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I work with founder-led e-commerce brands as a strategic finance partner, helping bring clarity to pricing, profitability, cash flow, and growth decisions. I’m not a traditional fractional CFO—and that’s intentional.

Most e-commerce founders know their revenue.
Far fewer truly understand where they’re making money, where they’re losing it, and what to do next.

Before doing this work, I was a brand owner myself. I’ve sat in the same seat, made the same tradeoffs, and felt the same pressure that comes with trying to grow without breaking the business. That experience shapes how I show up for clients.

A lot of the value I provide doesn’t live in spreadsheets. It comes from helping founders think through tough, often messy decisions with real numbers behind them—and without feeling like they’re doing it alone.

Some of the ways I typically help:
• Understanding true contribution margin by product and sales channel
• Pricing and unit-economics decisions that actually improve profitability
• Setting realistic ROAS and CPA targets that align with cash flow
• Forecasting and planning so surprises are minimized
• Acting as a sounding board as the business scales and decisions get heavier

I don’t replace your bookkeeper or accountant. I help make sure the numbers are structured in a way that’s actually useful—and then help translate them into clear, actionable decisions.

I try to be direct, accessible, and generous with my time and perspective. The best work happens when founders feel comfortable asking real questions and having honest conversations.

Best fit: founder-led e-commerce brands doing meaningful volume who want clarity, confidence, and a true thought partner—not just reports.

I help Shopify & DTC brands fix unit economics, cashflow, and operational complexity - especially when scaling into the EU & UK.

I’m an EU-based founder and operator with hands-on experience building and scaling a physical-product brand across 30+ countries via Shopify Plus and Amazon.

I co-founded BrainGain, a home fitness brand that grew from a garage startup into an 8-figure, multi-market business serving 100,000+ customers. My experience spans the unglamorous but critical parts of scale: unit economics, pricing & VAT, sourcing, 3PLs, cross-border fulfilment, working capital, and marketplace vs DTC trade-offs.

Today, I advise Shopify brands - particularly US-based founders expanding into Europe - on how to grow profitably, not just quickly. Most clients come to me when revenue is growing but margins, cashflow, or ops are breaking underneath the surface.

My approach is practical and experience-led, focused on clarity, focus, and execution - helping founders double down on what works and avoid the distractions that quietly destroy margin.

Freedom Finance is a boutique fractional CFO and accounting firm built exclusively for ecommerce brands.

We work with founders who have outgrown basic bookkeeping and need real financial clarity to scale profitably. Our focus is on cash flow, inventory, unit economics, and decision-ready reporting — not just historical financials.

We help ecommerce teams:

• Understand true profitability by product, channel, and offer

• Manage cash flow and inventory without surprises

• Build and maintain forecasts and 13-week cash flow models

• Improve gross margin, contribution margin, and ad efficiency

• Prepare clean, investor-ready financials

We primarily support Shopify brands in the $1M–$50M+ range across DTC, subscription, and omnichannel ecommerce. Engagements are fixed-price and hands-on, with CFO-level ownership — not outsourced bookkeeping.

If you’re looking for a financial partner who understands how ecommerce actually works, we’d love to help.

Chargeback and Fraud prevention Consultant
Chargeack Manager
Customer Support team Manager/Service Provider

With more than 5 years of experience as a chargeback and fraud defense lead consultant in million-revenue companies and consulting firms, I'm able to develop the most efficient chargeback and fraud management strategy for your business model and control the implementation of the new processes from 0 to fully functional workflows. Your loss prevention will be as sophisticated as in indutry leading companies. No strings attached - my consultation is free and the charges are result based.