Finance Director

We’re hiring:
Finance Director

icon are seeking a commercially astute, hands‑on Finance Director to play a pivotal role in shaping and driving delivery of our ambitious growth plans.

This is not a traditional ‘sit behind the numbers’ finance role. We are looking for a pragmatic, commercially focused leader who combines strategic capability with a willingness to remain close to the detail, working across the business to drive performance, improve control, support decision‑making and enable profitable growth. This role will appeal to someone who is excited to not only report on the numbers, but also play a leading role in making them happen.

Operating within a fast‑paced e‑commerce environment with private equity investment, the Finance Director will lead all aspects of finance whilst acting as a trusted strategic partner to the CEO and Senior Leadership Team.

The role will work closely with private equity investors and the Board to support value creation initiatives, strategic growth planning and the business’ progression towards a future transaction.

The role requires strong commercial judgement, operational understanding and the ability to balance long‑term strategic thinking with hands‑on execution. Experience in e‑commerce, retail, product‑led or businesses with multi‑channel sales and international trading exposure will be highly advantageous.

• Act as a key member of the Senior Leadership Team, contributing to overall business strategy, planning and performance delivery.
• Partner closely with the CEO and SLT to shape strategic plans, investment decisions, growth initiatives and business priorities.
• Provide insightful commercial analysis to support pricing, margin optimisation, promotional activity, product profitability and channel performance.
• Challenge and support commercial decision‑making through robust financial insight and analytical rigour.
• Translate business performance into clear, practical recommendations and actions.
• Lead scenario modelling, business planning and risk analysis to support informed decision‑making.
• Support strategic initiatives including growth projects, operational change, systems development and international expansion.
• Ensure that strategic priorities/growth initiatives have sound business cases, and that timely monitoring provides early opportunity for corrective actions to be taken where needed in order to achieve outcomes.

• Own the financial strategy, planning and control framework for the business.
• Lead budgeting, forecasting, reforecasting, cashflow management and longer‑term financial planning.
• Ensure timely, accurate and commercially meaningful management reporting.
• Deliver monthly board packs with clear commentary, insights and recommendations.
• Implement, improve and maintain robust financial controls, governance and compliance frameworks appropriate for a scaling SME.
• Own statutory reporting, audit relationships, tax compliance and year‑end processes.
• Manage treasury activities including cash management, FX exposure and currency purchasing.
• Ensure VAT compliance across UK and international trading activity, including marketplace and EU obligations.
• Maintain effective insurance, risk and business protection arrangements.

• Partner with commercial teams to improve business performance across all channels.
• Develop clear financial visibility across: own website performance, marketplaces, customer acquisition efficiency, contribution margins, product profitability, promotional ROI, fulfilment and operational cost performance.
• Support trading decisions through timely analysis of sales, margin, stock and promotional activity.
• Lead stronger performance management disciplines across the business through meaningful KPIs and reporting.
• Build financial understanding across non‑finance teams.

• Maintain close visibility of operational performance across supply chain, stock, warehousing and fulfilment.
• Support stock management, valuation controls, working capital optimisation and purchasing decisions.
• Ensure accurate inventory accounting and effective…