Finance Controller - CA/ Semi CA - D2C

About Company

The company operates in the fashion and apparel industry, specializing in traditional handcrafted ethnic wear and direct-to-consumer retail.

Job Description

Roles and Responsibilities:

- MIS & Business Dashboard (Core Responsibility)

Prepare and publish:

Daily flash MIS (T+1) – revenue, orders, returns

Weekly performance reports

Monthly MIS (T+5) – complete P&L

- Develop and maintain business dashboards covering:

Revenue (gross vs net)

Channel mix (D2C vs marketplace) 

Returns %

Marketing spend vs revenue

- Channel-wise Profitability Analysis

Build and track channel-level P&L:

D2C vs Marketplace

·Analyze:

Returns impact

Commission and logistics cost

Payment gateway charges

Highlight loss-making channels, SKUs, and campaigns

Recommend corrective actions

- Contribution Margin Analysis

Track:

CM1 (post COGS)

CM2 (post variable costs)

CM3 (post marketing)

Identify margin leakages and improvement opportunities

Support pricing and discounting decisions

- Marketing Efficiency & Unit economics

Track and analyze:

CAC (Customer Acquisition Cost)

ROAS and Contribution ROAS

CAC Payback Period

Work with marketing team to improve efficiency

Evaluate campaign performance and ROI

- Budgeting & Forecasting

Prepare:

Annual operating plan (AOP)

Monthly and quarterly forecasts

Track budget vs actual performance

·Highlight variances and recommend course corrections

- Cash Flow Plannig & Working capital Management

Prepare weekly and monthly cash flow forecasts

Track:

Cash inflows (D2C + marketplace settlements)

Cash outflows (vendors, marketing, expenses)

Monitor:

Cash conversion cycle

Working capital requirements

- Business Insight & Decision Support

Provide actionable insights on:

Returns reduction

Pricing strategy

Discount optimization

Channel mix improvement

Support strategic decisions with financial modeling

- O2C (Orcer to Cash) Tracking

Maintain and monitor O2C tracking sheet

Track order lifecycle and revenue realization gaps

Identify delays or leakages in the cycle

- System & Data Enablement (Joint Responsibility)

Work with Accounts team to ensure:

 Accurate data flow from Unicommerce to Tally

Drive:

MIS automation

Data standardization

Reduce dependency on manual reports

- Cash & Working Capital

Cash & Working Capital

Cash flow visibility (weekly accuracy)

Improvement in cash conversion cycle

Monitoring of settlement cycles and liquidity

- Insights & Business Impact

Number of actionable insights delivered (monthly)

Measurable impact of recommendations (margin improvement, cost savings)

- System Efficiency

% automation in MIS reporting

Reduction in manual intervention

Data consistency across systems

- System & Tools

Tally (for financial data validation)

Unicommerce (OMS data)

Excel / Google Sheets (advanced level mandatory)

BI tools (optional but preferred)

Educational Qualification

Preferred:

Chartered Accountant (CA)

MBA (Finance)

CA Inter with strong FP&A / business finance experience

Experience Required

1–3 years of experience in:

FP&A / Business Finance

D2C / e-commerce / retail business (highly preferred)

Key Skills

Strong analytical and financial modelling skills

Deep understanding of unit economics (CAC, ROAS, contribution)

Advanced Excel skills (mandatory)

Business understanding and problem-solving mindset

Ability to work with cross-functional teams

Success in This Role Looks Like· 

Clear visibility on profitability across channels

Data-driven decision-making across the business

Improved margins and marketing efficiency

Strong cash planning and control

Reliable, automated MIS ecosystem

Mandatory Requirement

Primary Job Profile : Financial Reporting/ MIS

Technical Skills : Finance Control, Financial reporting, Investor Reporting

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