VP of Finance

About Cure

Cure is a venture-backed hydration brand based in New York City, offering the only premium hydration solution with a science-backed formula, plant-based ingredients, zero added sugar, and four times the electrolytes of leading sports drinks. Inspired by the World Health Organization’s Oral Rehydration Solution (ORS) formula, Cure is clinically proven to hydrate as effectively as an IV drip. Unlike other ORS products, Cure’s ingredients are non-GMO, sustainably sourced, and free from added sugar. Crafted with coconut water and pink Himalayan salt, Cure delivers everything your body needs for optimal hydration—without the unnecessary extras.

All Cure products are Non-GMO Project Verified, Certified Gluten-Free, Kosher, and FSA/HSA Eligible. Backed by a medical advisory board that includes renowned experts like Dr. Roshini Raj, Dr. Dana Cohen, Brooke Alpert, and 60+ medical professionals, Cure has quickly made its mark. In just over five years, Cure has expanded to over 21,000 retail stores nationwide, including CVS, Walgreens, Albertsons, Kroger, Whole Foods, and Sprouts. The brand has been recognized on the Inc. 5000 list for three consecutive years and is proudly B Corp Certified.

Cure’s investors include Lerer Hippeau, Santatera, Rocana Ventures, Silas Capital, Litani Ventures, Joyance Partners, Parallel Ventures, Great Oaks Venture Capital, Simple Food Ventures, and notable individuals like Peter Rahal (Co-Founder of RXBAR), Sam McBride (Former COO of RXBAR), Carly Strife (Founder of BARK), Kathleen King (Founder of Tate’s), Philip Krim (Former CEO at Casper), Nick Green (CEO at Thrive Market), Nas, Andy Roddick, and more.

About the Job

We’re looking for a strategic, hands-on VP of Finance to lead Cure’s finance function through our next stage of growth. You will serve as the financial steward of the business owning FP&A, capital allocation, cash and working capital management, pricing and margin strategy, and investor reporting while also leading corporate development and capital markets initiatives. You bring deep experience in corporate finance within a CPG or consumer products environment and have managed inventory-heavy businesses with visibility into cost structures and channel economics.

This role is both operational and strategic. You can build the model and pressure-test assumptions, but you’re also able to zoom out and guide the business toward long-term value creation. You have experience navigating growth equity or venture debt financing and ideally have supported buy-side or sell-side strategic processes. You’ll work cross-functionally with Sales, Operations, and Marketing to drive profitable growth and operational excellence.

The VP of Finance will report directly to the CEO and manage the Controller and outsourced accounting partners. This is a remote role, but the NYC area is a plus.

Key Responsibilities

• Corporate development: lead financial workstreams for strategic processes and future financing rounds; own financial modeling, valuation scenarios, QoE support, and diligence responses.
• Cash, working capital & treasury: manage weekly cash forecasting, AR/AP cadence, optimize vendor/customer terms, oversee credit facilities and banking relationships, and evaluate alternative financing to support growth.
• Own company-wide FP&A: build and maintain the annual operating plan and multi-year model; oversee monthly forecasting, sensitivity analyses, and scenario planning.
• Pricing, trade & channel P&Ls: develop pricing architecture and guardrails; evaluate trade spend and promotion ROI across Retail, Amazon, and DTC to drive contribution margin expansion by channel and SKU.
• Inventory, COGS & margin management: build standard costing, landed cost tracking, PPV analysis, and BOM discipline; partner with Ops on S&OP, supply planning, MOQs, and cash-efficient inventory turns.
• Board, investor & lender reporting: deliver monthly/quarterly reporting packages, KPIs, and variance commentary; support investor communications, data room readiness, and due diligence.
• Lead accounting oversight: manage Controller and outsourced partners; ensure accurate and timely monthly close, revenue recognition, inventory valuation, COGS tracking, and accruals; maintain strong internal controls and audit readiness.
• Data & systems: enhance our finance tech stack (ERP/EDI); implement scalable processes and dashboards for visibility into sales velocity, LTV/CAC, contribution margin, and inventory health.
• Tax, audit & compliance: coordinate external tax and audit firms; manage 409A, insurance, and risk-related processes.
• Cross-functional leadership: act as a thought partner to the CEO and leadership team; translate financial insights into clear recommendations and drive accountability across the organization.

About You

• 15+ years of finance experience, including CPG or consumer products leadership, startup-to-scale and/or PE-backed experience strongly preferred.
• Demonstrated ownership of inventory and cost accounting in a physical goods business
• Proven track record leading an acquisition (sell-side and/or buy-side) and/or later-stage financing (growth equity, venture debt, asset-backed facilities).
• Hands-on FP&A athlete with the ability to operate at 10,000 ft and 10 ft: you can build the model, pressure-test assumptions, and present to the Board.
• Skilled in channel economics (Retail, Amazon, DTC), trade spend ROI, contribution margin by SKU/channel, and cohort-based LTV/CAC.
• Systems-savvy: ERP/EDI (e.g., NetSuite), inventory systems, and BI tools; comfortable standing up scalable processes and dashboards.
• Manager-coach who has led accounting teams (Controller + outsourced partners) and elevated the close cadence, controls, and reporting quality.
• Exceptional communicator with crisp storytelling and a bias for clarity, speed, and results.
• Bachelor’s in Finance or Accounting required; MBA/CPA a plus.

Personal Qualities

• Owner’s mindset with high judgment, decisive and data-driven.
• Operates with urgency while maintaining accuracy and control.
• Low-ego, highly collaborative partner who elevates cross-functional teams.
• Comfortable in ambiguity, builds processes that scale.

Benefits

• Compensation: Competitive pay, bonus, stock options, and 401(k) matching.
• Time Off: Paid time off includes vacation, sick days, volunteer days, and more.
• Product: All Cure employees receive a free Cure subscription.
• Healthcare: Health, vision, and dental insurance.
• Wellness: $750/year in wellness stipends.
• Social: $800/year in social stipends.
• Remote Work: We have team members on both EST and PST.

We’re aware of research showing that historically underrepresented groups are less likely to apply for a job if they don’t believe they meet all the criteria. Do you hesitate to apply because you don’t meet every single qualification? Please apply anyway with a thoughtful cover letter! We would love to hear from you and discuss how you can help us build a great team at Cure.