VP of Finance

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.

As the business continues to scale, we are looking for a highly capable and entrepreneurial finance leader to help professionalize and evolve our financial operations for the next stage of growth.

The Role

We are seeking a Vice President of Finance to serve as the senior day-to-day finance leader for VeeFriends. This role is ideal for a strategic yet highly hands-on operator who can comfortably move between executive-level financial thinking and tactical execution.

Reporting directly to the COO, the VP of Finance will own the company’s core finance operations, financial reporting infrastructure, forecasting processes, cash planning, and financial controls, while helping architect the future finance organization of the company.

This role is intentionally designed for a builder. Today, the finance function operates with support from a high-quality external finance and accounting partner across accounting, bookkeeping, and FP&A support functions, alongside a top-tier external tax advisory firm responsible for tax preparation and compliance. The VP of Finance will initially operate as a lean internal finance leader managing and optimizing these external relationships, while progressively building the internal systems, processes, and team structure necessary to transition toward a more fully integrated in-house finance organization over time.

The COO will remain actively involved in longer-range strategic planning, annual budgeting, capital planning, investor-related matters, and select corporate finance initiatives. Success in this role requires a collaborative executive partner who can seamlessly operate within that structure while independently owning the company’s day-to-day financial leadership.

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 performance of revenue and contribution margins, helping leadership make informed investments and gauge insights across categories and channels
• Partner with Merchandising, Tech, Channel Leaders to continue developing and optimizing performance and BI dashboards, particularly for real-time eCom channels that enable agile decision making
• 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. This includes adoption of new platforms and technology for expense management, procurement, reporting dashboards, and eventually an ERP system.
• Note: this could include partnering with Technology teams to develop custom software, or identification of pre-existing software

Team Building & Organizational Development

• Create a thoughtful 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 modern, scalable finance organization capable of supporting a significantly larger business over time

What We’re Looking For

• 8–15+ years of progressive finance experience, including senior leadership responsibility within a high-growth environment. Experience supporting the scale of founder-led, venture backed early-stafe start-ups highly preferred.
• A proven technology-driven mindset, with a goal of finding AI solutions that improve efficiency, maintain compliance and audit-ready bookkeeping, and ultimately streamline processes for arduous and recurring tasks across bookkeeping, month end close, and more.
• Experience within a vertically integrated consumer goods, retail, ecommerce, entertainment, collectibles, licensing, and/or omnichannel business 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/or 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 ecommerce 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 process where needed — while also bringing the sophistication and discipline necessary to support a rapidly scaling brand with increasing operational complexity.

This person should be energized by the opportunity to help architect the future finance organization of a modern entertainment and consumer products company at a formative stage of growth.

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

The pay range for this role is:

180,000 - 220,000 USD per year (VeeFriends Main Work Location )