WWYD if you were CFO at a Fast-Growing DTC Brand? – with Dan Major

WWYD if you were CFO at a Fast-Growing DTC Brand? – with Dan Major

From eCommerce MasterPlan by Chloë Thomas

August 23, 2026 · 34 min · Episode 609

About this episode

Dan Major discusses strategies for CFOs at fast-growing DTC brands, focusing on profitability and cash flow management.

Dan Major is a Fractional CFO for DTC fashion, footwear, and beauty brands. Focused on scaling profitability by unlocking margin and freeing up cash for ads and stock. In this WWYD episode, Dan walks through what he would do if he became the first serious CFO at a fast-growing DTC brand. He shares practical advice on fixing reporting, improving unit economics, finding hidden margin, and unlocking cash from inventory so brands can grow faster without losing control of profitability. Hit PLAY to hear: The first thing a new CFO checks in a fast-growing DTC brand 👀 Why your Shopify dashboard might be lying about profit The 3 margin numbers every eCommerce founder must understand 💸 How one brand found 8 extra margin points without selling more When to reinvest profit into ads instead of taking it off the table 📈 The hidden inventory mistake that could be trapping six figures of cash in your warehouse 📦 Key timestamps to dive straight in: [05:17] Understanding Sales and Margins Discrepancies [07:56] Managing finances in eCommerce [13:03] Understanding Contribution Margin Basics [16:57] Analyzing industry benchmarks and margins [18:28] Analyzing Profit and Loss Statements [22:46]…

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