution margins, and give leadership insight across categories and channels.
• Partner with Merchandising, Tech, and Channel Leaders to develop and optimize performance and BI dashboards for real‑time e‑commerce channels.
• Monitor company liquidity, working capital, inventory investments, and cash flow planning.
• Partner cross‑functionally with Demand (Commerce & Marketing), Supply Chain, Partnerships & Licensing, and Creative teams to improve financial visibility and decision‑making.

Strategic Finance & Planning

• Support company‑wide forecasting and annual budgeting processes in partnership with the COO and CEO.
• Build and maintain rolling forecasts, scenario models, and business planning frameworks.
• Help evaluate new business opportunities, partnerships, licensing deals, and strategic growth initiatives through a financial lens.
• Develop stronger analytical infrastructure around margin performance, inventory productivity, customer acquisition, channel profitability, and contribution economics.
• Assist in board, lender, investor, and strategic stakeholder reporting as needed.

External Partner Management, Software & Systems

• Serve as the primary internal owner and manager of the company’s outsourced accounting, bookkeeping, and FP&A support relationships.
• Ensure timely, accurate, and decision‑useful financial outputs from external partners.
• Coordinate with the company’s external tax advisory and compliance partners to support audits, filings, and tax‑related matters.
• Continuously evaluate opportunities to improve systems, workflows, controls, and reporting quality, including adoption of new platforms and technology for expense management, procurement, reporting dashboards, and eventually an ERP system.
• Possibly partner with Technology teams to develop custom software or identify pre‑existing software.

Team Building & Organizational Development

• Create a roadmap for the evolution of the finance organization over time.
• Identify which capabilities should remain outsourced versus brought in‑house as the business scales.
• Help recruit, structure, and onboard future internal finance hires as appropriate.
• Lay the operational foundation for a scalable finance organization capable of supporting a significantly larger business.

What We’re Looking For

• 8–15+ years of progressive finance experience, including senior leadership responsibility within a high‑growth environment; experience supporting founder‑led, venture‑backed early‑stage startups is highly preferred.
• A proven technology‑driven mindset, with a goal of finding AI solutions that improve efficiency, maintain compliance, and enable audit‑ready bookkeeping.
• Experience within a vertically integrated consumer goods, retail, e‑commerce, entertainment, collectibles, licensing, or omnichannel business is strongly preferred.
• Strong understanding of inventory‑driven businesses – retail operations, margin management, and cash flow dynamics.
• Combination of strategic thinking and willingness to operate hands‑on in a lean environment.
• Experience managing external accounting firms, finance agencies, auditors, and outsourced finance resources.
• Strong financial modeling, forecasting, and analytical capabilities.
• Experience building or scaling finance infrastructure and processes during periods of company growth.
• Strong communication skills with the ability to translate financial concepts into practical business insights for non‑finance stakeholders.
• High degree of ownership, accountability, organization, and operational rigor.
• Familiarity with modern e‑commerce and operational systems environments (ERP, Shopify ecosystems, inventory systems, BI tools, etc.) is a plus.

Ideal Candidate Profile

The ideal candidate is not simply a traditional finance executive – they are a builder and operator who enjoys helping entrepreneurial companies mature intelligently without overcomplicating them. They are comfortable rolling up their sleeves, operating with imperfect information, and building processes where needed, while bringing the sophistication and discipline required to support a rapidly scaling brand with increasing operational complexity.

Compensation

The targeted hiring range for this role is $180,000 - $220,000, commensurate with experience and specific skill sets.