VP of Finance

About Vee Friends

Vee Friends is a contemporary entertainment and consumer products company founded by Gary Vaynerchuk. What began as an NFT project has evolved into a fast-growing brand spanning collectibles, trading cards, publishing, licensing, live experiences, digital products, and consumer packaged goods.

We are building a modern character universe and IP-driven brand designed for the next generation of consumers and collectors — with a growing omnichannel business across DTC, wholesale, live commerce, marketplaces, and licensing.

As the business continues to scale, we are looking for a highly capable and entrepreneurial finance leader to help professionalize and evolve our financial operations for the next stage of growth.

We are seeking a Vice President of Finance to serve as the senior day-to-day finance leader for Vee Friends. This role is ideal for a strategic yet highly hands‑on operator who can comfortably move between executive-level financial thinking and tactical execution.

Reporting directly to the COO, the VP of Finance will own the company’s core finance operations, financial reporting infrastructure, forecasting processes, cash planning, and financial controls, while helping architect the future finance organization of the company.

This role is intentionally designed for a builder. Today, the finance function operates with support from a high-quality external finance and accounting partner across accounting, bookkeeping, and FP&A support functions, alongside a top-tier external tax advisory firm responsible for tax preparation and compliance. The VP of Finance will initially operate as a lean internal finance leader managing and optimizing these external relationships, while progressively building the internal systems, processes, and team structure necessary to transition toward a more fully integrated in‑house finance organization over time.

The COO will remain actively involved in longer‑range strategic planning, annual budgeting, capital planning, investor‑related matters, and select corporate finance initiatives. Success in this role requires a collaborative executive partner who can seamlessly operate within that structure while independently owning the company’s day‑to‑day financial leadership.

• Own and oversee the company’s day‑to‑day finance function, including financial reporting, forecasting, budgeting support, cash management, and operating analysis
• Lead monthly, quarterly, and annual close processes in partnership with external accounting and finance partners
• Establish scalable financial processes, internal controls, reporting cadences, and operational rigor appropriate for a high‑growth consumer business
• Develop executive‑level reporting packages, KPI dashboards, and business performance insights for leadership
• • Create systems and reporting for Sub‑P&Ls across various lines of business, to monitor performance of revenue and contribution margins, helping leadership make informed investments and gauge insights across categories and channels
  • Partner with Merchandising, Tech, Channel Leaders to continue developing and optimizing performance and BI dashboards, particularly for real‑time eCom channels that enable agile decision making
• Monitor company liquidity, working capital, inventory investments, and cash flow planning
• Partner cross‑functionally with Demand (Commerce & Marketing), Supply Chain, Partnerships & Licensing, and Creative teams to improve financial visibility and decision‑making

• Support company‑wide forecasting and annual budgeting processes in partnership with the COO and CEO
• Build and maintain rolling forecasts, scenario models, and business planning frameworks
• Help evaluate new business opportunities, partnerships, licensing deals, and strategic growth initiatives through a financial lens
• Develop stronger analytical infrastructure around margin performance, inventory productivity, customer acquisition, channel profitability, and contribution economics
• Assist in board, lender, investor, and strategic stakeholder reporting as needed

• Serve…