Vice President FP&A

ABOUT the company

At the company, we’re on a mission to positively impact consumer health at scale. And we’re doing it through something simple: soda. But not just any soda, a new kind of soda: one that’s delicious, refreshing, and actually good for you.

This mission is deeply personal for our CEO, Co-Founder, and Formulator, Ben Goodwin. Like many of us, Ben grew up consuming the Standard American Diet: lots of soda and processed foods that prioritized convenience over nutrition. But at 14, he took his health into his own hands. After making significant changes to his nutrition and exercise, he lost 50 pounds and saw a transformation in his energy, mood, and emotional clarity.

Those changes sparked a deep curiosity about the connection between nutrition and health. Ben became a relentless student of the gut microbiome and the ways it supports overall wellness. The more he discovered, the more passionate he became about finding credible, science-backed ways to make consumer health accessible to everyone.

The mission was clear. The vehicle? Less so. After exploring the possibilities, Ben landed on an unexpected yet familiar choice: soda. It was something he loved as a kid, and he knew millions shared that same nostalgia. But this wouldn’t be just any soda. With most Americans falling short on daily fiber, Ben set out to create a version with more fiber and less sugar, one that was perfectly balanced. The result? A deliciously refreshing soda with 6 to 9 grams of fiber and 2 to 5 grams of sugar, delivering science-backed benefits without sacrificing the classic taste people crave.

In 2018, the first the company cans hit the shelves, bringing Ben’s vision to life with a functional soda that anyone could enjoy. And by reimagining soda, we’re also reshaping culture. That means creating products that support health for all and building a business grounded in humanistic values: empathy, integrity, and a belief in better for everyone. From the ingredients we source to the culture we foster, we’re committed to proving that business (and beverage!) can be a force for good, and that soda has the power to bring people together.

So join us, and let’s write a new American soda story together. One we can all feel good about. One the company at a time.

ABOUT THE ROLE

The company is seeking a strategic, commercially minded, and highly operational Vice President of FP&A to lead enterprise financial planning, performance management, and strategic decision support through the company’s next stage of scale.

As Vice President, FP&A, you will serve as a senior finance leader and trusted partner to the CFO, executive leadership team, and cross-functional business leaders. You will own the company’s long-range planning process, enterprise financial model, forecasting operating rhythm, board and executive reporting, and strategic financial analysis that informs critical investment, growth, and profitability decisions.

This role requires a leader who can translate company strategy into financial priorities, build scalable FP&A capabilities, influence senior stakeholders through data-backed recommendations, and create the systems, routines, and team structure needed to support a high-growth CPG business.

You will be expected to balance strategic vision with operational discipline, bringing strong judgment, executive presence, and a clear point of view to ambiguous and high-impact business decisions.

RESPONSIBILITIES

Enterprise Financial Strategy & Long-Range Planning

• Lead the company’s long-range planning process, partnering with executive and functional leaders to translate company strategy into multi-year financial plans, resource allocation priorities, and measurable business outcomes.

• Own and evolve the company’s enterprise financial model, ensuring it serves as a dynamic decision-making tool for growth planning, profitability, capital allocation, and scenario analysis.

• Partner with senior leadership to evaluate strategic tradeoffs across revenue growth, margin expansion, operating expense investment, working capital, and organizational scale.

• Develop financial frameworks that help the business anticipate future risks, opportunities, and investment needs as the company continues to grow.

Financial Planning, Forecasting & Performance Management

• Own the company-wide forecasting and planning operating rhythm across gross revenue, net revenue, trade, COGS, gross margin, operating expenses, EBITDA, cash flow, balance sheet, and key business drivers.

• Lead the annual budget, reforecasting, and monthly performance management processes, ensuring cross-functional leaders have clear visibility into financial expectations, tradeoffs, and accountability.

• Establish clear financial governance, timelines, tools, and reporting standards that improve forecast accuracy, business ownership, and decision quality.

• Compare monthly operating results against budget and forecast, identify key variances, and partner with business owners to understand drivers, risks, and corrective actions.

Executive, Board & Investor Readiness

• Lead preparation of board, executive, and corporate reporting materials, ensuring financial narratives are clear, accurate, actionable, and tied to enterprise priorities.

• Translate complex financial and operational insights into executive-ready recommendations that support high-quality decisions.

• Support equity raise, debt, or capital markets initiatives as needed, including materials preparation, diligence support, quality of earnings support, cost of capital analysis, scenario modeling, and investor-facing financial narratives.

• Serve as a senior finance partner in high-stakes discussions, bringing strong judgment, business context, and a clear articulation of financial implications.

Strategic Finance & Decision Support

• Lead financial modeling and analysis for strategic decisions, including growth investments, new products, channel expansion, pricing strategy, margin optimization, tradeoffs, and process improvements.

• Evaluate profitability by product, channel, customer, SKU, region, and other relevant dimensions to guide investment decisions and commercial strategy.

• Partner with Sales, Revenue Growth Management, Marketing, Operations, Supply Chain, and Accounting to evaluate business performance and identify opportunities to improve profitable growth.

• Develop and improve pricing, margin, and investment models for existing products, new products, channels, and customer opportunities.

• Partner with revenue and commercial teams on deal pricing, trade investment reviews, commission structures, and customer-level financial decision support.

Finance Operating Model, Systems & Scale

• Design and implement scalable FP&A processes, tools, reporting infrastructure, and operating rhythms that improve business visibility, speed, accuracy, and decision-making.

• Identify opportunities to strengthen financial systems, planning tools, data quality, and reporting automation to support company growth.

• Build repeatable workflows that enable disciplined business reviews, faster insight generation, and stronger accountability across functions.

• Lead ad hoc strategic analyses and special projects that support enterprise priorities and evolving business needs.

Team Leadership & Capability Building

• Build, structure, and develop a high-performing FP&A team aligned to the company’s strategy, business complexity, and future scale.

• Establish clear roles, expectations, development plans, and operating cadences that strengthen team effectiveness and business partnership.

• Coach and develop finance talent, creating a culture of accountability, curiosity, analytical rigor, continuous improvement, and strong stakeholder partnership.

• Model the company’s leadership expectations by leading with clarity, trust, inclusion, sound judgment, and a strong ownership mindset.

Cross-Functional Influence & Executive Partnership

• Serve as a senior connector across Finance, Sales, Marketing, Operations, Supply Chain, People, and Executive Leadership, ensuring financial insights are embedded into business planning and decision-making.

• Influence senior leaders through clear financial storytelling, data-backed recommendations, and balanced assessment of risk, opportunity, and long-term impact.

• Navigate ambiguity and competing priorities with maturity, transparency, and a company-first mindset.

• Champion the company’s culture and values by creating clarity, raising the bar for financial discipline, and helping teams connect day-to-day decisions to company goals.

REQUIREMENTS

• 12–15+ years of progressive finance experience, including significant leadership experience in FP&A, strategic finance, corporate finance, or related functions.

• Experience leading FP&A in a high-growth CPG, food & beverage, consumer products, retail, marketplace, or similarly complex operating environment strongly preferred.

• Proven ability to own enterprise planning, forecasting, financial modeling, budget management, and executive-level business performance reporting.

• Strong commercial and operational finance acumen, including experience with revenue planning, margin analysis, pricing, tradeoffs, customer/channel profitability, working capital, and investment decision support.

• Demonstrated experience preparing executive, board, investor, or lender-facing financial materials with clear narratives and actionable recommendations.

• Strong understanding of accounting, budgeting, cost control, and finance principles, including GAAP.

• Track record of building scalable FP&A processes, tools, systems, reporting routines, and financial governance in a growing organization.

• Experience building, leading, and developing high-performing teams; able to create clarity, accountability, and development pathways during periods of change and scale.

• Strategic and effective communication skills, with the ability to influence senior leaders, simplify complex financial concepts, and drive alignment across diverse stakeholders.

• Strong judgment and decision quality; able to evaluate complex tradeoffs, assess risk, and recommend practical paths forward in ambiguous situations.

• High emotional intelligence and cultural competency, with the ability to build trust, resolve tension productively, and partner effectively across functions.

• Strategic and hands-on: comfortable shaping enterprise-level finance strategy while also diving into models, details, and operating mechanics when needed.

• Bachelor’s degree in Finance, Accounting, Business, or related field preferred; MBA and/or CPA a plus.

• Comfortable operating in a remote-first, fast-paced, highly collaborative environment using tools such as Microsoft Suite, Google Suite, Slack, Zoom, NetSuite, Claude AI (other exposure to AI tools) and financial planning/reporting platforms.

• Flexibility to travel as needed for company meetings, team offsites, board preparation, and cross-functional planning sessions. Estimated Travel:10-15%

REPORTS TO

CFO

COMPENSATION

$220,000-$260,000 base salary + bonus

HOW WE WORK

We may be fully remote, but we’re anything but disconnected. The company has grown from a few passionate people around a table to a nationwide team, and we’ve done it without losing our collaborative spirit or sense of purpose.

Connection here is intentional. From cross-functional projects and IRL offsites to thoughtful Slack threads and spontaneous gifs, we make the effort to stay close, even across time zones. Sure, we move quickly, but we lead with trust, transparency, and a shared commitment to doing work that matters.

We value thoughtful debate. We give feedback with care and receive it with curiosity, knowing that real growth, both personal and collective, comes from listening as much as leading. Because at the company, it’s not just about getting things done. It’s about growing together, staying true to what matters, and building something with lasting impact.

WHAT WE VALUE

At the company, our values aren’t just posters on a wall. They shape how we show up: for each other, for our customers, and for the mission we’re chasing together.

• Mission Connectivity : Everything we do ladders up to our shared goal: supporting human health. Whether launching a new flavor or conducting clinical research, the mission stays front and center.

• Indomitable Spirit : When things get messy, we get inventive. We stay curious, adapt quickly, and find the path forward, most likely with a dedicated Slack thread and a beautifully overbuilt deck.

• Lead at Every Level : Leadership isn’t about titles, it’s about ownership. We speak up, follow through, and lift each other up. If you’ve got ideas and initiative, you’ve got influence.

• Courageous Humility: We’re confident in what we bring and curious about what we don’t know (yet). We give feedback with care, take it with grace, and know that real growth takes both.

WHAT WE’RE LOOKING FOR

Success at the company doesn’t come from checking boxes; it comes from living our values, staying curious, and finding energy in both the pace and the purpose. We’re building something big, and we’re looking for people who:

• Think big, move fast, and take thoughtful risks

• Thrive in a high-performance, feedback-rich environment

• Value real human connection and honest collaboration

• Are fired up by building something new, and making it better every day

Startup life at the company is equally fun and fast-paced. If you’re energized by a dynamic environment, eager to grow, and excited to help shape something meaningful from the inside out, the company is a one-of-a-kind ride.

We are committed to providing reasonable accommodations to qualified individuals with disabilities or other needs during the application process and employment. To request an accommodation, please contact The People Team at [link for members]

We are proud to be an Equal Opportunity Employer.  The company will consider all qualified applicants without regard to race, religion, gender (including pregnancy and gender identity), national origin, political affiliation, sexual orientation, marital status, disability, genetic information, age, veteran status, or any other characteristics protected by law.

Submission of Application Materials

Applicants are required to submit only the materials specifically requested as part of the application process. Please do not include any unsolicited materials, as they will not be reviewed or considered.

Unsolicited materials may include, but are not limited to

• Marketing or promotional concepts

• Business ideas or strategies

• Photographs, videos, or other media

• Presentations, designs, or other creative content

By submitting any materials beyond those explicitly requested, you agree that:

• You are voluntarily providing such materials;

• You irrevocably assign all rights, title, and interest in and to those materials to the company Inc.; and

• the company Inc. may use, reproduce, modify, distribute, or otherwise exploit such materials for any purpose anywhere in the world, without restriction or compensation.