Managing the Backend of a Brand Doing $40K–$250K/Day in Sales
When most people see a product go viral or a celebrity-backed brand explode online, what they don’t see is the engine running behind the scenes — the real work that keeps everything compliant, scalable, and profitable.
I was brought in to work directly under the CFO of an 8-figure brand house that reverse-merged with a pharmaceutical company to expand into the nutraceuticals space. At the time, they were running high-volume campaigns across multiple DTC brands — selling everything from CBD (Smilz) to supplements (like NZT-48) to skincare and fitness lifestyle products. On any given day, they’d be processing between $40,000 to $250,000 in sales.
This wasn't just another Shopify store. It was a full-blown performance marketing ecosystem run by hundreds of affiliates — meaning attribution, compliance, chargebacks, and commissions had to be tracked down to the decimal, daily.
My Role
I didn’t just support the finance team — I built the infrastructure behind it.
• Created the reporting systems that tracked sales across each funnel, SKU, affiliate, and vertical.
• Built a finance operations team from scratch to manage cash flows, merchant accounts, refunds, payouts, and reconciliations.
• Oversaw live tracking of daily cash deposits, giving executives real-time financial visibility.
• Reviewed and approved every financial report prior to submission.
• Collaborated with the CFO in weekly strategic reviews, aligning numbers with key business decisions.
This project demanded precision and speed. We were dealing with hundreds of thousands of transactions, high chargeback sensitivity, multiple banking relationships, and a constantly evolving product catalog — and we kept everything moving cleanly.
Outcome
Not only did the company scale into the 8-figure range, but it ultimately went public — completing its reverse merger and taking the brand house to the next level. At the time of my departure, leadership was in discussions to uplist to the NASDAQ, a move that required even tighter financial controls and advanced reporting capabilities.
• Maintained accurate and auditable records for hundreds of thousands of transactions.
• Ensured tax filings and compliance were airtight across all relevant jurisdictions.
• Provided strategic support and documentation essential for public listing and capital market confidence.
I stayed behind the scenes while the products made noise online — but the success wouldn’t have been possible without the systems we built beneath the surface.