Chief Financial Officer

The Pitch

We'll start with the upside, because it’s real. Grove has done the hard, unglamorous work. We transformed our back-end technology, reached EBITDA-positive quarters, and built a differentiated, plastic- and carbon-neutral platform that has expanded into human health and wellness. From a microcap base, that creates the kind of asymmetric opportunity you rarely get to underwrite. If we execute the growth plan, the company could be worth several times what it is today. This is a chance to re-rate an entire business, and to own the financial story that gets us there.

Now the reason it matters. You don’t take this job because it’s safe. You take it because you want your best work to still be ahead of you. We’re out to turn the consumer products industry, one of the most wasteful and quietly toxic industries on earth, into a force for good. That means plastic- and carbon-neutral operations, real honesty about what goes into the products you bring into your home, and proof at public-market scale that the healthiest choice for your family and the planet can also be the best business. Most companies pick growth or good. We are showing they go together.

So this calls for a specific kind of person. You may never get another chance to take a public company from overlooked to undeniable, and those chances don’t come along often. You love delivering for shareholders and the disciplined path to value. You also have a real desire to do good with your work. If you believe the most valuable consumer companies of the next decade will be the ones people actually trust, this is your fight.

The honest version. We’re a microcap that has spent time in what we only half-jokingly call “small-cap jail.” Capital is tight and the scrutiny is real. This is not a polished mega-cap seat. It’s a balance sheet to wrestle, an equity story to rebuild, and a mission worth putting your name on. That’s exactly why the right person will love it.

What You’d Actually Do

• Be a real partner to our CEO. A thought partner. Tell him the truth before it’s comfortable, and help him decide where to bet and where to stop.
• Own the equity story and re-rate the company. Run earnings calls, investor relations, guidance, and the capital structure, and make sophisticated people see the upside we see.
• Find the money. Free up every dollar that isn’t earning its place, and point it at what matters.
• Get the flywheel. Live and breathe DTC economics, customer cohorts, paybacks, contribution margin, and retention, and help us pour fuel on what’s working.
• Steward the balance sheet. Keep us liquid, keep our lenders close, and keep us strong enough to play offense.
• Build AI-first. We don’t want a bigger finance team. We want a sharper, faster, more automated one.

Who You Are

You’re the person who can hold an earnings call and read the fine print in a credit agreement in the same afternoon, and enjoy both. You’ve either been a public-company CFO or you’re the obvious next one, and you’re a little impatient to prove it. You don’t need to be the deepest technical accountant in the building, because we have a strong team for that, but you know what great looks like and you won’t let us get sloppy. You think like an owner, you say the hard thing out loud, and being the person who only keeps score has never been enough for you. Above all, you care what the money is for.

The role, in greater detail

Why This Role, Now

Our CFO is leaving for an opportunity outside the company. We’ve completed the “Fix the Core” phase of the turnaround and reached EBITDA-positive quarters. The focus now shifts to four priorities: sustaining a healthy core, building the growth flywheel, leading on human health, and building a scalable, automated platform. The next CFO inherits an asymmetric setup, a fixed-core microcap with a credible path to several times its current value, and the mandate to build the financial story, structure, and discipline that turn that potential into a re-rating. It’s also a chance to prove that a consumer products company can be a force for good and a great investment at the same time.

What You’ll Own

• Partner with me on strategy, resource allocation, and the hard trade-offs of a turnaround, and serve as a trusted, candid voice with the board and audit committee.
• Own capital markets and investor relations, including guidance, earnings announcements, SEC reporting, and the credibility that closes the gap between what we’re worth and where we trade.
• Manage cash, liquidity, and the capital structure, and own the relationships with our lenders and capital providers, with disciplined capital allocation throughout.
• Lead the financial strategy and analysis for partnerships, M&A, and other options that can step-change our scale and value.
• Partner with growth and operations on the D2C model, including CAC, payback, contribution margin, cohort retention, and subscription dynamics, so we fund the flywheel intelligently.
• Take cost out of the core business, and instill capital discipline and a culture of frugality without starving growth.
• Lead and develop a lean, high-trust, AI-native finance team. Make the team better without making it bigger, and grow the people already on the bench.
• Oversee strong controls, clean audits, and SOX compliance, working through a capable controller and the FP&A and SOX leaders who own technical accounting, the close, forecasting, and the control environment day to day.

What You Bring

Read this as a portrait, not a checklist. The right person will recognize themself.

• You’ve been a public-company CFO, or the deputy who already does the job without the title. Small-cap, microcap, or turnaround scars are a plus here, not a red flag.
• You’ve stood in front of investors, analysts, and lenders and held the room, especially when the news was hard.
• You’ve negotiated with capital providers when money was tight and walked away with both a deal and a relationship.
• You’ve run the processes that change a company’s trajectory, including M&A and strategic alternatives.
• You think in cohorts, payback, and contribution margin. DTC and subscription economics are your native language, not a briefing you had to study.
• You’ve taken cost out without gutting the future, and you treat the company’s cash like it’s your own.
• You’ve made a small finance team punch above its weight, and you’d reach for an AI agent before a new headcount.
• You want to win for shareholders and do real good in the world, and you’re tired of being told you have to pick one.

Bonus Points

• You’ve helped a company accelerate out of a turnaround.
• You have a retail, CPG, or commerce background, with fluency in marketplace economics.
• You’ve modernized a finance function with AI tooling and lived to tell a good story about it.

Twelve Months From Now…

• You’re a trusted partner to our CEO and the board, and our public reporting and earnings execution are clean and confident.
• The equity story is sharper, lender relationships are solid, and everyone understands our capital-allocation framework.
• A concrete cost-out plan is funding the growth flywheel, and margin progress shows up in the numbers.
• Finance is leaner and more automated, with a developed bench and high internal trust.

Reporting and Structure

This role reports to the CEO and sits on the executive leadership team. It partners closely with an incredibly talented board and audit committee, and it leads the finance organization, including a strong accounting team (technical accounting and the close) and SOX and FP&A leadership.

An Important Final Note

This role isn’t for everyone, and that’s the point. It isn’t for someone who wants a quiet seat, a big team, and a predictable quarter. It’s for the leader who looks at an overlooked microcap with a real mission and sees the chance to build the thing that defines their career. If you read all of this and your pulse picked up, let’s talk. If you read it and felt tired, no hard feelings. This one isn’t for you.

What's In It For You

• This full-time, exempt position is remote for candidates based in the United States
• Competitive benefits - medical, vision, dental
• Equity - shared success is core to our mission
• Flexible Paid Time Off - we care most about results
• Free VIP membership and 50% employee discount
• Working for a company that believes that a small group of people can change the world for the better by creating products and funding initiatives that help the planet!